Today, more than ever, companies in Brazil have come to prefer linking their brands to entertainment content than making ads or commercials for television. In this, the government does not create many restrictions. There is only control of the language used, which needs to be appropriate for the age group.

The execution was extremely relevant to our client. We can say that based in an important information concerning our target audience. We found out that the young music fans search and listen to music at the Soundcloud. At the exactly moment they were interacting with their favorite songs and band we offered them our magazine. Not to mention that our publication is extremely connected to their lifestyle.

Brazil’s most important Indie bands took part in the initiative. Every time someone looks for a song by one of the bands on Soundcloud, they come across NME’s message. Every time the band promotes their song, they're promoting NME. Every time the track is embedded in another site, a free ad for NME is sent along with it.