For underground MCs of the past and present, innovative promotional tactics can make a huge difference in building a following. Sometimes that even means using deserted locations or mundane objects to get the music into people’s hands.

Budweiser drew inspiration from the underground scene’s history of subversive promotional tactics by releasing a series of “playable” vinyl beer coasters for music fans. Created by Wieden+Kennedy São Paulo, the campaign shares the message that “The stage is yours to take.”

The brand’s project takes an everyday object seen in bars around the world–the cardboard beer coaster–and transforms it into a series of limited-edition, collectible vinyls that also raise the profiles of up-and-coming rappers from Brazil’s music scene.

The promotion features nine artists, including Aori, Kamau, Stefanie, Estudante, Monna Brutal & MCharles, Negra Rê, Akira and Zudizilla. These tracks were recorded by Bob G at the Vinyl Lab studio and can be listened to either via a record player or by scanning the Spotify Codes printed on the vinyl coasters.

Making the ordinary extraordinary

“Bud coasters are ubiquitous around the world and now they are taking on a new role, with new functionality,” said Felipe Ribeiro, chief creative officer of Wieden+Kennedy São Paulo, in a statement. “We are turning something seemingly insignificant into an important stage for underground artists.”

These collectibles were offered to attendees of São Paulo’s Lollapalooza and will be distributed through bars in São Paulo and Curitiba for the next few weeks. The promotion will also feature collaborations among artists, social media takeovers, theme parties and more.

“Budweiser is the beer that supports music and the shared experience it provides to artists and the public,” said Budweiser executive André Mota. “We’re turning a trivial item into a powerful spotlight as bright as Brazil’s new generation of rappers.”

Pagine: 1 2