For underground MCs of the previous and current, revolutionary promotional techniques could make an enormous distinction in constructing a following. Generally that even means utilizing abandoned areas or mundane objects to get the music into folks’s palms.
Budweiser drew inspiration from the underground scene’s historical past of subversive promotional techniques by releasing a collection 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 venture takes an on a regular basis object seen in bars around the globe–the cardboard beer coaster–and transforms it right into a collection of limited-edition, collectible vinyls that additionally elevate 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 had been recorded by Bob G on the Vinyl Lab studio and will 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 around the globe and now they’re taking up a brand new function, with new performance,” stated Felipe Ribeiro, chief artistic officer of Wieden+Kennedy São Paulo, in an announcement. “We’re turning one thing seemingly insignificant into an necessary stage for underground artists.”
These collectibles had been provided to attendees of São Paulo’s Lollapalooza and might be distributed by way of bars in São Paulo and Curitiba for the following few weeks. The promotion may also function 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,” stated Budweiser govt André Mota. “We’re turning a trivial merchandise into a robust highlight as vivid as Brazil’s new era of rappers.”
