Pepsi Surprises THE X FACTOR Finalists with Hope for Fame

PepsiCo's Asia  Middle East and Africa CEO Saad Abdul-Latif with THE X FACTOR Contestants

THE X FACTOR Arabia’s Top 3 Contestants Offered Spots in New Educational Music Initiative

Kuwait, May 27, 2013 – In a surprise announcement during the finale of THE X FACTOR Arabia, Pepsi invited the winner and semi-finalists to participate in a one-of-a-kind musical educational initiative.

Organized in association with Sony Music Entertainment the customized education initiative is geared toward grooming the talented young contestants into artists that can look forward to enjoying successful, long-term careers in the music industry.

“With a long history of supporting established and emerging artists, music and entertainment lie at the core of Pepsi’s brand DNA. Globally, Pepsi has served as a pioneer in supporting artists in ways that go far beyond promotion and sponsorship, by recognizing and investing in rising talent and providing them with the tools to achieve success,” said PepsiCo’s Asia, Middle East and Africa CEO Saad Abdul-Latif.

“We are continuing this tradition, by providing emerging artists with the platform to get noticed and to reach consumers in ways that only having a partner like Pepsi – with its incredible global reach, scale, brand recognition and integration – can help them do. It’s about taking young artists who are enjoying their first taste of fame and setting them up for a long-term, successful career in the music business,” he added.

“We are very excited to be embarking on a unique and innovative initiative alongside Pepsi,” said President of Sony Music Entertainment Middle East & India Shridhar Subramaniam. “Both of us are committed to developing young new superstars from the region. This process is not only about discovery, but also about world class training, grooming and honing all the skills that are necessary to create a star for the long term. We are glad that Pepsi shares this vision and intention and is a genuine partner in this endeavor.”

The three contestants, Adham Nabulsi, Mohamed Al Riffi, and Ibrahim Abdulazim Abouhalka will embark on this once-in-a-lifetime opportunity. The customized music education program will include training, mentorship and interaction with present-day hitmakers, label executives, songwriters, image consultants and music producers through exciting boot camp sessions and studio visits.

Pepsi has a long history as an innovative player in the music industry, creating unique ways of engaging with music and fans, dating back to the early days of advertising. The launch of the new music educational program is the next chapter in Pepsi’s “Live For Now” campaign, the first ever global Pepsi campaign designed to capture the excitement of now by helping consumers make the most out of every moment.

(L-R) Adham Nabulsi  Ibrahim Abdulazim Abouhalka  Saad Abdul-Latif and Mohamed Al Riffi with Trophy

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales.  Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world.  PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo.  We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate.  For more information, please visit

About Sony Music Entertainment

Sony Music Entertainment is a global recorded music company with a roster of current artists that includes a broad array of both local artists and international superstars.  The company boasts a vast catalog that comprises some of the most important recordings in history. Sony Music Entertainment is a wholly owned subsidiary of Sony Corporation of America.