In a move that Patrick Coffee calls "unprecedented—or at the very least extremely rare," Beyonce's recently signed sponsorship deal with
PepsiCo includes, beyond the standard commercial-starring gigs, “a multimillion-dollar fund
to support the singer’s chosen creative projects." These projects could include "'live events... or almost anything else' including humanitarian efforts," writes Coffee. "At this moment in time, big brands like Pepsi have a lot more money than record companies to support a music
industry that’s still hemorrhaging revenue. Pepsi clearly wants to beat Coca-Cola at the music sponsorship game, so we say it’s your move, Coke."