Pepsi, a brand of Purchase, N.Y.-based PepsiCo, announced an innovative second screen NFT experience in partnership with Billboard and MRC Live & Alternative to provide a new way for consumers to engage with live entertainment. The Pepsi Mic Drop x Billboard Music Awards “Winners’ Club” NFT Collection, available through the Billboard ChartStars platform, is a limited-edition digital collectible collection created for the “2022 Billboard Music Awards” (BBMAs), which gives fans the opportunity to claim NFTs in real-time as awards are announced throughout the show. 

Additionally, the telecast will feature a brand-new “Pepsi Mic Drop Moment” honoring one artist or group that has earned unique success on the Billboard Hot 100, continuing the Pepsi brand’s legacy in working with and supporting musicians.

The Pepsi Mic Drop x Billboard Music Awards “Winners’ Club” NFT Collection will mark the first time music fans will be able to take home a piece of the Billboard Music Awards through Billboard ChartStars, built on eco-friendly Flow blockchain. As each award is announced live during the show, a custom digital collectible will unlock in real time, available for free minting for only 20 minutes, rewarding hardcore Billboard Music fans with one-of-a-kind NFTs celebrating this year’s awards. Consumers can get in on the action and learn how to redeem the “Winners Club” NFT Collection all night long by following Pepsi, Billboard and BBMAs on all social channels and visiting BillboardChartStars.com.

The exclusive NFTs aren't limited to the existing Billboard Music Award categories, though. One additional exclusive drop will feature the Pepsi Mic Drop Moment, a brand-new honor from Pepsi celebrating one artist or group who has achieved huge success on the Billboard charts this year. While the honor is presented live during the telecast, consumers can look out for the QR code driving them to the Billboard ChartStars drop to redeem the exclusive “Pepsi Mic Drop Moment” collectible featuring the honoree for a limited time during the show. (QR CODE is a registered trademark of Denso Wave Incorporated).

“Pepsi has a deep-rooted heritage in music, so our partnership with Billboard to create the Pepsi Mic Drop x Billboard Music Awards ‘Winners’ Club’ NFT Collection is a great reflection of our ongoing desire to connect with fans that share our unapologetic love of music,” said Todd Kaplan, chief marketing officer for Pepsi, in a statement. “This collection is built to be broadly accessible to music fans who want to capture a piece of history from this year's 2022 Billboard Music Awards. It's free to mint and easy to access through a never-been-done live minting experience and shows our commitment to the Pepsi Mic Drop platform and desire to create new experiences for music fans everywhere.”

The Pepsi Mic Drop x Billboard Music Awards “Winners’ Club” NFT Collection is the latest in the brand's sustained commitment to Web3 and the innovative space of non-fungible tokens (NFTs). Last year, the brand launched the Pepsi Mic Drop genesis NFT collection, one-of-a-kind generative style NFTs celebrating the brand's legacy in music, and recently partnered with Mary J. Blige's "Strength of a Woman Festival & Summit" on an exclusive NFT drop for attendees, showcasing trailblazing women in web3, music, entertainment, food, business and more.

As previously announced, the launch of Billboard ChartStars marks Billboard's first scalable NFT-based collection of artist-focused digital artwork that commemorates achievements and milestones on the Billboard Charts. Powered by Unblocked, Billboard's NFT technology partner, Billboard ChartStars will run on the Flow Blockchain platform.