Sobe Junto! With a reality show and an unprecedented feat, Budweiser begins a national commitment to launch new music talents

Press Release

January 24, 2022

The pledge is signed! Always working with great artists and present in several festivals around the world, Budweiser starts 2022 with a new purpose in its history: to value new talent and come to the stages – national and international – to local dreamers. With this movement, the brand is committed to shed light on the stories and trajectories of those people who are still looking for a space within the musical universe with a series of actions to encourage and foster the national music scene, especially when the subjects are some of the genres growing in the country: rap and trap.

And the first step of this long-standing commitment is the reality show Sobe Junto. Created in partnership with Endemol Shine Brasil and agency Africa, the initiative is the materialization of everything that the brand intends to build, by showing the stories and talent of different artists, encouraging new creations in everything that involves music: from the creative process, through production to presentations. In the program, six groups face different challenges experienced by the artists within the musical universe and, each week, a group leaves the scene until the big winner is defined. In all, there are five weekly episodes, broadcast on Bud Play, Budweiser’s YouTube content channel.

The winning group becomes a brand ambassador, being part of Bud’s initiatives and having the chance to perform at the various events sponsored by the brand in Brazil and around the world.

Sobe Junto is presented by Thamirys Borsan and Froid, in addition to having BK and Tássia Reis as permanent jurors. The reality show still has mentors and guest mentors, who still have the role of evaluating the groups: Gloria Groove, Marcelo D2, Xamã, Rincon Sapiência, MC Carol, Bia Ferreira, Nave, Filipe Ret and Rico Dallasam.

The premiere is scheduled for Wednesday, the 26th at 6 pm. Check it out on BudPlay: