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. Clair, BiBi Bourelly and Troi Irons, and Def Jam Direct Deposit with AOE, Trap Beckham, 070 Shake, Amir Obe, Dave 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.
O 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 , which is planning a range of brand experiences that will bring together music and technology, and , which is bringing a 'radio station' to the rooftops of downtown Austin.
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