Hermeto Pascaol / Budweiser: advert-body-1 by Africa

To celebrate the 30-year-anniversary of his first and only solo album, Por Diferentes Caminhos, world-renowned Brazilian musician Hermeto Pascoal returned to the studio with Budweiser and ad agency Africa to record new songs for a digital tribute.

Guided by Hermeto’s unique experimentalism and inspired by Budweiser’s 140 year history, Africa developed a digital platform called 'Made of Music,' which translates Hermeto’s distinctive sounds and rhythms into data and codes that are then converted into graphics and visual shapes. The project, which was developed in partnership with the Brazilian Festival of Contemporary Music, pays homage to Hermeto’s legacy of making music that reflects his individuality and how much he values authenticity.

'Made of Music' decoded the songs from Hermeto’s new album, and broke them down into twelve parameters which are converted into an interactive, personalized experience. Fans can upload photos, select their favorite instrument (piano, accordion, flute, even a glass of water), and see their images transformed by Hermeto’s music. The result of the photos combined with Hermeto’s music is an exclusive and customized image that users can share via social channels or use as digital album cover on streaming platforms.