Eva Rinaldi Photography: Jason Derulo, Coke and music connection, by Eva Rinaldi

October 18, 2011

Jason Derulo, Coke and music connection, by Eva Rinaldi - 18th October 2011

Parramatta Westfield was packed with young ladies Sunday as Jason Derulo hit the stage.

The ultra talented and popular Derulo is a 16 time multi-platinum singer - songwriter. The heartthrob performed some of his most popular numbers including It Girl, Don’t Wanna Go Home and In My Head. We've got news for you. Jason was there to do a bit more than just to provide "free" entertainment. Jason (and most assuredly his management) also had promoting COKE on their agenda.

What the crowd didn't see was the dozens of personalised cokes in cartoons being snuck into the crowd area, all with "Jason" imprinted on the cans.

Make no mistake, the music industry at the top end is corporate business. Network and pay TV, commercial radio station deals, drink and food sponsorship (enter Coke, Berri, Pepsi et al).

Back in circa 1980 Coke was being flogged via TV commercials featuring Elle Macpherson.

Of course, Coke competitor, Pepsi, has had a crack at plugging into the youth filled music market over the years, having done deals with names such as Britney Spears and the late Michael Jackson.

You can bte the Westfield powers that be were happy to have the teen idol showcased, with or without Coke, at Parramatta. Parramatta's centre manager, Stuart Elder, told the press he was very excited to have Derulo.

The statement to press goes: "We are very excited to be welcoming Jason Derulo to Westfield Parramatta as part of our commitment to providing great entertainment for our customers."

"We’ve had an overwhelming response from our Facebook fans to news of Jason’s appearance in our centre, so we expect big crowds on Sunday."

If you didn't know, Derulo leaped into the music biz last year with his self-titled album, selling about 850,000 globally.

This year he's enjoyed three top 10 hits and a host of awards and commendations including 2011 BMI Songwriter of the Year award.

'Whatcha Say and In My Head' snatched three times ARIA Platinum Certified, In My Head and Ridin’ Solo got two times ARIA Platinum Certified and his self titled album, Jason Derulo went ARIA Platinum Certified.

The 22 year old's second album, Future History, is set to make history, which is likely Derulo's plan.

Future History will showcase his two hot current numbers, Don’t Wanna Go Home and It Girl. I.G is enjoying being the #3 single down under.

Jason Derulo is signed to Warner Bros Music and Beluga Heights, so you if own a drink company and want a teen idol to promote it, you now know who to contact. Cheers!