What if the next breakthrough artist didn’t come from a label, but from TikTok and a real story? Macario, a street sweeper in Mexico City, had a music project and shared it on TikTok through videos of his daily life. In his first podcast interview, he wore his favorite jacket the one with our logo. No payment. No script. Just honesty. Less than 8 hours later, Tecate announced him at Tecate Pal Norte, the country’s biggest music festival. He had talent, but no brand had backed him. Tecate was the first to believe.