Evan McGee Evan McGee

Austin American-Statesman: Austin City Sounds

The Challenge

Austin City Limits is one of the city’s biggest moments of the year—450,000 visitors, $500M in economic impact, and a lineup packed with global stars.

But while ACL celebrates Austin, it doesn’t always celebrate Austinites. The stages are dominated by international acts and big brands, leaving local artists—the ones who truly keep Austin the “live music capital of the world”—on the sidelines.

Our Approach

If ACL wasn’t going to showcase Austin’s homegrown talent, The Statesman would. We launched Austin City Sounds, a locally owned showcase hosted by the Austin American-Statesman, and created to shine the spotlight back on Austin artists while the world’s spotlight was already on the city.

The lineup featured Austin-based musicians: DJEYEQ, Moody Bank$, The Past Lives, and Superfónicos—handpicked by our Statesman music team. Between sets, our journalists shared stories about Austin’s music scene and highlighted how our coverage supports local artists year-round.

Creative Execution

  • Editorial & Social Launch — An announcement article by our features editor set the tone, supported by a wave of TikTok and Meta posts from local creators like ExploreATX_, QuehacerAustin, TrentonAcrey, and WhenWhereWhatAustin.

  • Live Event — A packed, grassroots concert at a locally owned venue. Attendance exceeded expectations—375 guests filled a space built for 175, with lines out the door.

  • Content Capture — A professional film crew documented the night, producing a campaign video that told the story of why the event mattered. That spot anchored our media plan for the rest of the year.

  • Street & Community Activation — Wheat-pasted posters across downtown, a sweepstakes tied to our Festival Guide newsletter, and partnered with local businesses to deepen the grassroots feel.

The Results

  • 1.3M impressions

  • 718K video views

  • 43K interactions

  • At-capacity event, with lines around the block, and a community eager for round 2.

The Impact

Austin City Sounds was more than a show. It was a statement. By putting local artists front and center during one of the city’s biggest cultural moments, we reinforced the Statesman’s commitment to Austin’s creative community and extended that impact far beyond a single night.

Role: Director of Brand Marketing, Creative Strategist, Producer

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