Pepsi will begin curating new music for fans on Twitter through a year-long partnership with the messaging platform, both companies announced Wednesday.

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.

The deal comes about two weeks after Twitter announced another long-term deal with ESPN to create custom ad programs around major sporting events. Twitter, which makes most of its money from advertising, is poised to post ad revenues of $259.9 million this year, according to eMarketer.

For Pepsi, the deal is a social media twist on a promotion it has run before: In 2004, the brand rolled out an ad scored by Green Day’s rendition of “I Fought the Law” that announced 100 million free downloads via iTunes.

More About: Advertising, Marketing, Music, Pepsi, Twitter