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Pepsi will continue its year-long celebration of the 25th anniversary of Michael Jackson’s Bad August 29 at New York City’s Gotham Hall with performances from Ne-Yo and Melanie Fiona and a DJ set from Swizz Beatz.
In addition to celebrating the music of Bad, the Summer Beats Concert will also feature performances of the artists’ current hits, including Ne-Yo’s Let’s Go, a collaboration with Calvin Harris that was originally written as a European soccer anthem for Pepsi Max.
Earlier this year, Pepsi also celebrated the 25th anniversary of Bad with 1 billion limited-edition cans featuring Jackson’s iconic silhouette, worldwide giveaways for special prizes like jackets inspired by the original BAD Tour and tickets to Cirque du Soleil’s Michael Jackson: The Immortal World Tour and free downloads of custom remixes by dance producers like A-Trak.
“Pepsi has always been at the forefront of pop culture, helping to shape the music landscape,” Brad Jakeman, president, Global Enjoyment Brands, and chief creative officer, PepsiCo Global Beverages Group, said in a statement in May. “This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson’s music in an engaging and very now kind of way — it’s a model example of how Pepsi’s ‘Live for Now’ campaign can manifest itself in a way that resonates the world over.”