Billboard, pepsi team for summer beats concert series, songs of the summer chartBillboard has teamed with Pepsi for its first “Summer Beats” concert series, a three-city concert program that is an extension of Pepsi’s previously announced partnership with Twitter. The first concert will feature Katy Perry in a special live performance on Hollywood Boulevard in Los Angeles on June 26 as part of the official U.S. premiere event for her new Paramount Pictures film, “Katy Perry: Part of Me,” that opens July 5.
Following Perry’s concert will be a late-July show in Nashville and a late-August event in New York. Artists for the Nashville and New York performances couldn’t be confirmed at press time.
The concerts will be live-streamed on Twitter, where fans can help directly influence everything from the artists’ wardrobe to which songs play during the encore. Roughly 1,000 fans will be admitted to the live events, while global music fans can watch the programs on Pepsi’s Twitter page (@Pepsi) or on Pepsi.com. Billboard.com will help promote each concert as well as host on-demand streams of each concert following the show.
The concert series is part of Pepsi’s “Live for Now” brand positioning that launched in April with its first global commercial featuring Nicki Minaj.
“The Summer Beats concert series truly brings Pepsi’s ‘Live for Now’ mind-set to life by offering fans the ability to interact with and impact a live concert event,” PepsiCo senior director of cultural branding Javier Farfan said in a statement. “This component supports our overall Twitter program by inserting spontaneity and social-media engagement into the concert experience and changing the way fans enjoy music.”
Additionally, Pepsi will also present the “Billboard Songs of the Summer” chart on Billboard.com. Returning for a third consecutive year, the chart keeps weekly tabs of the most popular songs on the Billboard Hot 100 from Memorial Day through Labor Day, after which point the official Billboard Summer Song of 2012 will be announced.
“We’re thrilled to be working with Pepsi to build on the compelling content and exciting experiences that Billboard brings fans throughout the summer,” Billboard publisher Tommy Page says. “Billboard has significantly increased its presence during this major music season from the launch of the Songs of the Summer chart in 2010 to the Summer Blowout event in 2011, and the Summer Beats concert series is a perfect platform for the brand to expand its footprint and engage with even more fans in 2012.”
Pepsi also recently teamed with Viacom to give away tickets to upcoming Summer Beats concerts. Fans can enter by tweeting images of their “Live for Now” moments using a designated hashtag, and winners will become the official Pepsi NOW photo correspondents on-site.••••