Pepsi MAX is celebrating 50 years of hip-hop with a partnership and international campaign in honor of The Notorious B.I.G.

The brand has worked closely with the late rapper’s estate and family to continue his legacy, and this time around has released a freestyle that dates back to 1997. Dropping the original studio audio, the one-minute freestyle hears Biggie talk about his love for Pepsi, especially on a hot day. This release is a prelude to a “distinct and excitingly immersive campaign that will connect his unique personality, style, and lyrical flow with the sounds of today,” which will also bring his “music to life across disruptive virtual and physical experiences and celebrate him from street art across major cities worldwide to limited edition Pepsi MAX cans, all paying tribute to and elevating his immeasurable influence on popular culture.”

“As we celebrate the 50th Anniversary of Hip Hop and its cultural impact on our world, we’re excited to honor Christopher’s legacy and continue bringing his music to a new generation of fans. While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.” said Ms. Voletta Wallace, Mother of Biggie Smalls and Founder of the Christopher Wallace Memorial Foundation.

“In this pivotal year of music, hip hop cannot be discussed without my dad,” added CJ Wallace, Son of Christopher Wallace, and Founder of lifestyle brand Frank White. “My dad is synonymous with rap, and his influence is unmatched. Taking one of his most well-kept secret flows out of the vault and working directly with Pepsi, the brand he cites is pretty dope.

“We are always keeping a finger on the pulse of culture while listening to music fans’ preferred choices, and in the lead up to this momentous cultural occasion, they told us they had Biggie on repeat,” said Gustavo Reyna, Senior Director Global Marketing at PepsiCo. “In celebration of the 50th Anniversary of Hip Hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honored to partner with The Notorious B.I.G. Estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.”

Stream the freestyle above.

Elsewhere in music, Mac Miller’s 2018 NPR Tiny Desk performance is receiving a vinyl LP release.
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