Beyonce's $50 million deal with Pepsi is more than a deal.
It's a partnership in every sense of the word, and could be emblematic of what’s coming in the arena of celebrity endorsements as artists angle for creative control.
Or she could just have taken a page from Jay-Z's blueprint.
The unconventional multi-year agreement includes standard advertising like TV and print ads as well as a “fund to support the singer’s chosen creative projects.”
These projects are as of yet undefined but could include events, photo shoots or “almost anything else” that Bey deems a creative partnership opportunity.
“Pepsi embraces creativity and understands that artists evolve,” Beyonce told The N.Y. Times.
The 31-year-old noted that “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
As bold and broad as that sounds, it's also very non-specific and nebulous.
Of course, one expert in celebrity endorsements tells Forbes that positioning is just as important as any line-item details, and in that regard she's scored a major coup:
“Who talks about deals anymore? The press doesn’t get excited if a celebrity’s just doing a commercial. A partnership, though. That makes a great headline.”
The unique positioning of a collaboration like this, while unorthodox, advertising gurus say, is hardly unprecedented, even within Beyonce's own family.
In 2006, husband Jay-Z was named named “co-brand director” for Bud Select.
Anheuser-Busch said at the time that he would “participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs.”