Whether it’s Rihanna hollering “Everybody say HTC! Say Budweiser! River Island!” during her recent 777 tour or the hosts at last night’s Jingle Bells Ball getting the crowds at the 02 Arena to cheer louder for BlackBerry than for Girls Aloud or The Wanted, brands and music seem to be forging ever closer (and more profitable) relationships.
But the biggest signifier of the enmeshing of worldwide domination of our beloved popstars with the interests of what they can persuade us to buy came today with the announcement that Beyoncé Knowles, 31, is the new global brand ambassador for Pepsi in a deal reported to be worth $50 million
