Gus Murillo
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Austin City Sounds

Let’s make ACL feel like Austin.

 
 

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 hasn’t always celebrated 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 Idea

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

The lineup featured Austin-based musicians like DJEYEQ, Moody Bank$, The Past Lives, and Superfonicos—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 partnerships with local businesses deepened the grassroots feel.

The Results

  • 1.3M impressions

  • 719K video views

  • 43K social interactions

  • A sold-out event, with lines around the block and a community eager for more.

The Impact

Austin City Sounds wasn’t just 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: Head of Creative Studio, Brand Strategy Lead