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THURSDAY, NOVEMBER 26, 2009
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4

Pepsi Buys Branding Rights to MTV Award

Congrats! You win best 'Pepsi Rock Band Video' honor

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(Newser) – This Sunday, MTV will bestow its first Video Music Award on a non-professional. It also happens to be the first time the network has sold naming rights to an award, reports Advertising Age. Hence, the prestigious “Best Performance in a Pepsi Rock Band Video Award.” The winner will be chosen from 700 viewer submissions inspired by the video game. Of course, the frontrunners are chock full of Pepsi products.

“Pepsi’s been involved with the VMAs for a very long time, and has always been involved with the latest thing going on in the music industry,” says an exec. MTV, meanwhile, always an innovator with ad partnerships, is just as happy. “It allows us to evolve and demonstrate our prowess with advertisers,” the network says. A Pepsi commercial will follow the award's presentation.

The MTV VMA logo in Las Vegas.
The MTV VMA logo in Las Vegas.   (AP Photo)
Pepsi Drink Up Rock Out Logo.
Pepsi Drink Up Rock Out Logo.   (AP Photo)
A scene from
A scene from "Rock Band 2".   (AP Photo)
A scene from Rock Band 2.
A scene from Rock Band 2.   (AP Photo)
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4 comments
VIEWING:
 
BoZo
Sep 12, 09 2:38 PM CDT
Meanwhile, an MTV executive wipes his mouth after leaving Pepsi HQ. Reply
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IN RESPONSE:
Collusive
Sep 12, 09 4:21 PM CDT
And stumbles towards the nearest hospital to have his stomach pumped.
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0
Bambi
Sep 12, 09 3:30 PM CDT
Let's not be too naively disappointed. All peripheral uses of music outside playing and listening (and many even within) have always been for-profit commercial exploitations Awards shows, not to mention halls-of-fame, magazines--from 'teen idol' type to Rolling Stone to Stereo Review to The Absolute Sound, are all exploitations from the business world of the excitement that music and musicians generate. The fact that MTV and Pepsi have decided to take it to the next level is a move toward transparency which I applaud. I think it's a bad move for both MTV and Pepsi, for the former will lose what little cred they've held onto with adolescents, and Pepsi will embarrass themselves to be a corporate sponsor behind awards for a genre of music that has traditionally had some (evidently misplaced) pride as the voice of iconoclasm. I say it's a good day when carpetbaggers step over the line and expose themselves. Reply
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+2
Robert_Dada
Sep 12, 09 6:20 PM CDT
Emp-T-V Reply
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+2
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