Detroit-based R&B singer Kem joins Pepsi for multimedia campaign and virtual concert

Pepsi has captured attention and imaginations across southeast Michigan with its new Full of Detroit Soul campaign, a celebration of the city's rich music and entertainment heritage, and the relationship the company and this region have shared for nearly a century.

Not just a marketing move but also a social platform, the campaign includes support for community initiatives and charity causes, and elevates local artists. For the first phase, the company partnered with area visual artists on murals promoting local pride.  R&B singer Kem has also joined the effort and will give an exclusive virtual performance, including a meet-and-greet for Detroit residents only, on Jan. 7. 

Mural artists Désirée Kelly, Ndubisi Okoye and Sydney James have been commissioned to create works that can be seen throughout the city on billboards and wallscapes. Their murals celebrate elements of the city that define its identity, from cars to coneys to Black women as an entity. A "digital hub" at FullOfDetroitSoul.com highlights the artists and their work in lovingly shot videos that glorify the raw bounce, smooth vibe, wide-open laughter and down-home comfort of urban life. 

Related: Murals by three Detroit artists unveiled across the city

"In Detroit, arts and culture is everything," said Kem. "From Motown to today -- and even more so right now, it seems -- what used to be underground has really come out in the city, and there's truly a renaissance going on right now, pandemic notwithstanding.

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"Downtown is vibrant in a way it hasn't been since I was a kid," said the performer  (born Kim Owens in Nashville but raised in Detroit). "There are so many places to plug in and a wealth of places to hear great music."

The Grammy-nominated singer-songwriter found breakout success with his 2003 debut album, "Kemistry," propelled by the throbbing single "Love Calls," which became a modern R&B standard in the same way that Anita Baker's "Sweet Love" permeated Black culture in the 1980s. The album sold more than 500,000 copies; the follow-up, 2005's "Album II," reached sales of 1 million. 

Now -- after three Grammy nominations, another gold album, five No. 1 hit singles and sold-out shows around the globe -- Kem is pausing during the COVID-19 pandemic to reflect on his good fortune and the city he loves.

"I (grew) up on the sounds of the city," he said, "and cut my teeth playing in wedding bands, at bat mitzvahs, singing in gospel troupes, in the choir at Renaissance Unity Church. ...  Any artist in this city is infected -- infected -- by the vibe of the music and the culture. I'm grateful to be a part of it."

Pepsi's deep ties to the region include a manufacturing facility and distribution center employing more than 400 workers, a 19-year partnership with the Detroit Lions and a relationship with the Detroit Tigers. Over the last four years, Pepsi has put more than $1 million into support for organizations such as the Detroit NAACP, SER Metro Detroit and Latin Americans for Social and Educational Development.

"We're really excited about this Soul of Detroit campaign," Kem said. "Pepsi's been doing good work in the area for a long time with organizations like the Urban League and the Mosaic Youth Theatre, so when this opportunity presented itself, (it was) another way to shine a light on the great city of Detroit."

Nancy Gold, marketing senior manager for PepsiCo Beverages North America, emphasized the same. "For more than 80 years, Pepsi has been a part of Detroit's creative culture and community," she said in a news release. "As a Michigan resident, I am proud to showcase the creative energy, artwork and music this community has created from such talented people who reside in Detroit. Our hope through this platform is to partner with the community to shine light on its talent, both established and emerging, and give back to the community we call home."

With that goal in mind, PepsiCo and the PepsiCo Foundation have extended efforts on behalf of COVID-19 relief, granting $600,000 to the Community Foundation of Southeast Michigan and Urban League Detroit for increased medical and economic aid to Black and Latino communities and making a $30,000 donation to G1 Impact for Entrepreneurship Access. PepsiCo has also donated nearly 150,000 meals and products to Detroit residents through various partners this year.

Kem is drawing inspiration from the city's resilience as he prepares for the Jan. 7 virtual concert. (Local fans can register for the show and even vote on song choices at kem.fullofdetroit.com).

"I'm working on music writing now," he said. "The pandemic is perfect for that. The silver lining for me is being at home and continuing the creative process. If I'm not on the road, I'm a homebody. My wife and I have five kids, so there's never a dull moment in our house."

The singer's new album, "Love Always Wins," was released in August. His 2012 "What Christmas Means" is also receiving attention again now that the holiday season is in full swing. 

Related: On new Kem album, the romantic heart is still beating — but he's got fresh inspiration too

Related: Kem reflects on life as an artist during the pandemic

"This is my favorite time of year," he said. "We're not able to gather in the way we normally do, but the spirit of the holidays is with us. There are a lot of people really going through it right now, whether they're on the front line in the medical industry or whether they've lost a loved on to COVID-19. ... There's a lot of tragedy, but also I think there's a lot of light, and a lot of love. This is a fitting time to shine a light and do something positive to show what people are doing to get through these unprecedented times."

The extended break from audience interaction, he said, has him especially excited for the streaming concert.

"This will be my first bona fide virtual performance," he said. "I've done some things at home, with the keyboard, but this will be more of what people expect from a Kem live show.

"It's fitting that it's for Detroit residents," he continued, "because I started out as an independent artist in Detroit. Detroit was the first to play my album, 'Kemistry,' in the early 2000s. I was selling it out of the trunk of my car. I would be outside my apartment in my bathrobe, carrying boxes of CDs into my house, and my neighbors thought I was crazy, but that speaks to the grit and hustle and grind of Detroit. 

"And the city supported me," he said. "The people and the love of this city are the reason you and I are having this conversation today. And that speaks to the heart and soul of Detroit."

More information on Kem can be found at musicbykem.com and @musicbykem on social media.

Coming to the Motor City from Dayton, Ohio, Duante Beddingfield is the new arts and culture reporter at the Detroit Free Press. He can be reached at dbeddingfield@freepress.com.