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Last Updated: Tuesday, 8 April, 2003, 16:01 GMT 17:01 UK
Ms Dynamite in '1m' Pepsi deal
Ms Dynamite's Pepsi shot
Pepsi hope Ms Dynamite will bring them urban credibility
UK R&B star Ms Dynamite has signed a deal reportedly worth 1m to promote soft drink giant Pepsi.

Under the partnership, the multi-award winning singer will spearhead a scheme to discover and nurture future British musical talent.

Pepsi says she will act as "music consultant" to the company's UK arm.

Ms Dynamite, an outspoken critic of the war with Iraq and a prominent anti-gun campaigner, takes over from Gareth Gates as the face of Pepsi in the UK.

She joins an impressive list of pop superstars such as Michael Jackson, Madonna, Robbie Williams and Britney Spears who have previously endorsed the brand.

As one of the fastest rising urban music stars in recent years, Ms Dynamite brings an undeniable street credibility to the company.

Gareth Gates
Gareth Gates' Pepsi contract expired last month
In a photograph promoting the partnership, published in the Sun newspaper, she appears to have undergone a style makeover.

Ms Dynamite would act as a figurehead to break new musical acts, said a Pepsi spokesman.

"(The deal) broadens our current involvement within music into a whole new genre and more specifically involves discovering and nurturing new talent within the music industry," he said.

"Ms Dynamite will be involved in finding the individuals and will work closely with us in helping these new artists in their quest to make it within the music industry."

Pepsi was unable to confirm Ms Dynamite's reported 1m fee.

Pepsi is sponsoring a concert by Ms Dynamite at London's Brixton Academy on 26 April.

Later in the year, artists discovered by Ms Dynamite will be showcased at another of her concerts staged by Pepsi.

Tickets will be available only through a promotion the brand is planning for the summer.

Ms Dynamite, real name Niomi McLean-Daley, was named best female artist and best urban act at this year's Brits show.

The 21-year-old singer has also won three Music of Black Origin (Mobo) awards and sold 850,000 copies of her debut album, A Little Deeper.




SEE ALSO:
Brits winners attack war plans
21 Feb 03  |  Entertainment
Ms Dynamite tops anti-gun tour
17 Mar 03  |  Entertainment
Dynamic Dynamite looks ahead
13 Jan 03  |  Entertainment
Pepsi denies 'axing' Gareth Gates
10 Oct 02  |  Entertainment
Rap mogul resolves Pepsi row
14 Feb 03  |  Entertainment
Pepsi facility attacked in India
31 Mar 03  |  South Asia


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