"Growing up in New York in Times Square I would see all these huge Pepsi logos," said Royce, during a small reception at the Fontainebleau Miami Beach. "I never imagined being part of this and now working with Pepsi, doing commercials and planning for the future is very exciting. They are so cool and creative. Pepsi is about creativity, supporting our culture, supporting our language and supporting music."
Royce points out that Pepsi's presence with major brands such as the Billboard Latin Music Awards, the Grammys and the Super Bowl made his decision much easier to join the brand that has for many years built strong campaigns through music and a variety of genres including Latin music.
"Pepsi sends out the message that anything is possible—the Pepsi slogan is 'Reach for more.' I do that every day," Royce says. "I try to be better every time, try to stay on the charts longer."
David Sonenberg, who has managed Royce for more than two years, says that his client is positioned to continue growing as they eye bilingual and bicultural market domestically and beyond.
"Prince Royce can do so many things," Sonenberg said. "He obviously is the real deal when it comes to bachata and he's a real Latin artist. He grew up with English and he's really American in that sense and really had to go and rediscover his Latin roots. I find it very interesting that a lot of Latinos… they haven't been all that proud of their heritage. Royce has really wanted to rediscover what it was like living the Latin existence. We're excited that he'll be doing music in English."
As part of the Pepsi partnership, Royce will be in several commercials that will air on Telemundo and Univision in May, June and July. Royce will be on the road in the U.S. August through September and Pepsi will be the sponsor of the tour. The singer's first English-language song will officially be released later this year, Sonenberg said.
"Royce has English songs on his current Spanish record," Sonenberg added. "I'm trying to envision the day when his Spanish record and his English record are pretty much the same. I think that somebody who is Latino living in America is Latin American and that comes with everything that it brings such as diversity, some commonality, some mainstream interest and some unique flavor."