PepsiCo is joining forces with Twitter to extend the reach of their current “Live for Now” promotion. “Live for Now” is a musical platform that resides at Pepsi.Com and offers live music from some of today’s biggest pop performers. Launched on May 7th, the platform also features breaking entertainment and pop culture news. The idea behind the behind the new promotion is to position Pepsi products alongside other popular culture icons.

The “Live for Now Music” initiative is an extension of Pepsi’s recently launched “Live for Now” global campaign, will offer free music downloads, music videos and a series of pop-up concerts this summer and fall. Every Wednesday for the next 52 weeks, Pepsi will offer videos providing an overview of the artists, music and music news trending on Twitter that week.

In addition, @pepsi will offer free downloads from the Amazon MP3 store for fans who follow the brand on Twitter and use the hashtag #PepsiMusicNOW in their tweets. The brand will also use Twitter to announce pop-up concerts, which it will offer on-demand afterward for fans who want to watch it later. Twitter, which makes most of its money from advertising, is poised to post ad revenues of $259.9 million this year, according to eMarketer.