Now United and Pepsi today announce they are to launch a search for a new member from the Middle East and North Africa (MENA) to join the world’s first global pop group, created by music industry icon Simon Fuller. The search follows a stunning live performance from the group last month in Dubai for the launch of Pepsi Black. The event was filled with dedicated fans and influencers from around the region.
The search will deepen links that Pepsi shares with Fuller and the innovative group, and emphasise the brand’s enduring commitment to supporting emerging music artists in the region and globally. Now United also takes center stage in the international “For the Love of It” Pepsi campaign.
Now United is currently comprised of 14 young artists, each from different countries, and Fuller sees the addition of a new member from the MENA region as a natural and important move.
Fuller said, “Now United is all about incredible young talent coming together to share their passion for music and dance, and to represent their unique backgrounds in a positive spirit. The MENA region has such rich and diverse musical influences. We are looking forward to finding extraordinary talent who will represent the region on a global stage, whether they are from Riyadh, Amman, Beirut, Cairo, or anywhere else in this wonderful part of the world. Pepsi have always inspired and enabled my ambitions, so they are the perfect partner for this unprecedented search.”
Now United and Pepsi are inviting potential group members from across the MENA region to submit an audition video to www.search.nowunited.com. Fuller and the group will then select the best candidates to attend a rigorous audition and boot camp in Dubai planned for late January, from which one candidate will be chosen as Now United’s newest group member.
Now United’s Indian group member Shivani Paliwal commented, “We’re so glad to have Pepsi support us in our search to find the newest addition to our Now United family. We can’t wait to come back to the Middle East to look for someone to join our Now United family — we know we are going to find someone incredible! “
Nadim Nakfoor, MENA Franchise General Manager and Senior Vice President, PepsiCo, said, “We are thrilled to welcome Now United back to the region and to partner with them in the search to find their newest member. Pepsi has a long history of working with rising artists, and we can’t wait to see the incredible talent from the Middle East.”
Source: Now United, XIX Entertainment