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Pepsi has teamed up with The Recording Academy to produce the 56th Grammy “Best New Artist” program, which aims to further promote the artists nominated in the annual category.
As part of the Pepsi Best New Artist video series, the brand is unveiling a behind-the-scenes look at this year's nominees, featuring those artists who’ve received Grammy nominations, including James Blake, Kendrick Lamar, Macklemore & Ryan Lewis, Kacey Musgraves and Ed Sheeran.
The videos are designed to offer fans a sneak peek into the artists’ daily lives, their creative process and the evolution of their careers while sharing the excitement surrounding the Best New Artist nominations and anticipation of the Grammy’s.
The program also features a branded station on iTunes Radio, dedicated to nominees and based on the official Grammy Best New Artist category. Fans also will be able to learn more about each nominee by visiting a new Xbox Live Pepsi destination, which features a "Watch-to-Win" sweepstakes where fans will automatically be entered to win prizes, including an Xbox Music subscription or a flyaway trip for two to the Grammys.