Pepsi will continue its year-long celebration of the 25th anniversary of
Michael Jackson's "Bad" Aug. 29 at New York City's Gotham Hall with performances from
Ne-Yo and
Melanie Fiona (right) and a DJ set from
Swizz Beatz, with additional tunes from DJ Cassidy.
The
event will mark the conclusion of Pepsi and Billboard's 2012 Summer
Beats Concert Series, which also featured a performance by Katy
Perry at the
premiere of her movie "Part of Me 3-D," a Nashville concert
with country trio Gloriana and, just last week, a special performance by Pepsi spokeswoman Nicki Minaj at New York's Roseland Ballroom.
In
addition to celebrating the music of "Bad," the Summer Beats
Concert will also feature performances of the artists' current hits,
including Ne-Yo's "Let's Go," a collaboration with Calvin Harris
that was originally written as a
European soccer anthem for Pepsi Max.
Earlier this year, Pepsi also celebrated the 25th anniversary of "Bad" with
1 billion limited-edition cans featuring Jackson's iconic silhouette,
worldwide giveaways for special prizes like jackets inspired by the
original BAD Tour and tickets to Cirque du Soleil's Michael Jackson
The Immortal World Tour and free downloads of custom remixes by
dance producers like A-Trak.
"Pepsi has always
been at the forefront of pop culture, helping to shape the music
landscape," Brad Jakeman, president, Global Enjoyment Brands, and
chief creative officer, PepsiCo Global Beverages Group, said in a
statement in May. "This unique global partnership, around such a
legendary music milestone, invites Pepsi fans from around the world
to experience Michael Jackson's music in an engaging and very now
kind of way -- it's a model example of how Pepsi's 'Live for Now'
campaign can manifest itself in a way that resonates the world
over."
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