For underground MCs of the previous and current, modern promotional ways could make an enormous distinction in constructing a following. Generally that even means utilizing abandoned places or mundane objects to get the music into folks’s arms.
Budweiser drew inspiration from the underground scene’s historical past of subversive promotional ways by releasing a sequence of “playable” vinyl beer coasters for music followers. Created by Wieden+Kennedy São Paulo, the marketing campaign shares the message that “The stage is yours to take.”
The model’s challenge takes an on a regular basis object seen in bars world wide–the cardboard beer coaster–and transforms it right into a sequence of limited-edition, collectible vinyls that additionally increase the profiles of up-and-coming rappers from Brazil’s music scene.
The promotion options 9 artists, together with Aori, Kamau, Stefanie, Estudante, Monna Brutal & MCharles, Negra Rê, Akira and Zudizilla. These tracks have been recorded by Bob G on the Vinyl Lab studio and might be listened to both through a file participant or by scanning the Spotify Codes printed on the vinyl coasters.
Making the atypical extraordinary
“Bud coasters are ubiquitous world wide and now they’re taking up a brand new position, with new performance,” mentioned Felipe Ribeiro, chief inventive officer of Wieden+Kennedy São Paulo, in an announcement. “We’re turning one thing seemingly insignificant into an essential stage for underground artists.”
These collectibles have been provided to attendees of São Paulo’s Lollapalooza and will probably be distributed by way of bars in São Paulo and Curitiba for the subsequent few weeks. The promotion can even characteristic collaborations amongst artists, social media takeovers, theme events and extra.
“Budweiser is the beer that helps music and the shared expertise it offers to artists and the general public,” mentioned Budweiser govt André Mota. “We’re turning a trivial merchandise into a strong highlight as vivid as Brazil’s new technology of rappers.”
