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Beyonce, Pepsi Deal: Singer Involved in Collaboration With Soda Company

Larry Busacca, Getty Images

Beyonce will be helping Pepsi tout its cola — again. This time, the I Am Sasha Fierce creator will even be allowing her face to appear on a limited edition line of cans.

According to The New York Times, Beyonce will be working with PepsiCo on a multi-year campaign that coincides with the release of her as yet untitled new album, which is expected sometime next year.

Pepsi has been using music industry stars in its commercials for years, but this deal goes beyond a commercial or two. In a statement, Bey spoke to the partnership she plans to forge with the soft drink makers.

“Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity,” she said.

The campaign is estimated to ring in around $50 million dollars, the majority of which will go to the standard outdoor, print and commercial advertising spots, and the remainder divided between the star and Pepsi’s “creative content development fund.”

Pepsi is earmarking a multi-million dollar fund for the “Halo” singer to support creative projects of her choosing. The general manager for Beyonce’s company, Parkwood Entertainment, said that the projects are still in brainstorming stages and could include videos, events, or “a cool photo shoot.”

Frank Cooper, a top Pepsi marketing executive, said that the disruption of financial elements in the music industry has led to new directions for companies like Pepsi.

“We recognize that there have been massive disruptions in music industry: lower investment in artist development, fewer points of distribution, financial constraints. We look at those disruptions as opportunities for Pepsi.”

After performing at the Pepsi sponsored Superbowl in New Orleans on Feb. 3, 2013, the singer will star in her fifth Pepsi commercial spot since 2002 with the theme “Live for Now.” Check out initial photos from the campaign, including a mock up of her face on the Pepsi can here.

Watch Beyonce’s “Irreplaceable” Video

See Beyonce’s First Week on Instagram
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