Doritos Blaze and rapper Busta Rhymes are searching for a new hip-hop star who will get a shot at performing during a major music festival, building a career, and winning $50,000 as the grand prize winner of “Blaze the Beat.”
Doritos Blaze is a spicy brand of the Doritos chip. [PRNewsfoto/PepsiCo]
It’s a spin-off of a collaboration between Rhymes and Doritos, a brand of Plano-based Frito-Lay, that started earlier this year when Rhymes was featured in a Doritos Blaze Super Bowl LII commercial. Doritos Blaze is a spicy brand of the Doritos chip.
In the new competition, Rhymes will serve as a coach and mentor. Kicking off the contest, Rhymes, producer Terrace Martin, and All Def Music are joining together to create the Doritos “Blaze Beat,” the first hip-hop track made entirely from heat- and spice-inspired terms.
“Everyone in the country saw the Doritos Blaze Super Bowl commercial a few months ago,” Rhymes said in a release. “Now, I’m looking to pass the torch to the next generation of lyricists … “
Aspiring hip-hop artists can submit their own original lyrics on the Blaze the Beat website, and view who has the hottest tracks, according to Doritos.
Submissions will close Aug. 17, and Rhymes and his team will select five finalists to share the stage with a major headliner at the official Life is Beautiful Music & Art Festival pre-party Sept. 20 in Las Vegas on the Doritos #BlazeStage.
“Our goal is for Blaze the Beat to open doors for hip-hop artists who wouldn’t otherwise get a legitimate chance for a major breakthrough.”
Rachel Ferdinando
Then, one winner will be chosen as the Blaze the Beat champion and win a $50,000 grand prize.
Doritos has long been involved in the music industry, with stages and performances at well known events such as South by Southwest and E3, according to Rachel Ferdinando, vice president of marketing for Frito-Lay North America.
“Now, we’re really looking to give back to the music community and create meaningful opportunities for aspiring musicians,” Ferdinando said. “Our goal is for Blaze the Beat to open doors for hip-hop artists who wouldn’t otherwise get a legitimate chance for a major breakthrough.”
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R E A D N E X T
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As part of Doritos' new SOLID BLACK initiative, seven Changemakers will each receive $50,000 and the chance to share their stories on all of the brand's public channels, which includes limited-edition chip bags. Doritos is also committing $100,000 to nonprofit civil rights organization National Urban League.
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The snack company says the hirings are enabling it to meet strong consumer demand—and are filling increased job openings due to Frito-Lay expansions, new go-to-market strategies, and backfilling vacant postings. The average pay for its supply chain employees is $22.48 an hour, with an opportunity in some roles to earn up to $43.32 an hour.
