Exclusive: Troy Carter, Terry Richardson Team for Pop Water, Launching in Early 2013


(from Billboard.biz, October 29, 2012) Troy Carter, founder and CEO of Atom Factory, a multi-faceted entertainment and artist management company, recently announced the company’s expansion into the beverage industry. Controversial fashion photographer, Terry Richardson, has been named as creative director for the brand. Set to launch in January 2013, the new product, titled Pop Water, will be marketed as a more healthful alternative to typical soft drinks. An 11.2 oz. can will have 30 calories and 7 grams of sugar, and will come in apple, orange, grape, and pineapple flavors.

The idea for Pop Water came about after Atom Factory’s conversations with Pepsi and Coca Cola over the past two years concerning their individual music strategies to market their brand. “We noticed none of the brands had music in their DNA. We felt we could build something with relevance to music and pop culture if we built something from scratch,” says Carter.

To create this relevance, Atom Factory is anticipated to recruit musicians and pop culture idols to market Pop Water. However, Carter says that their plan is to establish the beverage as “a part of [the musician’s and idol’s] lives,” rather than having endorsements be just a one-time occurrence.

Beverage endorsements by artists and prominent pop culture figures are not at all unusual, and are in fact becoming more and more commonplace. Musicians such as Diddy, Kid Rock, and Jay-Z have all endorsed and even invested in alcoholic beverages to help these products make a successful start. 50 Cent made an early investment in Vitamin Water and eventually collected an estimated $60 to $100 million.

After seeing the need for a product that tastes good but is a lot healthier than what is currently available, Atom Factory has seized the opportunity to provide the alternative that people have been looking for in the midst of the recent healthy-lifestyle movement. Carter believes that marketing Pop Water around this recent movement is the biggest opportunity for the success of the brand. He says, “We see… this consciousness throughout the country where people want to get healthier, looking for alternatives…it’s a bigger movement than we expected.”