
02/26/2025
A cowboy hat in Portland. Portland, Maine.
A pair of Tecovas on the Paris Metro.
Beyoncé in her Rhinestone Rodeo.
Americana is back. But, maybe it never left.
Once, the Americana aesthetic meant something narrow—small-town diners, Route 66, a pickup truck against an empty Western sky. But something’s shifting. Old mythology is being remade, reclaimed, and rewritten by new voices. Including voices that had been left out of the story.
On Sunday, March 9th at SXSW, we’re joining with our good friends at Monotype to gather in Austin, Texas at Arlyn Studios. It’s where Willie Nelson, Ray Charles, and Miranda Lambert have all left their mark.
We aim to explore this question:
Why Americana? Why now? And who gets to wear the boots?
Among our speakers: Norm Clasen, the photographer behind the original Marlboro Man campaign. His images didn’t just sell Marlboro. They built a vivid, global ethos and story about the character of a country. But what about that story still captures our collective imaginations today?
We’ll be joined by voices of creative leaders from Yellowstone (the television series) Tecovas, Audiosocket, and NASA, among others. Expect your notion of America to be challenged. Expect good food. Expect a room full of people who care about culture enough to help shape it.
Seats are extremely limited. In all transparency, we expect that seats may be sold out by the time that you read this. RSVP at the link in bio to join the waitlist. We will notify you if open seats are available until the day of the event.
And if you don’t believe Americana is changing? Look around.
Those boots are already walking.