July 3, 2021
Texas Son
A Pop-up Performance from Leon Bridges
We secure a surprise pop-up set from Texas soul singer Leon Bridges during Independence Day weekend, who surprised attendees at Soho House Austin with an acapella performance of songs from his album Gold-Diggers Sound.
INDUSTRIES:
MUSIC, PRIVATE CLUBS
LOCATION:
SOHO HOUSE AUSTIN
CAPACITY:
800
TIMEFRAME:
3 WEEKS
CHALLENGES:
Securing Leon Bridges, coordinating promotion for the event to a new crowd unaware with the space
Pain points?
Worst-case scenario?
No performing act for the first official Independence Day celebration at Soho House Austin
Solutions tried before the final?
We wanted to have a full-scale performance with guitar out by the pool deck of Soho House Austin, but threats of inclement weather pushed the performance inside.
FOCAL POINTS:
How did they find out about it?
We were connected with a close contact through a local source after a chance conversation.
Who was involved in the decision making process?
CFAL, Soho House Austin, Native Experiential.
What was most important?
Accommodations for Bridges and team, maintaining the surprise element of his performance
RESULTS:
Any qualitative results / intrinsic benefits of note?
This event set the stage for what was to come for our programming stint for the inaugural year of Soho House Austin, firmly signifying a chapter change in the progressive story of Austin’s creative culture. It also taught us what NOT to do, and to use our efforts to steer a vibe of inclusivity within an otherwise exclusionary brand experience.
What made it work?
Thirst.
Did the implementation meet our standards?
No. It was too dependent on a star-gazing crowd to keep it afloat for our liking.
How long did it take?
3 weeks.