Global: UMG and Puma to stage 'Music is Universal' experience at SXSW

Entertainment brand Universal Music Group (UMG) has teamed up with Puma and O Organics to stage a takeover of of Antone's Nightclub during the South by Southwest (SXSW) festival in Austin, Texas.

Universal Music Group to stage 'Music is Universal' experience at SXSW
Universal Music Group to stage 'Music is Universal' experience at SXSW

UMG's 'Music is Universal' showcase is returning to the SXSW festival this year, and will take over blues nightclub Antone's from 15-17 March, with more than 30 live music performances expected.

The three-day event will include two Def Jam-hosted showcases; Circa13 featuring artists Earl St. ClairBiBi Bourelly and Troi Irons, and Def Jam Direct Deposit with AOE, Trap Beckham, 070 Shake, Amir ObeDave East, Desiigner and August Alsina.

Guests will also be invited to take part in exclusive retail experiences by Bravado, as well as breakfast conversations with music and technology industry leaders and entrepreneurs. Performances, open to SXSW badge holders, will be held every afternoon and evening.

The breakfast conversations will cover topics such as hi-res audio, with demonstrations of some of the latest technology alongside the future of interactive music. Jen Stark, a contemporary Los Angeles-based artist, has been commissioned by UMG to design all of the event's artwork and branding, from the invite and website to signage and displays at the venue.

Organics will provide healthy and delicious "grab-n'go" fresh organic snacks and beverages at a pop-up marketplace inside the venue. Puma will present Friday's showcase and will be displaying Puma Classics on site.  

Other brands activating at SXSW include Mazda, which is planning a range of brand experiences that will bring together music and technology, and Amazon Prime, which is bringing a 'radio station' to the rooftops of downtown Austin.

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