This is only my third SXSW, but a staple I've attended every year is the FADER Fort. Why?
FADER sets the precedent for what a brand activation's standard should be. My first year, 2016, Drake came out. Who can top that? Every year, FADER Fort is one of the most anticipated locations for any music fan looking to spot some 'influencers,' and see acts with either a little or a lot of buzz on the charts and streaming.
This year, they will include performance by SOBXRBE, Mozzy, YBNNahmir and so many more. Among many other reason, The FADER's First-Ever Book will be available for purchase on-site this year.
Interactive fan experiences and custom programming will be provided by Beats 1, Jack Daniel's Tennessee Whiskey, New Balance, Pabst Blue Ribbon, Smirnoff, SPiN, and vitaminwater®.
See the full press release here:
The FADER’s First-Ever Book ‘FADER FORT: Setting The Stage’Available For Purchase At FADER FORT
New York, NY (March 6, 2018) – FADER FORT, one of today’s most sought-after live music events, returns to Austin, Texas for three days of live programming from March 14 - 16. This year FADER FORT will host an exclusive experience at 1501 East 7th Street featuring some of the most influential names in music and culture including SOB X RBE, BbyMutha, Now, Now, YBN Nahmir, Mozzy, and Soccer Mommy.Offering invited fans the same unparalleled access to both influential emerging and established artists, FADER FORT returns to Austin for a celebration of music and surrounding culture. This years multi-use, indoor and outdoor space will again offer multiple days of continuous live programming from daytime into the evening, as well as immersive and innovative on-site activations for fans. Further details including additional artist performances to be announced at a later date.The FADER, the publication that originally brought FADER FORT to Austin in 2002, has been credited with bringing early performances of then unknown acts including The Black Keys, Florence and the Machine, Amy Winehouse, Sam Smith, and more to the stage early on in their careers. “FADER FORT began as a way for The FADER to elevate and amplify the artists and creators we champion in an authentic way, while providing an inclusive home that fosters discovery, connections, and collaborations,” says The FADER’s President and Publisher, Andy Cohn. “The original spirit of Austin and SXSW is what inspired FADER FORT in the first place, and we’re extremely grateful to be able to return again this year to host FORT in a city that has remained a prime destination for music discovery throughout the years.”The FADER’s first-ever book FADER FORT: Setting The Stage will be available for purchase on-site at FADER FORT with a special 20% off discount available to guests. The commemorative retrospective about FADER FORT features never-before-seen portraits, candids, performance photos, and personal stories commemorating over 15 years of FADER FORT, and includes personal intros from FORT performers Damon Albarn and Sean "Diddy" Combs. Released earlier this month, the book is available now at The FADER's shop here and at select retailers including Brooklyn Academy of Music, Kinfolk, KITH, and more. In addition to dozens of DJs, musicians, and custom programming throughout the venue across all three days, FADER FORT will also feature:• Beats 1 will co-host an exclusive creative space with The FADER on-site at FADER FORT serving as a welcoming lounge for artists from across the full spectrum of musical creativity.• Jack Daniel's Tennessee Whiskey will be the proud exclusive whiskey partner for the fourth year in a row offering original cocktails for guests age 21+ and providing the Jack Daniel's Salon Barbershop where local guest barbers will offer fans the chance to receive a complimentary Jack-inspired hairstyling or cut.• New Balance will feature an activation celebrating their iconic New Balance 574 sneaker and its original grey colorway, representing the fearlessly independent state of mind and defining the understated design philosophy that anchors New Balance footwear. • Pabst Blue Ribbon is the official beer sponsor of FADER FORT serving beverages to guests age 21+. This partnership launches PBR Sound Society, a collaboration with The FADER designed to amplify the harmony of non conformity. From hardcore to hip hop and all genres in-between, Pabst Blue Ribbon will contribute to pushing music culture forward by amplifying those artists and experiences that do not conform to genres or cultural stereotypes.• SMIRNOFF™ is the official vodka sponsor of FADER FORT serving Smirnoff specialty cocktails to guests 21+ from branded bars in the VIP and general admission areas, in honor of the brand’s newly launched Smirnoff Equalizer platform that promotes gender equality in the music industry.• SPiN the ultimate ping pong social destination from New York will be bringing their signature ping pong pros, interactive games, and more surprises to FADER FORT to celebrate their newest location in Austin opening Summer 2018. • vitaminwater® is back again to keep all attendees hydrated throughout the duration of The FORT, serving up great-tasting vitaminwater® and vitaminwater zero™.