Pepsi plans to launch a label-like division in 2013

According to PepsiCo's global chief marketing officer Frank Cooper, the world-famous brand is well determined to "play a greater role in distributing content", launching a label or a similar enterprise.
"We think there are some key producers and writers that can help us create original material. It's not about integrating Pepsi so much, but making sure Pepsi plays a greater role in distributing the content", he explained.

Actually the company has already founded a a record label-services division called Green Label Sound for the soft drink Mountain Dew; it is described as a "record label curated by Mountain Dew" and reportedly Cooper is looking for Pepsi to create its own version of Green Label Sound in 2013. "We're looking at names that would convey Pepsi", he told Billboard, "but not have Pepsi directly in it".
The interesting fact, at this stage, is that PepsiCo doesn't see the upcoming service as a traditional label. "For sure we are not looking to replace the traditional record label at all", told Cooper. "We see them as collaborators with us. We intend to work with labels, or if there's some artists who are not signed and working outside the label system we can use them more as partners. The role that Pepsi plays really is looking at where are their market failures, where are their gaps in the marketplace that we can fill. When you look at it through that lens we become a valuable partner to the artists, to the fans and to Pepsi consumers because we're filling something that can ultimately provide real value".

What we know for sure is that PepsiCo, during 2013, will work shoulder to shoulder with the music industry, with plans to expand music strategies for PepsiCo brands like Lipton (Lady Antebellum was a featured band in 2012) and Mountain Dew's DEWeezy collaboration with Lil Wayne. The most recent announcement in this field sees Beyoncé enlisted as part of a $50 million branding campaign, acting as PepsiCo’s creative representative on a series of projects.