It's no secret that I am an advocate for female leaders. If you've been near my desk during working hours, it won't come as a surprise that I'm a Beyonce fan. Of all of the adjectives that come to mind to describe her, "leader" is far from the top.
However, after reading this NY Times article, I had to rethink my position. After breaking away from the girl group, Destiny's Child, Beyonce made a name for herself as one of the most successful solo acts of all time. More interestingly, she developed an industry around her personal brand.
Unlike many female performers, Beyonce has found a way to push the envelope on what is considered sexy, while at the same time, remaining parent-approved. First Lady Michelle Obama not only shared that the first daughters, Sasha and Malia, are fans, but she collaborated with the musician on her MOVE campaign to end childhood obesity.
Although her husband, rapper Jay-Z, is often heralded as a mogul, Beyonce is definitely in that realm. Not only has she ventured into the typical business outlets that her peers pursue - clothing lines, perfume, and general brand-supporting merchandise - but her latest deal with Pepsi proves that she can think beyond the normal and is paving the way for what is possible.
From my memory, Pepsi has been partnering with musicians as far back as Michael Jackson in the late 70's early 80's. What Beyonce is doing differently is "collaborating" with soft drink company to serve as much more than a brand ambassador. She is using this platform to elevate both brands and to provide "street credibility" with previously untapped audiences - again, for both.
Thinking about her willingness to embrace alternative deals such as this one makes it clear why she remains on the top lists of wealthy artists. Even if she doesn't create the deals, she's smart enough to surround herself with those who do and even smarter to say "yes" when she sees opportunities to extend her reach while remaining true to her authentic brand.
