Pepsi is calling on TikTok and MTV to help discover the music industry’s next big star. The three brands are teaming up on a new music competition show, “Becoming a Popstar,” that will feature eight artists (all discovered on TikTok) attempting to win over judges Joe Jonas, Becky G, and Sean Bankhead. Contestants will create original songs and music videos each week to air on TikTok (fans can vote on their favorite videos each week through the app), while participating in a series of contests and singing challenges that tie into TikTok’s music features, like a “Duets” competition. “Becoming a Popstar” hopes to reimagine the music competition genre for young viewers while tapping into TikTok’s growing influence on the music industry. YPulse’s social media behavior research found that 59% of Gen Z say entertaining content is among the main reasons they visit social media platforms they use. (Marketing Dive)
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