Brewer Musicians Come in for SXSW
Miller sponsors SXSW and Lagunitas sings the blues – literally
By Ivy Le, 4:25PM, Fri. Mar. 15, 2013
Usually, companies come to South by Southwest to pitch their wares. Tony Magee, founder of Lagunitas, came to Austin this week to play blues music.
Covering beer culture during SXSW is hard, because MillerCoors has a Super Sponsorship with SXSW, and many beloved craft beer bars are transformed into marketing playgrounds celebrating things invented long after fermentation.
"We will be in line for the sponsorship when Millers' contract is up," said Tony, drinking a Lonestar at Star Bar before his set.
For the second year in a row, Lagunitas has hosted music showcases of blues and bluegrass musicians from California, and they intend to bring even more next year. "Aren't there big events like this in San Francisco closer to home?" I asked.
"There's just such a cultural spike right here," said Tony. Tony played in Austin in 1982, long before starting a brewery. "I love being around the musicians here."
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