In 2012, Beyonce has been pretty dormant, musically. Come 2013 that is all going to change… Starting with her February 3rd, Pepsi-sponsored halftime performance, at the Super Bowl. — To make things even more grandiose, Bey has inked a $50 million dollar deal with Pepsi. I guess it’s safe to say they’re picking up the tab for her next album.
Beyonce on Pepsi: “Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The campaign will coincide with a blitz of promotion for her next album, which has no title or release date so far but is expected in 2013. Sometime after she performs at the Super Bowl halftime show on Feb. 3 (also sponsored by Pepsi), Beyoncé will appear in a new TV ad — her fifth for the soft drink since 2002 — and her face will be on a limited-edition line of soda cans.
The less conventional aspects of the deal are meant as collaborative projects that indulge Beyoncé’s creative whims, and might well have no explicit connection to Pepsi products. They are still at the brainstorm stage, but could include live events, videos, “a cool photo shoot” or almost anything else.