Three-Day Event with More than 30 Performances Including Bibi Bourelly, Dave East, Desiigner, Hamilton Leithauser, The Japanese House, Lil’ Yachty, Maggie Rogers, Marian Hill, Metro Boomin, Mondo Cozmo and Sigrid

SANTA MONICA, March 6, 2017 – Universal Music Group (UMG), the world leader in music-based entertainment, is returning to South by Southwest® (SXSW®) Music Festival in Austin, Texas, with the MUSIC IS UNIVERSAL SHOWCASE presented by O Organics® and PUMA.

The MUSIC IS UNIVERSAL SHOWCASE will take over the iconic nightclub, Antone’s, from Wed., March 15 to Friday, March 17 with more than 30 live performances. The three-day event will include two Def Jam-hosted showcases, Circa13 on Wednesday with Earl St. Clair, BiBi Bourelly and Troi Irons and Def Jam Direct Deposit on Thursday with AOE, Trap Beckham, 070 Shake, Amir Obe, Dave East, Desiigner and August Alsina., along with exclusive retail experiences by Bravado and breakfast conversations with music and technology industry leaders and entrepreneurs. Performances, open to SXSW badge holders, will be held every afternoon and evening.

Bravado, UMG’s industry-leading merchandise and brand-management company, will create an exclusive retail experience at the venue that will offer limited-edition merchandise during the day.  Additional evening events will be announced soon.

UMG will also host two champagne breakfasts featuring conversations with music and technology innovators on exciting new digital services. Thursday’s topic will focus on Hi-Res Audio, with demonstrations of some of the latest technology that provides music fans with audio as it was recorded in the studio. On Friday morning, the topic will shift to the future of interactive music.

Jen Stark, a contemporary Los Angeles-based artist whose work has been exhibited globally and is included in the Smithsonian American Art Museum’s Permanent Collection, has been commissioned by UMG to design all of the event’s artwork and branding, from the invite and website to signage and displays at the venue.

For attendees, O Organics®, available exclusively at Albertsons Companies stores including Randalls, Albertsons, Safeway along with Earthbound Farms, will provide healthy and delicious “grab-n’go” fresh organic snacks and beverages at a pop-up marketplace inside the venue. PUMA will present Friday’s Showcase and will have the best of PUMA Classics onsite.  

MUSIC IS UNIVERSAL schedule of events:

(Central Daylight Time)


1PM  – Performances by artists including NAWAS, The Skins, Ocean Park Standoff, Powers, Aquilo.

4PM – Def Jam Presents Circa13 Artist Showcase featuring Earl St. Clair, Bibi Bourelly and Troi Irons

8PM  – Performances by artists including Shaed, Sigrid, Marian Hill


10AM – Champagne Breakfast Conversation on Hi-Res Audio

1PM – Performances by artists including James Hersey, Mondo Cozmo, Jacob Banks, The Japanese House, Tei Shi and Maggie Rogers.

8PM – Def Jam Direct Deposit Showcase performances by 070 Shake, AOE, August Alsina, Amir Obe, Dave East, Desiigner, Trap Beckham and special guest.


10AM – Champagne Breakfast Conversation on Next Generation Digital

1PM – Performances by Albin Lee Meldau, Nightly, Ari Lennox, Nick Hakim, Gabriel Garzon Montano and Hamilton Leithauser,

5PM – Cloves Album Playback

8PM – Performances by Dreezy, Denzel Curry, Lil Yachty, and Metro Boomin presented by PUMA.

About Universal Music Group

Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. Universal Music Group is a Vivendi company. Find out more at: