Mindshare launches Pepsi music on MySpace

Mindshare has launched Pepsi Maxcast, a unique music destination on MySpace. The project marks the first work from Invention – the newly formed creative group within Mindshare – since the arrival of Michaelides & Bednash.

Pepsi Maxcast will target a 20-30 year old demographic and will allow them to find the best new and live music from the vast array available on MySpace. It works by bringing together seven leading curators: music artists and DJs, to offer regular picks, by genre, in new and live music.

Pepsi Maxcast will include exclusive ‘Access All Areas’ sections and video profiles providing insights into each of the curators’ lives along with music players showcasing new music recommendations and a ‘This Week’ area where fans can get the inside gossip and news from the artists.

Users will also be able to post their own gig flyers, recommend new music and vote for new talent to be included on the Maxcast Radar.

Bruno Gruwez, UK Marketing Director of Pepsi said: “Pepsi Maxcast delivers on our ambition to create something totally new and valuable in order to connect with our 20-30 year old audience through music.”

Paul O’Neill, Mindshare Invention Leader, said: “Everyone knows the best music is on MySpace, but finding it is like a needle in a haystack. Pepsi Maxcast is the antidote to this. It’s an original and much needed music destination that people will want to share with their friends”

The initial line-up of music artists includes: Carl Barat (ex-Libertines), Sam Sparro (chart-topping singer songwriter), Jodie Harsh (DJ and Queen of the social pages), The Loose Cannons, (DJ duo) Tinchy Stryder (Urban scene’s fastest rising MC) and Peyton (up and coming house music star). More artists are planned for the future.

To fuel interest in Pepsi Maxcast, Mindshare has created an on-line advertising campaign exclusively on MySpace and an on-line seeding campaign among key music opinion formers.

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