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Pepsi Teams Up With EMPIRE to Launch Music Academy in Nigeria

Pepsi Teams Up With EMPIRE to Launch Music Academy in Nigeria

Pepsi x EMPIRE - Pepsi Music Academy Naija in Nigeria - Afrocritik

Pepsi Music Academy Naija will not only hone the skills of aspiring musicians, but also provide insights into the business aspects needed to succeed in the constantly evolving music industry. 

By Emmanuel Okoro

Global beverage giant, Pepsi, has partnered with entertainment powerhouse, EMPIRE, to unveil a music academy in Nigeria. This innovative academy, called Pepsi Music Academy Naija, is poised to make its mark on Nigeria’s vibrant music landscape and promises to be a game-changer for aspiring musicians and industry enthusiasts. 

As announced by Pepsi Nigeria on social media, the academy is to foster talent and provide a comprehensive platform for individuals seeking to break into the music industry. The academy will not only hone the skills of aspiring musicians but also provide insights into the business aspects needed to succeed in the constantly evolving music industry. It is also set to feature a stellar lineup of Nigeria’s most accomplished music producers, including Masterkraft, Sarz, and P.Priime. 

While the public anticipates more details about the academy, what is known so far is that selected candidates will get the opportunity to learn from diverse professionals within the music industry, including managers, A&R representatives, label executives, and many more – all of whom will share their expertise and real-world experiences with the shortlisted candidates. From all indications, Pepsi Music Academy Naija will bear semblance with the inaugural  Pepsi Music Lab ™ in Brooklyn, New York.

Pepsi and EMPIRE’s choice of Masterkraft, Sarz, and P.Priime is particularly noteworthy. Masterkraft, a seasoned maestro, has crafted countless opuses with top and emerging talents and has acted as a mentor for musicians and producers. Sarz, a virtuoso on the dashboard, has not only produced chart-toppers, but has embarked on a mission to nurture fresh talents through the highly successful The Sarz Academy. P.Priime, a 2018 alumnus of The Sarz Academy, embodies the youthful vigour and signifies the emergence of a new wave of prodigious talents.

(Read also: Virgin Music Group Establishes Nigeria Office, Appoints Olukorede Ikazoboh as Head)

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Pepsi’s foray into the Nigerian entertainment scene has been nothing short of spectacular. Beyond quenching the thirst of millions of Nigerians, the brand has fueled the nation’s passion for music. The beverage giant has sponsored major music events, including Turn Up Friday, Rhythm Unplugged, Flytime Music Festival, One Africa Music Fest, block parties, and even individual concerts of Afrobeats stars. 

With an ambassadorial lineup that includes some of the biggest names in Afrobeats – Wizkid, DJ Cuppy, Burna Boy, Davido, Rema, Tiwa Savage – Pepsi has played a pivotal role in elevating Afrobeats to the world stage. Most notably, Burna Boy’s electrifying performance at the UEFA Champions League final back in June was on the backbone of the Pepsi Kickoff show.

Burna Boy x Pepsi - Afrocritik
Burna Boy, a Pepsi brand ambassador
Dope Ceasar at a Pepsi Sponsored event - Afrocritik
Dope Ceasar at a Pepsi Sponsored event

Now, as Pepsi ventures into the realms of Nigerian music nurturing through the academy, it demonstrates a dedication to shaping the future of Nigerian music and promoting the legacy of Afrobeats. 

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