PepsiCo confirmed as iTunes Radio launch partner

PepsiCo has been confirmed as the first food and beverage partner of Apple’s ad-funded iTunes Radio service.

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The food and drinks giant is the exclusive launch partner and will deliver a host of branded channels across its portfolio on iTunes Radio, a radio streaming service similar to Pandora or Spotify, which is now available to iOS users, including its desktop and Apple TV users. 

Pepsi is the first brand to debut on the service that will feature four stations dedicated to pop, country, Latin and dance music, with additional branded channels to follow later this year. PepsiCo has said it will use iTunes Radio to help launch “globally relevant” and emerging music acts in the US. 

Frank Cooper, PepsiCo’s global CMO, says: “We believe that today’s music eco-system allows our brands to play a more active role in supporting artists and engaging music fans.” 

Apple is understood to be in contact with UK-based advertising networks about potential similar tie-ups with brands here via its ad sales unit iAd, headed up by ex-chief digital officer Paul Wright. 

Apple also appears to be bolstering its iAd ranks within the UK, posting several job listings for disciplines including account management, business development and production design. 

The launch of iTunes Radio comes as the manufacturer launches its iOS7 update ahead of the launch of the iPhone 5s and 5c.

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