Pepsi announced the new Pepsi Music Lab, an annual academy committed to shining a spotlight on the next generation of superstars by removing music industry barriers. With the brand’s deep history in music and supporting up-and-coming artists, Pepsi Music Lab aims to foster talent career growth and provide developing artists with new performance opportunities, mentorship and coaching, brand-building workshops, professional content capture, radio amplification and more.
After unveiling the concept last year with a pilot program, Pepsi Music Lab has evolved into a full scale, multi-service platform in year two, committing to an array of opportunities and services for the rising stars that have been handpicked to headline the Class of ’22-’23. The brand enlisted UnitedMasters – an operating system for independent creators that opens up doors no one else can, getting artists’ music on TV shows, movies, commercials, games, and digital media – to help identify the talented, dedicated, and diverse musicians across a variety of genres, styles, and regions nationwide that now join the Pepsi music legacy as part of Pepsi Music Lab.
Chicago native Cain Lofton, made the cut for the Class of ’22-’23, which is comprised of 12 aspiring artists from across the country. Lofton is an artist, songwriter, and producer from the South Side of Chicago. Cain grew up singing in church, and took their love of performing to college, becoming music director of their acapella group. Cain now describes their music as stemming from the “Soul Imaginary.” Working in partnership with producer and songwriter GoodBoy, Cain has amassed a catalog of demos spanning Hyperpop, R&B, Folk, and more, all currently available to artists.
The yearly program will kick off with the Pepsi Music Lab bootcamp in New York City from October 25 – 27 where the artists will get the opportunity to learn from industry experts including:
- Laurieann Gibson, who will provide artists with performance coaching and choreography lessons, teaching them how to engage with audiences on-stage.
- LaRussell, who will advise artists on personal brand-building, social media, and marketing.
- Lenny S, who will discuss how to leverage visual storytelling, connections, and collaboration as tools to amplify an artist’s overall vision.
- Director X, who will teach each artist how to make meaningful, entertaining, and boundary-pushing visual content.
In addition to a once-in-a-lifetime coaching and mentorship experience, all 12 artists will walk away from the bootcamp with headshots captured by Lenny S, a sizzle reel, and more. Leveraging the Pepsi brand’s long and storied heritage in music and entertainment, the artists’ partnerships with Pepsi will continue throughout the year with performances, event appearances and strategic programming to amplify their exposure and grow their careers.