FOX announced today that Pepsi is an Official Sponsor of X Factor US.
I’m not going to post the entire press release (You can read it HERE). Suffice it to say, there’s tons of hyperbole and obligatory quotes from the usual suspects.
For instance Simon Cowell says, “I am absolutely delighted Pepsi is going to be our partner for The X Factor in America. It feels like the perfect fit, and I love their ambition and excitement.” Erm. Whatever, Simon.
Pepsi’s partnership with X Factor, it’s going to go a little something like this:
“With Pepsi as an official sponsor, we have the opportunity to introduce incredibly exciting, one-of-a-kind initiatives that complement the creative spirit of THE X FACTOR, ” said Jean Rossi, President of FOX One and Executive Vice President of Sales for Fox Broadcasting Company. “Our marketing partnership with Pepsi will showcase more groundbreaking integrations and promotions that we continue to build at FOX.”
I need a shovel right about now.
This is pretty funny:
“THE X FACTOR’s move to the U.S. is important because it’s about real excellence in music; from the selection of the artists, the development of their performances and the music they ultimately produce, ” said Frank Cooper, Chief Consumer Engagement Officer of PepsiCo Americas Beverages. “When you combine those elements with Pepsi’s own deep heritage in music and focus on advancing popular music, you have a powerful partnership that benefits artists, fans and music culture.”
Unlike that other crappy show Coke is sponsoring.
FOX’s helpful press release lays out the X Factor rules for the unfamiliar:
Those contestants who survive the first auditions graduate to “boot camp” and will then be divided into four categories: girls under 25, boys under 25, individuals over 25 and groups. Each category will be mentored by one of the show’s judges, including the inimitable Cowell. The contestants will be put through the paces and mercilessly whittled down until the top acts remain. Not only is it a battle between the hopefuls to stake their claim for the coveted win, but it’s also a showdown among the judges as to whose acts will dominate and make it to the finals. The judges may have their say in how the competition progresses, but it will be up to America to decide who ultimately has THE X FACTOR.
Well those are the rules. For now.
Anyone who has watched X Factor UK is familiar with Simon’s penchant for changing the “rules” on a whim. After all, he’s the guy who recently said in an interview that he hated rules!
A front runner is over 25? Change the Overs age cut-off to 28! The sweet little teen you want to sign is in danger of elimination? Extend by a week the judges’ ability to pick who goes home! It’ll be interesting to see how the American public responds to the way Simon plays hard and fast with the rules.
So now, the battle lines between American Idol and X Factor are drawn! It’s UMG Vs. Sony. Artistry Vs. Showmanship and COKE Vs PEPSI!
Let the games begin…