Print's Not Dead! Bud Creates Music Magazine on Its Packaging

Last month, Budweiser created playable vinyl beer coasters to showcase underground artists in Brazil.

Now the brand is elevating emerging artists in Columbia with BudMag, a monthly music magazine printed inside the packaging of 12-packs. Who says print is dead?

Wieden+Kennedy Sao Paulo developed the launch, with support from Rolling Stone en Español. The debut issue, printed inside 100,000 12-packs, profiles Nath, Kapo, Benú and Sai.

“In a continuation of the work that Budweiser does to bring light to underground artists, we were on a mission to bring new ideas to the table,” say Alexandre Giampaoli and Humberto Cunha, associate creative directors at W+K. “We’ve always loved music magazines and the fact that not so long ago they were the main media to discover new artists. With so many beer packs being printed everywhere, Budweiser has one of the highest circulations in the world. With that in mind, we figured, ‘Why don’t we give the publishing industry a helping hand?’ That’s how BudMag was born.”

Take a look at how to remove your beer and unfold the mag:

The first issue is available throughout Colombia in supermarkets and delivery platforms. Spotify codes for each artist will be included in the magazine that lead fans to the artist’s pages.

Click images to enlarge:

“BudMag’s overall goal is to lend the brand’s distribution power to leverage unknown talents in Colombia and help them reach the audience they deserve,” Giampaoli and Cunha tell Muse.

CREDITS

Budweiser BudMag
AGENCY: Wieden+Kennedy 
PROJECT NAME: BudMag
CLIENT: Anheuser-Busch Inc.
PRODUCT: Budweiser

GLOBAL CEO: Neal Arthur
GLOBAL CCO: Karl Lieberman
LATIN AMERICA CCO: Felipe Ribeiro 
CREATIVE DIRECTORS: Rafael Melo, Renan Molin
ACD / WRITER: Alexandre Giampaoli
ACD / ART DIRECTOR: Humberto Cunha
ART DIRECTOR: Leandro Beraldo
COPYWRITER: Gustavo Moraes
DESIGNER: Djavan Amorim

HEAD OF PRODUCTION SAO PAULO: Patricia Gaglioni
HEAD OF PRODUCTION NEW YORK: Nick Setounski 
EXECUTIVE PRODUCER: Dave Lambert
SPECIAL PROJECTS PRODUCERS: Fernanda Segura, Tábata Viana
PRODUCERS: Leticia Hernandez and Mariana Golpian
PROJECT MANAGER: Roberta Guzzardi 
HEAD OF PR: Danúbia Paraizo

GROUP ACCOUNT DIRECTOR: Brooke Stites
ACCOUNT DIRECTOR: Courtney LeBlanc
MANAGEMENT SUPERVISOR: Bianca Nikic
ACCOUNT SUPERVISOR: Thomaz Falzoni, Cameron Carr
ACCOUNT EXECUTIVE: Saporah Carter
ASSISTANT ACCOUNT EXECUTIVE: Grace Yeo
PLANEJAMENTO/ MEDIA COMMS: Zack Green, Javaad Beg 
BUSINESS AFFAIRS: Paul Fitzgerald
BROADCAST TRAFFIC: Laura Guerra

FILM PRODUCTION COMPANY: JOINT
DIRECTOR: DRVNK
1ST DIRECTOR ASSISTANT:  Fernanda Segura
PHOTOGRAPHY DIRECTOR: Pedro de la Fuente   
EXECUTIVE PRODUCER (JOINT): Patricia Gaglioni | Fernanda Segura   
POST PRODUCER COORDINATOR: Mauricio Kazu     
EDITOR AND MOTION DESIGN: Rodrigo Aranha, Pedro Silveira e Gabriel Santana     
FINISHING EDITOR: Rodrigo Aranha, Pedro Silveira e Gabriel Santana   
COLOR GRADING: Node Post

3D PRODUCTION: Gabinete.co
ANIMATION DIRECTOR: Rodrigo “Digones” Ribeiro
LOOKDEV: José Rafael C. Fontour
3D MODELING & ANIMATION: Rodrigo “Digones” Ribeiro
2D ANIMATION: Fernando Shelka
ACCOUNT EXECUTIVE: Marcella Boneder

AUDIO PRODUCTION COMPANY: MUG SHOT
EXECUTIVE PRODUCER AUDIO: Gilvana Viana
MUSIC PRODUCER: Arthur Abrami, Bruno Zibordi, Chico Reginato e Maurício Herszkowicz
AUDIO MIX:  Leandro Rodrigo, Henrique Ohara e Henrique Oliveira
ACCOUNT EXECUTIVE AUDIO: Guto Figueiredo e Maite Magoga
AUDIO PRODUCER COORDINATOR: Jaque de Paula e Giuliana Tavares

CLIENT: Budweiser / AB InBev
VP GLOBAL MARKETING: Todd Allen
GLOBAL MARKETING DIRECTORS: Lia Bertoni | José Oliveira
GLOBAL MARKETING MANAGER: Morgan Franklin
Colombia Marketing Director: Juanita Leon
Colombia Marketing Managers: Camila Romero, Juan Cortes Duran and Laura Garzon