Budweiser Rocked SXSW With First Ever Country Music Showcase Featuring Headliners Kane Brown, Elle King and Old Crow Medicine Show

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The culture of country music thrives in Texas! Budweiser gave SXSW the southern treatment by transforming Austin's Fair Market into a full-blown club. The immersive Budweiser Country Club hosted over 2,500 festival attendees on March 15th, with impressive performances from Sony Music Nashville.

The brand, who has historically celebrated the genre and its artists, created an innovative partnership with Sony Music to enhance the experience into an artist showcase with some of music's biggest names.

Sony's labels delivered a top tier lineup bringing fans of all genres together by incorporating a diverse group of established and emerging entertainers. The seven show-stopping artists included next-gen, The Sisterhood Band, Levon, Tenille Townes, Colin Elmore and The Danville Train who demanded attention from the crowd as they opened the event for Budweiser. The Grand Ole Opry members Old Crow Medicine Show, Academy of Country Music nominee Kane Brown and three-time Grammy nominee Elle King rocked the night as headliners.

This event marks the first time Budweiser has brought a country music showcase to SXSW's music festival. Budweiser Country Club is one of many artist-led programs you can expect to see from the brand this year after successful music partnerships with Canaan Smith, Clare Dunn and Lauren Alaina in 2017 and Thomas Rhett beginning in 2016. Ricardo Marques, VP of Marketing for Budweiser said in a press release, "We strive to create unique and meaningful experiences for our consumers and our showcase at SXSW is allowing us to do just that." Sony Music Nashville's EVP of Marketing and New Business, John Zarling, echoed the brand's sentiment saying, "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."

The Budweiser Country Club structure is an open-air buildout consisting of two 20-foot fully stocked bars, engaging photo booths, DJ sets, full dance floor and outdoor game activities. Next stop for the Club is Stagecoach and the CMA Music Festivals to give even more country music fans a 360 experience with artist meet and greets, album signings and of course, the beer that brings them all together.

This content was created in paid partnership with Budweiser® Beer.


Festivals 2019