Challenge
Pepsi wanted to launch a platform that would nurture emerging artists and remove barriers to breaking into the music industry. The goal was to create something bigger than a one-off contest, a program that delivered mentorship, content, and visibility to accelerate an artist’s career.
Answer
UnitedMasters built Pepsi Music Lab after Pepsi reached out with the opportunity. The annual program was designed as a bootcamp for independent artists. With mentors like Laurieann Gibson, LaRussell, Lenny S, and Director X, the program combined 3 days of workshops, coaching, and branded experiences with content capture, live performance opportunities, and amplification across Pepsi’s channels.
Creator Journey
I designed the flow of the program to feel like an artist development pipeline:
Regions identified by Pepsi, with UnitedMasters surfacing the most popular artists on our platform in those markets
Artist vetting and selection in partnership with the music team
Immersive bootcamp in New York with workshops on performance, branding, and content creation
Curriculum focused on songwriting, visual storytelling, and building an authentic fanbase
Content capture including headshots, sizzle reels, and performance footage
Year-round support with live showcases, branded content, and media amplification
My Role
I oversaw event design, directed the social and content teams, and worked closely with production to ensure every detail aligned with Pepsi’s vision. I wrote the artist curriculum and partnered with the music team to vet and guide selected talent, creating a program that blended industry mentorship with authentic creative development.
Press: Billboard