PEPSI MAX® CONTINUES ITS HIP HOP CELEBRATIONS BY UNVEILING THREE MURALS IN THE UK’S CAPITAL THAT PAY TRIBUTE TO THE NOTORIOUS B.I.G.

Pep­si MAX® is con­tinu­ing its 50^th Anniversary of Hip Hop cel­eb­ra­tions by unveil­ing a series of mur­als across Lon­don in hon­our of one of the genre’s most pro­lif­ic icons: The Notori­ous B.I.G. The unveil­ing of these trib­utes fol­lows last month’s announce­ment that Pep­si MAX has teamed up with The Notori­ous B.I.G. Estate to mark the music genre’s land­mark mile­stone, and pay homage to Biggie’s endur­ing leg­acy that is still revered and loved today.

Pep­si MAX has enlis­ted the bold and ener­get­ic styl­ings of some of the UK’s finest street artists, Mr Cenz, Gent 48 and Joey Green to bring the vibrance of Biggie’s rhythms and rhymes to the streets of Brix­ton, Peck­ham and Shored­itch respect­ively through their own cre­at­ive lens. Inspired by quotes from the rap legend’s fam­ily and some of his not­able lyr­ics, each mur­al delves into unique ele­ments of Biggie’s iden­tity, includ­ing his Jamaic­an her­it­age, his love of fash­ion, and his laid back approach whilst edging towards the height of his suc­cess. Fea­tured amongst the vivid col­ours and detailed brush strokes of the three unique mur­als, is the brand’s cam­paign title ‘One More Time’ which sig­ni­fies Biggie’s time­less return to the fore­front of cul­tur­al con­ver­sa­tion once more through cre­at­ive trib­utes to his last­ing impact.

Mr Cenz, mur­al­ist who brought Big­gie to Shored­itch said: “While it’s no secret that The Notori­ous B.I.G. is one of the most immor­tal­ised musi­cians through street art, get­ting to hone in on a spe­cif­ic ele­ment of his iden­tity while part­ner­ing with Pep­si MAX, a brand that cham­pi­ons music and cul­ture, has been truly spe­cial. Col­lab­or­at­ing on a mur­al that’s truly unique, my piece explores Biggie’s influ­ence on hip hop cul­ture out­side of music, as his style undoubtedly shaped how fans of the genre dressed.”

Gent 48, whose mur­al can be found in Peck­ham, said: “It’s been an abso­lute pleas­ure to work with Pep­si MAX to com­mem­or­ate one of the most recog­nis­able faces in hip hop dur­ing this monu­ment­al mile­stone for the genre. Big­gie was known for tak­ing a chilled approach to his hustle to the top of his game, des­pite his massive pres­ence in hip hop, so my mur­al plays on that notion. I wanted to por­tray him in his ele­ment enjoy­ing the trop­ic­al sun around a hot tub, quietly bask­ing in his suc­cess — and rightly so!”#

Joey Green, whose Big­gie trib­ute has taken over Brix­ton, said: “Biggie’s fam­ily has been instru­ment­al in con­tinu­ing his leg­acy over the years, so I was thrilled to cre­ate a piece inspired by an anec­dote from his moth­er, Ms. Voletta Wal­lace about his child­hood and Jamaic­an roots. My piece is heav­ily inspired by themes of his home island which he vis­ited every sum­mer as a child and which I ima­gine would have influ­enced the man and legend he grew up to become.”

Born Chris­toph­er Wal­lace in Brook­lyn, New York, the icon­ic rap­per, bet­ter known by his stage name ‘The Notori­ous B.I.G.’, is widely con­sidered one of the greatest rap­pers of all time and most influ­en­tial of the 1990s rap era. Biggie’s music still feels as fresh and cur­rent as it did back then, and his impact on music and broad­er cul­ture con­tin­ues today.

So, why has Pep­si MAX teamed up with The Notori­ous B.I.G. Estate? Well, an old free­style was unearthed that high­lighted Big­gie was a ‘B.I.G.’ fan of Pep­si. The track, recor­ded in 1997, fea­tures the lyr­ics,

“Noth­ing can beat the P‑E-P-S‑I, yes I drink it con­stantly / Some­thing ’bout the taste feels great, less filling / Tell ’em Big­gie said to drink it all, don’t test me / Noth­ing else beats a Pep­si / If it is, let’s see/ I’m thirsty.”

The track was remastered and released as part of Pepsi’s trib­ute to Big­gie when he was posthum­ously induc­ted into The Rock and Roll Hall of Fame. The Pep­si Free­style not only high­lighted Biggie’s love of Pep­si, but also forged a trus­ted part­ner­ship between the wider brand includ­ing its no-sug­ar vari­ation and his Estate, com­ing togeth­er in the 50^th year of Hip Hop to hon­our his impact inter­na­tion­ally.

Pep­si MAX’s part­ner­ship with Mr Cenz, Gent 48 and Joey Green forms a con­tinu­ation of the Pep­si MAX ‘Thirsty For More’ brand philo­sophy, which uniquely cel­eb­rates the life of true chal­lengers who break the mould and pur­sue pas­sion & enjoy­ment to get the most out of life — an eth­os that these artists epi­tom­ise through their ded­ic­a­tion to their craft. Identi­fy­ing trends with­in cul­ture, Pep­si MAX is known for its ground­break­ing cam­paigns and bound­ary-push­ing cre­at­ive and with this latest cam­paign, it is on a mis­sion to bring fans closer than ever to their favour­ite artists„ and pas­sion across music and enter­tain­ment, through unmiss­able exper­i­ences.

Big­gie fans can find the mur­als at Vil­lage Under­ground Shored­itch, Queen’s Road Peck­ham and 500 Brix­ton. Each includ­ing a scan­nable QR code that will take users to all the latest Pep­si x

Big­gie con­tent. To learn more about The Notori­ous B.I.G. mur­als and Pep­si MAX’s ‘One More Time’ cam­paign, head over to @PepsiMAXUK Ins­tagram and Face­book chan­nels.

Join the con­ver­sa­tion online by fol­low­ing #Big­gieOneMore­Time #Thirsty­For­More #BIG­Forever

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Rishma Dhaliwal

Edit­or / PR Con­sult­ant at No Bounds

Rishma Dhali­w­al has extens­ive exper­i­ence study­ing and work­ing in the music and media industry. Hav­ing writ­ten a thes­is on how Hip Hop acts as a social move­ment, she has spent years research­ing and con­nect­ing with artists who use the art form as a tool for bring­ing a voice to the voice­less. Cur­rently work­ing in TV, Rishma brings her PR and media know­ledge to I am Hip Hop and oth­er pro­jects by No Bounds.

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