PEPSI, SONY & THE X FACTOR ARABIA FINALISTS
Pepsi Surprises THE X FACTOR Finalists with Hope for Fame
THE X FACTOR Arabia’s Top 3 Contestants Offered Spots in New Educational Music Initiative
In a surprise announcement during the finale of THE X FACTOR Arabia, Pepsi invited the winner and semi-finalists to participate in a one-of-a-kind musical educational initiative.
Organized in association with Sony Music Entertainment, the customized education initiative is geared toward grooming the talented young contestants into artists that can look forward to enjoying successful, long-term careers in the music industry.
“With a long history of supporting established and emerging artists, music and entertainment lie at the core of Pepsi’s brand DNA. Globally, Pepsi has served as a pioneer in supporting artists in ways that go far beyond promotion and sponsorship, by recognizing and investing in rising talent and providing them with the tools to achieve success,” said PepsiCo’s Asia, Middle East and Africa CEO Saad Abdul-Latif.
“We are continuing this tradition, by providing emerging artists with the platform to get noticed and to reach consumers in ways that only having a partner like Pepsi – with its incredible global reach, scale, brand recognition and integration – can help them do. It’s about taking young artists who are enjoying their first taste of fame and setting them up for a long-term, successful career in the music business,” he added.
"We are very excited to be embarking on a unique and innovative initiative alongside Pepsi,” said President of Sony Music Entertainment Middle East & India Shridhar Subramaniam. “Both of us are committed to developing young new superstars from the region. This process is not only about discovery, but also about world class training, grooming and honing all the skills that are necessary to create a star for the long term. We are glad that Pepsi shares this vision and intention and is a genuine partner in this endeavor.”
The three contestants, Adham Nabulsi, Mohamed Al Riffi, and Ibrahim Abdulazim Abouhalka will embark on this once-in-a-lifetime opportunity. The customized music education program will include training, mentorship and interaction with present-day hitmakers, label executives, songwriters, image consultants and music producers through exciting boot camp sessions and studio visits.
Pepsi has a long history as an innovative player in the music industry, creating unique ways of engaging with music and fans, dating back to the early days of advertising. The launch of the new music educational program is the next chapter in Pepsi’s “Live For Now” campaign, the first ever global Pepsi campaign designed to capture the excitement of now by helping consumers make the most out of every moment.
