Well team, I have been going through a number of changes while writing here on lunch. I’ve relocated twice and I am on track to doing so yet again, Willow Smith almost gave me whiplash, I’m changing my name on lunch.com (special thanks to staff) and I’ve had to emotionally prepare myself for Simon Cowell’s ‘X Factor’ to cross the pond. But I guess change is inevitable. And that’s what I’d like to bring to your attention today.
Pepsi-cola has a 50+ year history in worldwide success due to its innovative methods of advertising, promotions and top-notch branding. Arguably, a large part of their success may be due to the extensive roster of international recording artists who have contributed with catchy songs and eye-popping Superbowl half-time shows including Britney Spears, Ray Charles, Michael Jackson and the Spice Girls… and that’s just in the United States.
Pepsi has always managed to find the hottest act of the year, pay them millions of dollars to sing a ditty and make cultural magic. But as I mentioned before, things change.
The music industry is still in a large state of flux; over-saturation seems to be unending and societal relevance looks bleak. As the music business pond gets larger, the bigger fish have even farther to swim. So what is a big name cola brand to do except keep up with the times?
Enter Simon Cowell’s ‘U.S. X Factor”. Instead of signing the year’s potentially biggest act, Pepsi-cola has signed on to be the official sponsor of the latest music competition, a very ‘fizz’-worthy change from the 90s and 2000s.
Undoubtedly we can expect big things from this partnership, but what does this say about the state of the music industry? It is well known that people would rather watch a reality show as opposed to a music video, so where do up and coming industry aficionados stand and where do we go from here? Are recording artists worth the investment anymore?
Unfortunately, time holds the answer. But for those of us who remember a simpler time, here’s a taste of retro-candy to “spice up your life”:
I myself won’t be around much anymore as I have just signed on to write for brooklynexposed.com. But I will check back recently to see how things are going. It has been a great experience writing on lunch.com and reading your reviews team, and I hope you feel the same about me. But much like Pepsi, it’s time for me to make a change.
Until next time,
Les (but as of soon, you can call me Freddie)
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