Once a college town attractive to artists for its music scene, Austin has become a hub in the last few decades for tech companies, corporations and startups. | MilestoMogul
J Soulja performs at the KUTX Summer Jam in 2018. The Austin hip-hop artist said he prefers corporate sponsorships to dealing with record labels in part because it feels more personal
“I've gone to several different A&R [artists and repertoire] meetings as a hip-hop artist, as J Soulja, and they tell me, ‘Yo, I like you, you’re talented, but I'm not going to offer you a deal because you don't have 10,000 followers" on social media, he said. Lagarda’s strategy was all about the first principal of marketing: Associate yourself with something people really love and care about.
“What it really came down to was it's all about the musician. Like, what can we do to help the musician? How do we support the musician? How do we help them with livable wages?” Knudson said. “And then how do we do that? Because we also have to be a bank, right? ... People rely on us to be their financial partners.”
And third, PNC committed to creating performance opportunities for Austin musicians. It hires Austin musicians to play events and encourages other organizations to sponsor live music. It also created a residency program at the PNC Plaza at ACL Live at the Moody Theater. Each month a different artist who is part of the Austin Music Foundation’s artist-development program gets to play three shows at the PNC Plaza before that evening's national touring act.
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