Today, Budweiser -- a dedicated supporter of country music and its artists -- announced its next chapter in celebrating country music through a unique musical experience at the South by Southwest (SXSW) music festival. In collaboration with Sony Music Nashville, the duo will bring SXSW fans an incredible lineup of country artists on Thursday, March 15th at the iconic Fair Market in Austin, Texas.
From bold Budweiser consumer experiences at major country music festivals like Stagecoach and CMA Music Festival to partnerships with top selling country artists like Thomas Rhett, the brand is extending its country music support to SXSW for the first time. Budweiser will bring country music artists to the SXSW stage, raising a toast to the beloved music genre that is a cornerstone of American culture and Budweiser’s history.
“Country music has been an important part of Budweiser for many reasons over the years—it’s part of our DNA as a brand,” said Ricardo Marques, vice president of marketing for Budweiser. “We strive to create unique and meaningful experiences for our consumers and our showcase at SXSW is allowing us to do just that.”
Created in partnership with Sony Music Nashville, the exclusive label programmer of the event, the King of Beers will transform Austin’s Fair Market into the ultimate country music experience. Co-headlined by Grand Ole Opry members and two-time Grammy Award winners Old Crow Medicine Show (Columbia Nashville), three-time Grammy nominee Elle King (RCA Records) and ACM nominated history-making star Kane Brown (RCA Nashville/Zone 4), fans can also immerse themselves in the Budweiser country culture and enjoy Americas No. 1 lager at the event.
“We’re looking forward to showcasing some of our most talented artists front-and-center at such an unexpected and innovative forum with SXSW, remarked John Zarling, EVP, Marketing & New Business, Sony Music Nashville. “From all the support they’ve shown in the past, we know that Budweiser has the same passion for country music as we do, so we’re honored to share the stage with them at SXSW."
Doors to Fair Market in Austin, TX will open at 6:00 p.m. for over 1,000 country music fans as they get a chance to see what Budweiser and country music stand for. The star-studded line-up will include breakthrough entertainers The Sisterhood Band, Levon, Tenille Townes and Colin Elmore & The Danville Train. Additionally, to keep the music flowing, Dee Jay Silver will be spinning in between acts.
Extending its country music footprint throughout the year, Budweiser will bring its famous Bud Country Club to major country music events throughout the spring and summer. The three-level structure is a fan enhancing experience that provides elevated views of the concert stage, surprise meet and greets with artists and elevated consumer activations.