In December, Fat Joe announced the Pepsi Wild Cherry “Your Wildest Dreams” virtual Hip Hop talent competition. The Riveting Entertainment-produced presentation was available exclusively on Triller.
“‘Your Wildest Dreams’ was inspired by my love for both Hip Hop music and discovering new talent,” said Fat Joe. “I’ve teamed up with Pepsi, a brand with a long history in music and culture, to launch the new competition in the search for the new big Hip Hop superstar.”
The “All the Way Up” emcee continued, “We have also partnered with some of Atlanta’s most influential movers and shakers in the music business to help judge and mentor the talent. I’m excited to see who will rise to the top.”
— TRILLER (@triller) January 16, 2021
Fat Joe, producer Mike WiLL Made-It, producer Quay Global, rapper Mulatto, branding/marketing specialist Ashaunna Ayars, and on-air radio personality Kenny Burns were part of the all-star panel that helped select the winner. The top finalists were T-Lyon, Harmonie Holt, and Venus of Earth.
Each of the last three contestants had to perform live at the Triller House in Atlanta to compete for the ultimate prize. T-Lyon of Fort Pierce, Florida was crowned the winner. He was awarded a mentoring session with the panel of judges as well as placement in a 2021 Pepsi Wild Cherry ad.
“As a brand steeped in music, we’re thrilled to partner with the incomparable Fat Joe and Triller to continue our work in spotlighting and supporting emerging artists. This program was inspired by the amazing new Hip Hop talent we’re seeing coming out of cities like Atlanta,” said Chauncey Hamlett, CMO South Division, PepsiCo Beverages, North America.
Hamlett added, “Though this year has changed what typical music and entertainment programming looks like, we are excited to completely transform the traditional talent search and competition show. By going fully virtual, we’re able to connect aspiring musicians at home with some of the industry’s leading talent and mentors, all while entertaining music fans across the country.”
Bonin Bough, Triller’s Chief Growth Officer, said, “Ever since it first launched, Triller has been laser-focused on highlighting creators, so we’re thrilled to partner with Pepsi and Fat Joe for this amazing competition.”