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Celeb News: Pepsi's Adam Harter on Hiring Katy Perry, Considering Taylor
Member Since: 6/7/2011
Posts: 41,996
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Pepsi's Adam Harter on Hiring Katy Perry, Considering Taylor
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On the eve of Pepsi's third halftime show, Harter speaks about re-teaming with Perry, evaluating other performers (not so fast, Taylor Swift), and the prospects of a halftime renewal once its deal expires in 2016.
Why did Katy Perry make sense for this year's halftime?
We have a long history with Katy Perry, and she's someone that has always been on brand for us: She's incredibly positive, very high-energy and has an optimistic point of view. She's someone that embodies the mind-set that Pepsi strives for. We've always seen her as a great fit, and she is no doubt an amazing artist -- not to mention the most-followed person on Twitter. The ability to tap into that fanbase and social network was really appealing. She's also creative. We knew that she would take a very unique approach to the show and the performance itself that we thought was worthy of the halftime show stage.
When vetting talent, how crucial is an artist's relationship with a competing beverage brand for consideration. -- i.e., could Taylor Swift, a Diet Coke spokesperson, ever be considered under Pepsi's sponsorship?
For a performance as big as the Pepsi Super Bowl halftime show, every major artist is in the consideration set. I think competitive relationships are one thing to be considered, but there's several other elements that we look at as well. It's not [a categorical no].
Might you do more with Katy in 2015 and beyond, a la Beyonce?
Katy Perry is one of those artists that will always be top of mind for us as we roll out our music platforms. We're all huge Katy Perry fans, but it's to be determined where we go next. I have no doubt we'll see other opportunities in the future. She is among the best in terms of collaboration. The content that we've developed with her literally came from Katy's mind. She developed the concept, picked the director, she was personally involved in all of it. And honestly, everything she touched she made it better .
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Member Since: 8/18/2013
Posts: 12,913
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oh come on Taylor has a 30m deal with coke, she is not going to do the SB with pepsi as the sponsor, simple as that
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Member Since: 1/1/2014
Posts: 23,128
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So where are those members yesterday that said Taylor would never be considered for the gig?
 Mhhhmm.. People acting like they know everything that happens in the industry, please!
Oh I spoke too soon.
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Originally posted by Dani97
oh comeon Taylor has a 30m deal with coke, she is not going to do the SB with pepsi as the sponsor, simple as that
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Do you work for Taylor? Are you Taylor Swift? You don't know what she might/might not do so....
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Member Since: 8/17/2013
Posts: 19,066
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Welp, there goes that myth. Maybe next time Swifties. 
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Member Since: 6/7/2011
Posts: 41,996
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Quote:
Originally posted by Jezang Looz
So where are those members yesterday that said Taylor would never be considered for the gig?
Mhhhmm.. People acting like they know everything that happens in the industry, please!
Oh I spoke too soon.
Do you work for Taylor? Are you Taylor Swift? You don't know what she might/might not do so.... |
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every major artist is in the consideration set
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Member Since: 8/18/2013
Posts: 12,913
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Quote:
Originally posted by Jezang Looz
So where are those members yesterday that said Taylor would never be considered for the gig?
Mhhhmm.. People acting like they know everything that happens in the industry, please!
Oh I spoke too soon.
Do you work for Taylor? Are you Taylor Swift? You don't know what she might/might not do so.... |
yeah becouse coke is going to tell Taylor, "Don't worry girl, we pay you 30m go and promote the Pepsi Super Bowl halftime show". 
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Member Since: 3/17/2007
Posts: 18,147
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Might you do more with Katy in 2015 and beyond, a la Beyonce?
Katy Perry is one of those artists that will always be top of mind for us as we roll out our music platforms. We're all huge Katy Perry fans, but it's to be determined where we go next. I have no doubt we'll see other opportunities in the future. She is among the best in terms of collaboration. The content that we've developed with her literally came from Katy's mind. She developed the concept, picked the director, she was personally involved in all of it. And honestly, everything she touched she made it better
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#oop
#poorhaters
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Member Since: 3/5/2014
Posts: 7,746
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but it's to be determined where we go next
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So they love her but didn't want to set anything in stone? They jumped at the chance to throw $50m at Bey but are unsure about what they want to do with Katy? All of the "we love her" stuff sounds a bit like PR fluff if they aren't willing to back it all up with a contract.
Or maybe they feel a bit of regret because whatever they did with Bey didn't pan out the way they wanted and they don't want another repeat? Interesting.
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Member Since: 3/1/2014
Posts: 2,096
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The PR spin is strong in this one.
"It's not [a categorical no]" = yes it is... Let's be real here.
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Member Since: 10/1/2011
Posts: 19,016
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Quote:
Originally posted by Bang Up
So they love her but didn't want to set anything in stone? They jumped at the chance to throw $50m at Bey but are unsure about what they want to do with Katy? All of the "we love her" stuff sounds a bit like PR fluff if they aren't willing to back it all up with a contract.
Or maybe they feel a bit of regret because whatever they did with Bey didn't pan out the way they wanted and they don't want another repeat? Interesting.
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Pepsi has sponsored a ton of things with Katy in the past. She has no new music and is not touring the US anymore so there isn't much point lol
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Member Since: 8/16/2011
Posts: 3,505
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Pepsi always was superior to Coke in every way. From MJ to Katy, the legacy continues 
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Member Since: 3/15/2013
Posts: 21,846
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And honestly, everything she touched she made it better.
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Member Since: 10/29/2010
Posts: 29,249
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Quote:
Originally posted by Dani97
yeah becouse coke is going to tell Taylor, "Don't worry girl, we pay you 30m go and promote the Pepsi Super Bowl halftime show". |
Exactly! I remember in Beyoncé's PEPSI contract she could not be seen with any competing brands at all, like Coke and I'm sure that is the case for many other endorsement contracts. If they're that picky, you bet they will be for such a big platform like SB.
And Pepsi saying that every artist is considered isn't really true. I'm sure they did't consider Taylor because of her affiliation with Coke. But sponsor's for the halftime show can change, so she'll be able to do it some time in the future.
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Member Since: 6/7/2011
Posts: 10,608
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Quote:
Originally posted by Bang Up
So they love her but didn't want to set anything in stone? They jumped at the chance to throw $50m at Bey but are unsure about what they want to do with Katy? All of the "we love her" stuff sounds a bit like PR fluff if they aren't willing to back it all up with a contract.
Or maybe they feel a bit of regret because whatever they did with Bey didn't pan out the way they wanted and they don't want another repeat? Interesting.
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No one really knows what the Beyoncé & Pepsi plan was though.
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Member Since: 4/4/2014
Posts: 2,156
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Originally posted by musiclvr86
Pepsi always was superior to Coke in every way. From MJ to Katy, the legacy continues |
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Member Since: 12/20/2011
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Member Since: 6/25/2012
Posts: 41,860
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Please of course Pepsi will be fine with being endorsed by someone aligned with someone thats their companion THE QUESTION IS if Coke would have a problem with it. Until they say otherwise you've got nothing
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Member Since: 4/12/2011
Posts: 14,781
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Pepsi explains why Katy was chosen for the Super Bowl
Super Bowl Exclusive:
Pepsi's Adam Harter on Hiring Katy Perry, Considering Taylor Swift & More
Quote:
Why did Katy Perry make sense for this year's halftime?
We have a long history with Katy Perry, and she's someone that has always been on brand for us: She's incredibly positive, very high-energy and has an optimistic point of view. She's someone that embodies the mind-set that Pepsi strives for. We've always seen her as a great fit, and she is no doubt an amazing artist -- not to mention the most-followed person on Twitter. The ability to tap into that fanbase and social network was really appealing. She's also creative. We knew that she would take a very unique approach to the show and the performance itself that we thought was worthy of the halftime show stage.
Might you do more with Katy in 2015 and beyond, a la Beyonce?
Katy Perry is one of those artists that will always be top of mind for us as we roll out our music platforms. We're all huge Katy Perry fans, but it's to be determined where we go next. I have no doubt we'll see other opportunities in the future. She is among the best in terms of collaboration. The content that we've developed with her literally came from Katy's mind.She developed the concept, picked the director, she was personally involved in all of it. And honestly, everything she touched she made it better.
When vetting talent, how crucial is an artist's relationship with a competing beverage brand for consideration. -- i.e., could Taylor Swift, a Diet Coke spokesperson, ever be considered under Pepsi's sponsorship?
For a performance as big as the Pepsi Super Bowl halftime show, every major artist is in the consideration set. I think competitive relationships are one thing to be considered, but there's several other elements that we look at as well. It's not [a categorical no].
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http://www.billboard.com/articles/ev...or-swift-pepsi
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Member Since: 10/1/2011
Posts: 19,016
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Member Since: 1/2/2014
Posts: 5,461
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Acclaim.
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