American RnB Diva Beyonce Knowles has signed a $50 million deal with Pepsi. The agreement includes traditional promotional appearances and a new commercial, but also the beverage company’s investment in a number of the singer’s creative projects.
Pepsi’s move is in line with a trend toward content creation as advertisers seek new inroads into the music business and labels’ marketing budgets continue to decline. Red Bull — through its Red Bull Music Academy and Red Bull Media House — has been funding original content for some time now, as have Scion and Converse.
Beyonce will appear in a new TV spot for Pepsi, a brand she has been involved with since 2002. Her previous ads have included Britney Spears, P!NK, Jennifer Lopez and David Beckham.
Billboard notes that Pepsi and rival Coca-Cola are the biggest players in advertisements that touch on music. The two companies have spent over $330 million on campaigns involving entertainment and sports figures. Both brands each spent $148 million on domestic advertising in the first six months of 2012.
Jay-Z and Beyonce were the highest-paid celebrity couple of the year. Beyonce earned $40 million to Jay-Z’s $38 million.
The “Love on Top” singer’s face will also appear on a limited edition run of Pepsi cans. Other artists recently featured by the brand include One Direction and Nicki Minaj.