The Biz of Fizz: How Artists From Taylor Swift to Tiesto Have Raked in Millions With Soda Deals in 2014

via Billboard

The second half of 2014 sees Big Gulp-sized soda partnerships with artists.

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In 2014, 7UP doubled down on its lucky number by linking with Tiesto, Ultra, Insomniac and others for its 7x7Up initiative: seven top festivals, seven rising DJs (Danny Avila, Disco Fries, Dzeko & Torres), a few Tiesto TV spots and a release party for his new album.

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For a media campaign surrounding its 2013 spokeswoman’s new 1989, Diet Coke sponsored a takeover of iHeartMedia’s top 40 stations and On-Air With Ryan Seacrest, as well as a TV blitz for a 30-second cat-covered spot featuring Swift’s “How You Get the Girl.”

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For World AIDS Day (Dec. 1), the soda giant is partnering with nonprofit Red and others to premiere exclusive new tracks from Queen (with unreleased Freddie Mercury vocals) and Aloe Blacc, followed by an Avicii/Wyclef Jean collab and a remix of OneRepublic’s “I Lived.”

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In a studio the company built with Complex Media in downtown Hollywood earlier this year as part of its “One of a Kind” program, up-and-comers Tinashe, Robert DeLong and RAC recorded three exclusive EPs with hot producers RZA, Dave Sitek and The Hood Internet.

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Besides partnering with Blake Shelton and Usher for a co-headlining set in Dallas in 2015, Pepsi made its smartest cola buy in 2014 with emerging talent: funding music videos by Sebastian Mikael, Mayaeni and Nico & Vinz.