The announcement follows on from the unearthing of a freestyle that Biggie recorded in1997 which sees the genre’s most iconic artist declare his love for the soft-drink brand.

August 11th marks 50 years since the momentous occasion when Kool Herc first took to the turntables to lay the first bricks in the foundations of Hip Hop. To celebrate this historic moment in music history, Pepsi has partnered with The Notorious B.I.G. Estate to announce an international campaign that amplifies the legacy of one of the genre’s most iconic artists.

From its roots in New York in the 1970s, the Hip Hop movement sparked the emergence of art forms such as beatboxing, rapping, DJing, breakdancing, and street art, just to name a few. These artistic expressions formed the basis of the modern Hip Hop genre and ultimately changed the trajectory of global music and popular culture.

Pepsi has been working closely with Biggie’s Estate to put together a campaign that honours both Biggie’s legacy and the enduring cultural impact of Hip Hop: from influencing new modern genres including K-Pop and Afrobeats, to inspiring new variations of Rap across different corners of the globe. The new collaboration builds on Pepsi’s long and storied history of working with some of the biggest musicians of all time across a number of these genres.