Focusing on the brand positioning 'living with effortless flair' Wheel chose to give the site depth by depicting elements of Brazil’s diverse culture: music, art and fashion. With help from Trama Records, Brazil’s best-known independent record label and a vital supporter of grassroots musical talent, they were able to create an eclectic mix of artists reflecting the ‘collage culture’ of Brazil. Users are able to download MP3s from a track list of Trama artists, from the internationally famous to the up-and-coming. The idea was taken further by asking the audience to participate - another key feature of Brazilian culture. Users are able to take a bit of Brazil home with them, as they are encouraged to create their own Brazilian beats on the Brahma Mix Desk. While not technically complex, the choice of sounds and rhythms was carefully selected from the original artists to produce a genuinely Brazilian experience.
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