PEPSI® Spotlights Female Music and Web3 Pioneers and Gives Back to Deserving Women Through Pepsi Stronger Together and Pepsi Dig In Initiatives for Mary J. Blige’s First Strength of a Woman Festival | News
BUY, NY, May 4, 2022 /PRNewswire/ — In partnership with Mary J. Blige, Pepsi – co-host of the inaugural “Strength of a Woman Festival & Summit” over Mother’s Day weekend in Atlanta, Georgia – announces three full days of immersive programming to help uplift, entertain and educate women in the Atlanta region and beyond. With a lineup of iconic female music superstars, including Mary J. Blige herself, Shaka Khan, Ella May and much more, Atlanta will move to the moving sounds of true music legends, but the action-packed festival goes beyond music and entertainment.
Pepsi is co-presenting the full weekend of festivities with Mary J. Blige and her team to amplify, spotlight and support the talented – and underrepresented – voices of the community, through events and activations inspired by the the brand’s rich heritage in music and entertainment, and the latest contributions to culture and community. Activations include:
- Pepsi is teaming up with top female artists on the Web3 to give participants personalized NFTs to collect: Designed in partnership with leading female artists Rachel Winter (NFT Remarkable Women Collection), Shaylin Wallace (digital designer and graphic designer specializing in surrealist art), Amber Vittoria (That’s because you’re pretty NFT collection) and Varvara Alay (Flower Girls NFT Collection), Pepsi is creating a curated set of unique NFTs exclusively for Summit attendees. Distributed in the form of digital tokens known as Proof of Attendance Protocols (POAPs), these NFTs are true works of art that celebrate the “Strength of a Woman” festival partnership and unapologetic love for the music. Festival-goers will be able to secure these one-of-a-kind digital works of art, free of charge on-site at Saturday May 7 from 11 a.m. – 6 p.m. through digital kiosks. Featured artists will also see selected works displayed in a gallery within The Gathering Spot on Saturday for festival attendees to explore, as well as direct access to their public galleries and personal stores. Also, Shaylin and Amber will join the moderator Sian Morson for the “Empowering Marginalized Voices with NFTs” panel on Saturday from 4:00 p.m. to 4:30 p.m. to discuss web3, the digital art community, how their personal efforts and work can empower and amplify marginalized voices and provide a real-time tutorial on POAPs.
- Pepsi presents Pepsi Music Lab finalist StarchildKayla and her original track, “Up!” : In December, Pepsi launched Pepsi Music Lab, an annual program designed to break down barriers in the music industry, create new opportunities for artists, and shine a spotlight on the next generation of hip-hop superstars. Starchild Kayla, one of the program’s three finalists selected from thousands of applicants, will present her new original song “Up!” which she premiered during the first-ever Pepsi Music Lab Academy opening Friday night concert at the Tabernacle on May 6. The brand is also bringing Pepsi Music Lab to the Summit with an interactive panel hosted by Rachel Jacksonartist relations manager at YouTube Music, featuring black female talent managers – Claudine-Joseph (LL Cool J), Nicole Jackson (MJB), and Ebony Quarter (Future, Gunna) who will discuss how to successfully navigate the music industry.
- Pepsi Stronger Together empowers women in Atlanta by supporting Black women entrepreneurs and local organizations that uplift the community: Pepsi Stronger Together, PepsiCo’s series of grassroots initiatives that began at the height of the pandemic as a way to directly and positively impact micro-communities across the country, will offer grants to select entrepreneurs and local black organizations with the goal of supporting and uplifting women from within. Organizations supported for their empowerment work from Atlanta strong and ambitious women include black-owned businesses The Village Market, 1787 Capital Group and The Pink Boss, and nonprofits City of Refuge, for their work providing services to women and people in crisis ; and Silence the Shame, which aims to break down barriers to access to mental health; and the Pinky Cole Foundation, for enabling generations of people of color to pursue their entrepreneurial dreams, among others. Pepsi Stronger Together will also host a panel moderated by award-winning actress and singer-songwriter Naturi Naughton featuring Dr. Lakeysha Hallmon (The Village Market), Myleik Teele (Curl Box, 1787 Capital Group) and Vanessa Parker (The pink box). They will discuss their own entrepreneurial journeys and mental well-being.
- Pepsi Dig In and Celebrity Chef, Carla RoomSupport black restaurateurs in Atlanta and beyond: Pepsi is bringing the Pepsi Dig In program, a multi-year mission and investment to support and empower Black-owned restaurants across the country, to Atlanta. Carla Room will host a panel of black women-owned restaurant owners, including Pinky Cole (Slutty Vegan), Rasheeda (Frost Bistro and Bar) and Tamara Young (Toast on Lennox) to discuss successes and challenges in the food industry. Brand partners with black women-owned restaurants Slutty Vegan, Fowl Play, Lazy Foodie and Cookie Society to create “Food Truck Village” at The Gathering Spot, where attendees can get free drinks, merchandise, cookies and other bites during their stay. the Summit on Saturday May 7. Visitors to the Food Truck Village will also be able to nominate their favorite black-owned restaurants for Pepsi Dig In’s new Restaurant Royalty program, which will formulate the ultimate list of the nation’s most beloved black-owned restaurants. Restaurants can be nominated via https://passport.pepsidigin.com.
“This weekend is so important because it’s so much more than a concert. There are panels, classes, culinary events and more, specifically aimed at showcasing and supporting BIPOC’s pioneering women in great Atlanta community,” said Ashaunna Ayars, festival partner and founder of Ayars Agency. “With Pepsi as our co-presenter, we were able to use their massive scale to do this beyond anything we could have imagined. when we created this idea. It’s a true celebration of the strength of a woman and how that comes to life every day in music, food, culture, art, finance and so much more.”
“I am deeply proud of what this festival represents and how we have been able to use our resources at Pepsi to be true collaborators and help co-present this important event,” said Todd Kaplan, Marketing Director – Pepsi. “When we engaged with Mary J. Blige last year at the start of our Pepsi Halftime Show journey, we were blown away by her drive and compassion to use her platform and voice to help others. So, when this opportunity was born using music as an entryway to help amplify and uplift this community of underserved women, we were all in. We’re excited to see it come to life next month.
“Our work in communities is rooted in our goal to use our brand platform as an arbiter of positive change and progress. Whether it’s our work with local restaurateurs, aspiring entrepreneurs, or legendary talent like Mary J. Blige, we want to celebrate success at the grassroots level while creating opportunities to pay it forward, which we hope fans will take away throughout the festival,” said Chauncey HamletMarketing Director, South Division – Pepsi.
“Our mission with Pepsi Dig In remains focused on resourcing and advocating for Black-owned restaurants and chefs,” says Alexis PorterSenior Director, Brand building, PepsiCo Food Service. “We are thrilled to partner with Mary J. Blige and the Strength of a Woman Festival to launch our new Restaurant Royalty program and ultimately amplify the voices of innovative Black women in the culinary industry.”
The Mary J. Blige and Pepsi “Strength of a Woman Festival & Summit”, in partnership with Live Nation Urban, will take place in the bustling city of Atlanta, Georgia with three days of music, comedy and community between May 6-8, 2022. All tickets can be purchased at www.soawfestival.com.
Friday, May 6
COMEDY SHOW at the Buckhead Theater
Mrs. Pat, Wanda, Just Nesh, Erica Duchess
FRIDAY NIGHT CONCERT at Tabernacle Atlanta
Kiana Ledè, Emotional Oranges, Pink RubyInayah, MK XYZ, Omeretta the Great
Saturday May 7
SUMMIT at The Gathering Spot ATL with Carla Hall
SATURDAY NIGHT CONCERT at the State Farm Arena
Mary J. Blige and Friends, Shaka KhanCity Girls, Special Guest Ella Mai, Special Guests Xscape, Queen Naija, Baby TateOmeretta the Great
Sunday May 8
Mother’s Day Brunch at City Winery
Kierra SheardLe’Andria Johnson
** Schedule may change
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About the Ayars agency
The Ayars Agency is a brand and entertainment marketing firm rooted in strategy – a personalized blend of analytics and real-world insights. TAA fully understands this generation’s worldview, behaviors, relationship to culture and the importance of brands in their lives. The Ayars agency also knows that today’s culture disruptors relate based on shared values and interests, not demographics, race, age, or gender. Their work is grounded in consumer insights, cultural truths and brand loyalty. As a result, they are able to design, implement and execute dynamic campaigns rich in cultural impact.
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SOURCE PepsiCo Beverages North America