For the past four years, Kellogg’s Pop Tarts has relied on free concerts featuring young pop acts to reach tweens, starting with Carly Rae Jepsen in 2012 and continuing with Demi Lovato and Austin Mahone in 2013 and 2014, among others.
But for 2015, the breakfast staple decided to take its pop-music connections one step further by tapping three artists -- Jessie J, Jhene Aiko and Rixton -- for an original song. The result, “Sorry to Interrupt,” quietly debuted on SoundCloud in late May before a lyric video was posted to the brand’s YouTube channel on June 10. To date, the song has received more than 40,000 SoundCloud streams and 100,000 YouTube plays. The song will be serviced to pop radio, digital retailers and streaming services at the end of July.