Pepsi Music Star
Digital talent show on Instagram

Pepsi has a powerful connection to music. Michael Jackson danced in the brand’s commercials. Britney Spears, Beyonce, Pink, and Enrique made a cult anthem in the early-aughts commercial. Freddie Mercury liked to include a glass of Pepsit on his concert piano. In Ukraine 10 years ago, the brand and the group THE HARDKISS were looking for talents in the Pepsi Stars of Now project.

 

This time, we changed the show's format and named it Pepsi Music Star, and for the first time, launched it exclusively on the Instagram platform. The 60-second video timing made the project challenging. The winner won production backing with The HARDKISS, ЕР recording, shooting of the video clip, and live performance on the biggest stages in Ukraine, including the Olympic Stadium and opening concerts for big name bands.

 

The talent show consisted of four stages: recording video covers, online interviews, creative tasks, and jam sessions. One thousand people submitted applications to participate. Dozens of celebrities announced the project on social networks.