According to Media, Pepsi has decided to set up its own record label as an offshoot of the Voice of a New Generation reality TV show/ Battle of the Bands.
The new label, Q Music, will represent the winners/ second place/ all bands, who we suppose will enjoy some semblance of fame and fortune at the end of the campaign.
This is in keeping with the traditional music model here in China – find singer -> get them on TV -> singer gets famous -> singer gets lots of endorsements -> label cleans up
but in reverse, where reality TV makes the star, as has been the recent trend. This is Pepsi seeking to maximise their investment in the campaign, by tying these young bands to 360 deals and benefitting in perpetuity from their moment in the spotlight.
Does it help bands generally? Will Q Music’s A&R department look beyond TV talent shows? Are a carbonated drinks brand the best people to be guiding these young bands? Are the bands entering these deals with their eyes wide open? We sorta doubt it, but we are happy to be proved wrong.