Market Intelligence: Ludmilla aims to open space for female and peripheral voices in partnership with Budweiser

Budweiser announced on Sunday (27) the hiring of singer Ludmilla. According to the brand, the intention of the “Budmilla” partnership is to make room for the peripheral female voice on big stages, in addition to curating new talents and providing co-creations between the brand and the artist.

During Lollapalooza, held from Friday (25) to Sunday (27), Ludmilla was in the space that Budweiser, one of the main sponsors of the event, built. She and Jojo Todynho recorded a chat for the beer YouTube channel on the first day of the event at the Interlagos circuit (south zone of São Paulo).

“It’s a project to go far beyond advertising,” says Budweiser.

The singer from Rio joins a team of artists from the brand that includes rappers Emicida, BK, Xamã and Marcelo D2, in addition to partnerships with Drik Barbosa and Matuê. Basically an investment aimed at black people in an effort to convey an image of inclusion on the part of the company.

This Sunday (27), Emicida and Mano Brown are the protagonists of a chat inside the space at Lollapalooza.

“Our relationship with Ludmilla is not new. We have always admired her trajectory and what she represents for the music scene”, says Ludmila Kaminskas, culture and relationship manager and branded content at Budweiser.

“Ludmilla is an inspiring woman on stage and off. That’s why she’s the perfect name to make room for female talent and rise with us in the mission to promote music, culture and new talents that emerge across the country. .”​

Vivo is another large company that worked on the issue of racial inclusion during this edition of Lollapalooza Brasil. Rapper Djonga, who performs this Sunday (27) at the festival, stars in a campaign focused on technology and racial diversity.

“With ‘Presença Preta’, we put the spotlight of diversity beyond the stage and with an eye on the audience. We use the brand’s voice to promote affirmative action and inspire a future that is more technological as well as more diverse and inclusive”, explains Marina Daineze, Vivo’s brand and communication director.

The action’s base had an Afrofuturist aesthetic and the motto “Our spotlight is on the audience. Our gaze, in the future”, in order to relate the importance of technology to racial inclusion. According to the brand, there were 40 influencers related to the campaign.