AUSTIN, Texas — Live music is an economic force in Austin, and its importance is being put in the spotlight by the Chamber of Commerce. Music executives and business leaders are coming together in Austin next week to examine whether Austin can maintain its iconic status as it continues to grow.
“We really want to make sure that our community understands the value of music and how it contributes to not just the cultural fabric of the city, but also the economic impact and the quality of life that we have here in Austin,” said Omar Lozano, Director of Music Marketing at Visit Austin.
The Austin Reggae Festival is bringing its relaxed, riverside vibe to Auditorium Shores this weekend. It is one example of how live music is central to the city’s brand.
“We came here because we have been to the Rise Up in Vegas and we knew all about the festival, so we wanted to come check out the Austin version of it,” said Mark Rangel.
Rangel drove in from Houston. He thinks Austin dominates the Texas music scene.
“We have that scene in Houston, as well, but not as concentrated as here in Austin.
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The variety of shows and types of music that you can see is a lot better here,” said Rangel.
“I always see bands come to Austin instead of Houston. That is why we drive over here. It is not a hassle because it is really close,” said Annalisa Perez.
Singer Eli-Mac is practicing for her set at the downtown festival. The reggae performer says Austin’s reputation as a live music capital of the world brought her in from Maui.
“There are a lot of cool cities with a lot of good music, but I definitely think Austin is up there for sure,” said Eli-Mac.
Visit Austin says live music and the jobs that come with it are a critical part of the city’s economy.
“Our identity and our multi-genre spirit really attract all sorts of music fans from all around the world,” said Lozano.
To bring that point home, the Austin Chamber is hosting the program, Music as an Economic Force. High-profile speakers such as actor Matthew McConaughey will underscore that music is one of the top three reasons people travel to Austin, along with shopping and nightlife experiences.
“We want people to walk away understanding that music is more than a nice-to-have. It is an absolute need to have within our community,” said Lozano.
Tickets are available for the program, How Live Music Drives Business Growth, Talent Attraction, & Regional Impact. It will be held on Tuesday, April 21, at Moody Center.