Young Money rapper Drake has teamed up with beverage company Sprite to promote their “Spark” Music Project, which caters to teens and young adults who have a passion for music.
The program will reportedly launch next month on Sprite’s official website, and visitors will be able to remix tracks from Drake with other emerging artists around the world. Joe Tripodi, chief marketing and commercial officer of Coca-Cola, explained that Drake was the perfect match for this worldwide project. “We looked at a lot of artists for this campaign. As we filtered through, we realized we wanted someone with a breadth of interest across the globe — a new, fresh, young talent.”
The partnership has recently yielded a nationally circulated commercial, which will also be hitting international markets very soon. Along with Drake, featured in the commercial are Noah “40” Shebib and Boi-1da, two close friends and producers who have been integral to the Toronto rappers success. “The day we were shooting they had generic extras in this beautiful set they had created,” Drake told Billboard.biz. “I told them, ‘look, honestly, this is not really how I record. My recording sessions don’t look like a party — we actually come to work.’ To make it a genuine studio moment I asked if 40 and Boi-1da could be a part of it — they are key elements behind my creative process. To have all three of us in the commercial was a glorious moment for me.”
This is not the first time Sprite has chosen a Hip Hop artist to help promote their products. Pete Rock, Common, Fat Joe, and Nas have all been featured in Sprite commercials throughout the years. The “Spark” campaign also has a separate film program which will feature prominent music video and film director Rik Cordero. The film program is expected to be unveiled in April.
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Drake’s debut Thank Me Later currently has no release date, however the rapper recently stated his first single off the album will be called “Over.”
