Southwest also partners with Luck Reunion as part of its “On the Rise” program, a competition that supports early career musicians. Over 80 acts participated in the competition this year. From those entrants, three finalists are selected, each featured in their hometown in a video that highlights their roots, inspiration and style, after which fans vote on the winner via Southwest’s website. Lou Hazel was the airline’s 2024 Artist on the Rise, earning him a spot on the World Headquarters Stage during the Luck Reunion.
“Our customers and employees are passionate about music, and (Luck’s) audience is very connected to the music,” said Alyssa Foster, head of brand partnerships and entertainment public relations for Southwest. “We’re really able to weave our branding in a very organic way and hit some of our messages without getting in anyone’s face, and really create that nice connection.”
be part of the experience
Tito’s, Luck Reunion’s longest running sponsor, has been there from the beginning. The Austin-based vodka brand’s name graces the Salon, a cozy, two-story building that serves as one of the event’s five stages.
“It’s always about the cocktail and what that experience is,” said TJ Mathias, director of national programs at Tito’s, “and being part of an event that is inherently cool.”
