via press release:
"Pepsi® Elevates the 56th GRAMMY Awards® Best New Artist Program”
Music fans to receive unparalleled access to exclusive content
What: Pepsi is partnering with The Recording Academy to produce the 56th GRAMMY® “Best New Artist” program, which is a discovery vehicle promoting the artists nominated for this annual award category.
Launching today, and as part of the Pepsi “Best New Artist” video series, Pepsi is unveiling a behind-the-scenes in-depth look at this year's nominees, featuring breakout stars who received GRAMMY nominations, including: James Blake, Kendrick Lamar, Macklemore & Ryan Lewis, Kacey Musgraves and Ed Sheeran.
The videos will give fans a sneak peek into their daily lives, their creative process and the evolution of their careers while sharing their excitement surrounding the Best New Artist nomination and describing their anticipation for Music's Biggest Night of the year.
· The Pepsi “Best New Artist” program will also feature a branded station on iTunes Radio, dedicated to nominees and based on the official GRAMMY® "Best New Artist" category. The “Best New Artist” station will launch on January 15.
· As an extension of the “Best New Artist” program, fans will also be able to learn more about each GRAMMY nominee by visiting a new Xbox Live Pepsi destination. Within the Pepsi branded destination, Xbox will feature a "Watch-to-Win" sweepstakes where fans will automatically be entered to win prizes, including an Xbox Music subscription or a flyaway trip for two to the 56th Annual GRAMMY Awards. Pepsi is the first brand associated with Xbox Music, and also the first brand to give away subscriptions for the platform.