Pepsi Cola on Tuesday pledged to engage the youth of China in a nationwide “Voice of Next Generation” campaign to identify the country’s most stellar musical band that can best represent the voice of the next generation.

 From May to July, Pepsi will stage a series of local and regional auditions and concerts. The beverage company has set an ambitious goal of holding over 5,000 such concerts in May and June. The top bands will then compete in a national television show, to be broadcast in collaboration with Zhejiang TV, one of the country’s leading satellite television networks.

The winning band will earn a trip to the entertainment capital of the world, and work with Hollywood’s top music producers to create an album of original material.

“Pepsi believes there is no better way to connect with the aspirations and culture of young people than through the power of modern music,” said Harry Hui, CMO of PepsiCo greater China region.

Extensive consumer research conducted by Pepsi has found a strong sense of “collective individualism” in today’s generation of Chinese youth, a phenomenon that many believe can be attributed to the country’s one-child policy, first implemented in the late 1970s.