Pepsi Stronger Together and Gamesa® Team Up with Fat Joe to Launch $100K Scholarship Program

Pepsi Stronger Together and Gamesa® Team Up with Fat Joe to Launch $100K Scholarship Program

Pepsi Stronger Together and Grammy-nominated recording artist, entrepreneur and philanthropist Fat Joe are teaming up, in partnership with Gamesa Cookies, one of Mexico’s most beloved consumer food brands and largest manufacturer of cookies, to create a bigger stage for aspiring musicians and artists — by launching their first national scholarship search.

The program, part of PepsiCo’s series of grassroots initiatives tailored to local communities, aims to support underserved youth nationwide by inviting students to apply to receive one of four $25,000 scholarships towards an education in music and arts, according to a press release.

“Across some of the largest cities in the country, Black and Hispanic students under index on access to creative arts education, despite the benefits and opportunities it provides. Addressing the needs of underserved communities is why Pepsi Stronger Together was created and given our brand’s rich history and footprint in music and entertainment, this program was a natural fit. We are honored to have the help of leading artists like Fat Joe and Angie Martinez — people that have broken barriers to get to where they are today — as we collectively look to open more doors for multicultural youth who want to pursue an arts education,” said Derek Lewis, PepsiCo’s Multicultural Business and Equity Development president.

The program kicks off in New York City on June 12 where Fat Joe will serve as Padrino (Godfather) of the Puerto Rican Day Parade on the Pepsi Stronger Together and Gamesa float. He will be joined by NYC radio personality Angie Martinez, former Bronx borough president Ruben Diaz Jr. and singer Tony Sunshine.

“I’m honored to work with Pepsi Stronger Together to create opportunities for the next generation of multicultural leaders and give them the resources to pursue their dreams in music and arts,” Fat Joe said.

“As an entertainer with a public platform, I take my responsibility to blaze a trail for the future very seriously. It’s important that we empower our youth — especially from underserved communities — so they have the confidence and foundation to reach their full potential.”

Following the NYC kick-off, Pepsi Stronger Together and Gamesa will take the tour national with stops in Los Angeles, supported by internationally celebrated photographer and film maker Estevan Oriol, and Houston, with help from Texas rapper and scene icon Bun B, before culminating in Miami. The four scholarship winners will be announced in October at iHeartRadio’s Fiesta Latina concert in celebration of Hispanic Heritage Month.

High school seniors nationwide can apply online at until Sept. 20, 2022. Each of the four cities will also feature a designated site where students can apply in person with the help of on-site staff, starting with Fat Joe‘s UP NYC store in the Bronx.

As an extension of PepsiCo’s Racial Equality Journey efforts, this national scholarship program focused on music and arts adds to PepsiCo’s community investment, which together with the PepsiCo Foundation, includes a commitment to provide more than 4,000 community college scholarships to support Black and Hispanic students pursuing two-year and four-year degrees. To date, the Uplift scholarship program is now available in 20 U.S. cities, and the Foundation has disbursed funding for nearly 1,800 scholarships. It has also provided nearly 300 community impact grants and created pathways to high-quality careers through the Pathways to Readiness and Empowerment Program.