Dive Brief:

• Budweiser is celebrating the 30-year anniversary of Brazilian musician Hermeto Pascoal's only solo album, "Por Diferentes Caminhos," by bringing him back to the studio, per news made available to Marketing Dive. The brand also created a digital platform letting users interact with Pascoal's music. 
• "Made of Music" decodes Pascoal's unconventional sounds using data and breaks down the songs of his new album into 12 parameters, which have been converted into an interactive experience. Fans can upload photos and choose an instrument, including a piano, flute or glass of water, to see them transformed by Pascoal's music. The resulting photo combined with the music makes a customized image that users can then share on social media or use as a Spotify album cover. 
• The campaign additionally includes a two-and-a-half minute Vimeo film. Budweiser worked with ad agency Africa on the project, which was also developed in partnership with the Brazilian Festival of Contemporary Music. 

Dive Insight:

Budweiser's Made of Music platform is in line with the trend of marketers using digital technology to create more individualized experiences for consumers that they can then share online, on social media or, in this case, as unique Spotify artwork. By partnering with Pascoal, who jazz icon Miles Davis once called the "most impressive musician in the world," the brand also gets to show off a more cultured side than what's usually apparent in its consumer-facing marketing.

Consumers continue to be more responsive to brands that offer them personalized experiences, with music being a way to stoke peoples' creativity. Last year, Mexican fast-casual chain Chipotle created a SAVOR.WAVS digital tool that let users compose sounds and visuals based on the brand's 51 available ingredients at the time.  

Budweiser's parent company Anheuser-Busch InBev has taken a similarly localized, music-focused marketing approach to its other brands. A recent Bud Light campaign featured Lone Star imagery and a partnership with Texas-based musicians Siggno and Josh Abbott Band to celebrate the 30 years that the beer has been brewed in Houston.