Just weeks after turning bar coasters into vinyl records in Brazil, Budweiser is exploring another novel medium—the inside of its 12-pack carboard packaging—to support four emerging musicians in Colombia.

Working with Wieden+Kennedy São Paulo and New York as well as Rolling Stone en Español, Budweiser has launched BudMag, a mini music magazine printed on the inside of the 12-packs. There will be 100,000 printings, with editorial focused on four new Colombian artists—Nath, Kapo, Benú and Sai.

The tagline is, “The stage is yours to take.” Out-of-home, digital and social ads will alert people to the magazine. Budweiser will also send BudMag to creators in Colombia, and some newsstands will featuring messaging that the country’s largest music publication can be found in the nearest grocery store.

“We have created something that is not just one of the largest music publications in Latin America, but an always-on content platform, increasing engagement on social channels, which was co-created by the brand, the public and our influencers,” said Felipe Ribeiro, chief creative officer at Wieden+Kennedy São Paulo.

“Budweiser and music have always gone hand in hand,” said Joca Oliveira, global marketing director at Budweiser. “With BudMag we are bringing this relationship to a new point of view, leveraging our scale and reach to build an unique visibility opportunity for upcoming artists. We do believe that Budweiser’s role within music is to give a global stage for local dreamers and BudMag is exactly that. Also consumers could have a super interesting exclusive music content while enjoying an ice cold Budweiser. More to come in this direction.”