The queen is making her mark. Beyonce and Pepsi have teamed up again for a $50 million, multi-year branding deal and creative partnership beginning in 2013. “According to Frank Cooper, PepsiCo’s global chief marketing officer, more collaborations with all levels of the songwriting process are in the works to make Pepsi an important, integrated part of the music ecosystem”. What is interesting about this partnership, in comparison to others I have written about, is that the company of a product (Pepsi) is relying on the artist (Miss Beyonce) for her reputation to build their business ventures. Cooper states, “Our goal is not the begin and end with Beyonce. It’s using Beyonce and partnering with her so we can highlight the other platforms that we’re building”. Cause let’s face it: Beyonce is on top of the world. Really, she doesn’t need too much help expanding her brand, gaining fans, and selling out tours worldwide. She’s a boss, and a self-proclaimed diva, which she defines as a “female version of a hustla” (Beyonce, “Diva”). Honestly, I think Pepsi benefits more from this partnership that Beyonce, but hey, $50 million is $50 million at the end of the day.