Love, Tito’s: Inside the SXSW Oasis Supporting the Next Generation of Greatness

Tito’s Just Threw the Ultimate SXSW Hangout While Giving Away $10K Grants to Indie Artists

In the chaotic heart of SXSW, the Love, Tito’s store on Lavaca Street became the ultimate destination for fans looking for a more intimate, authentic musical experience. From March 16–18, the “Sounds Better With Tito’s” showcase turned the retail space into a stage for the artists currently redefining the Gulf Coast sound.

Curated by the Sounds Better With Tito’s program, the showcase highlighted the brand’s partnership with Sonic Guild to give independent artists $10,000 grants. It’s a major move for a brand that’s always been synonymous with Austin culture, helping artists like Aaron Page, Bayonne, and Cashier get the bag while they build their fanbases.

Free music, local legends, and a brand actually helping artists pay their bills? That’s a SXSW win.