A special virtual performance by Grammy Award-nominated Detroit singer KEM as well as some fresh murals around the city are part of a new Pepsi Full of Detroit Soul campaign launched on Monday, Dec. 7.
The promotion offers "a multi-year community platform and creative campaign that builds upon and amplifies" the soft drink maker's activities in Detroit. Pepsi maintains a manufacturing facility and distribution center that employs more than 400 people and has made charitable contributions to organizations such as the Detroit NAACP, the Urban League of Detroit the Mosaic Youth Theatre of Detroit and others.
"Pepsi's been doing good work in the Detroit community for a long time," KEM (nee Kim Owens) said by phone Monday from Atlanta, where he also resides. "When this came about I thought it's another opportunity for me to be involved in something that shines a light on the city of Detroit."
The campaign began with a two-minute spot featuring KEM and the other creatives, including artists Desiree Kelly, Ndubisi Okoye and Sydney James, who have created murals and billboards located around the city. KEM's performance, meanwhile, takes place Jan. 7 and will feature his first full-band concert in support of his new album, "Love Always Wins," as well as a virtual Meet & Greet.
"It's gonna be a good look," he promised. "I've done some of the at-home livestreaming on Instagram, and that's fun. But I've been looking for an opportunity to do a loive performance that people would come to expect from a KEM performance...I feel like this will be our first bona fide foray in the virtual performance space."
KEM is currently determining a location for the show to stream from, while fans can register to attend via kem.fullofdetroitsoul.com -- which also offers them a chance to request songs for him to perform.
Pepsi is also releasing limited edition packaging featuring the Full of Detroit Soul artwork, as well as a digital hub highlighting the artists and some of the campaigns other programs.
More information and updates can be found at FullofDetroitSoul.com.
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