Macario was an emerging musician who shared his songs on TikTok, often alongside videos of his daily life as a street sweeper in Mexico City. His story was starting to gain attention in Mexico, but everything changed for him and for us, when he showed up to his first podcast interview wearing his favorite jacket: the one with our logo. We hadn’t paid him. He wasn’t part of a campaign. He was simply a genuine fan, full of bravery and talent. That’s when Tecate moved fast. Within hours, we announced him as part of the lineup for Tecate Pa'l Norte, the biggest music festival in Mexico, and the rest is a great story.