LONDON, August 12, 2014 – NME is bringing Austin, Texas – Live Music Capital of the World® – to the UK once again as the city is confirmed as headline sponsor of the NME Awards for a second year. 

 

The partnership between NME and Austin, Texas is a unique alliance built on a shared belief in the power of live music, and one of the most exciting collaborations in NME’s six-decade history.

Home to some of the world’s greatest music festivals including Austin City Limits, SXSW, and Fun, Fun, Fun Fest, Austin, Texas boasts an estimated 20,000 performing musicians, more than 250 thriving live music venues, and has become a vibrant and diverse musical mecca.

The partnership will run throughout NME Awards season, taking in the regional NME Awards Tour, which celebrates its 20th anniversary in 2015, the London NME Awards Shows – showcasing the best in new and current music at the hottest venues in the capital – and the NME Awards ceremony itself which takes place at London’s O2 Academy Brixton on February 18, 2015. Austin, Texas will also sponsor the prestigious Best International Band category at the awards.

New to the NME Awards campaign 2015 will be an official launch party in November this year hosted by NME and Austin, Texas, along with three additional Austin Showcases next year. These showcases will give music fans an opportunity to experience the best in Austin music, food and vibe at venues here in the UK.

The NME Awards with Austin, Texas is the most exciting, credible and all-out rock’n’roll live music event of the year. The 6-month awards campaign gives music fans the opportunity to support their favourite acts and get close to the action. Austin, Texas, will bring to the NME Awards its unique music heritage to give those in the UK a chance to experience what the Live Music Capital of the World ® is all about.

Mike Williams, NME editor says: “It’s testament to the massive success of the NME Awards 2014 that we’re able to confirm Austin, Texas as the most rock’n’roll of partners for a second year running. Live music remains the heartbeat of NME and of Austin, Texas, and together we aim to make this year’s campaign bigger, better – and in the true Austin tradition, weirder – than ever.”

Bob Lander, president & CEO of the Austin Convention and Visitors Bureau adds: “Following the huge success of the 2014 Awards partnership and positive feedback, we are delighted to be able to build on the awareness and interest achieved and this coming year showcase even more of our Live Music Capital of the World®.

“With visitors from the UK representing our number one overseas market and the daily non-stop British Airways flight which launched this year, we have our sights firmly set on harnessing the current excitement around our destination and growing the UK market. Our partnership with NME is definitely helping us achieve that objective, with a 56% increase in the likelihood of readers polled visiting Austin, versus those questioned before the campaign launched last year."

The NME Awards with Austin, Texas 2015 will take place on Wednesday 18 February at London’s O2 Academy Brixton.

Also on board for the 2015 campaign are Dead Crow, who have signed up as the official beer partner for the NME Awards 2015 with Austin, Texas.

Highlights from the 2014 NME Awards ceremony included live performances by Metronomy, The Horrors, Drenge, Belle & Sebastian and a show-stopping finale from 2014 Godlike Genius Blondie who closed the night with an epic eight-song set. There were also some very special awards on the night – Damon Albarn was in attendance to receive the NME Award For Innovation whilst Paul McCartney was on hand to pick up the one-off Songwriters’ Songwriter Award. And big winners, Arctic Monkeys, collected five gongs including the Best Live Band award, presented to them on the night by Pulp legend Jarvis Cocker.

As part of the NME Awards 2014 campaign, one new band were offered the once in a lifetime opportunity to perform live at Austin City Limits Music Festival. Winners of the competition, Moats, will take to the stage in Austin this October.

About NME – ‘The past, present & future of music’

Every week NME reaches over 3 million music fans through a unique multi-platform media proposition including NME.com, the magazine, social media and a host of nationwide live events. NME magazine is the longest published music weekly in the world, giving its readers essential, credible and authoritative coverage of the world of music. NME leads the way in delivering exclusive features, definitive reviews and incredible music photography across all brand platforms, as well as continuing to bring its audience the very best in new music.
@nme

About the NME Awards

Dating back to 1953 (a year after the launch of NME), the NME Awards has remained one of the most important and prestigious events for British music fans. Some of the biggest names in rock ‘n’ roll history have performed at the NME Awards, including: Ronnie Scott (’53), The Beatles (’63/4), Rolling Stones (’66), The Who (’66), Noel Gallagher (’03), New Order (’05), Ian Brown (’06), The Cure (’09), Dave Grohl (’11), Johnny Marr (’13) and Blondie (’14).
#nmeawards

About Austin CVB

The Austin Convention & Visitors Bureau is the official destination marketing and sales organization for the City of Austin. An accredited member of the Destination Marketing Association International, Austin CVB is charged with marketing Austin nationally and internationally as a premier business and leisure destination, thus enriching our community’s overall quality of life. Locally, travel supports an estimated 53,900 jobs and pumps with an estimated $6.2 billion into Austin’s economy.
@VisitAustinTX #trueaustin

About O2 Academy Brixton

O2 Academy Brixton has long been hailed London’s flagship venue, a must-play for artists and must-visit for music lovers. The South London venue’s magnificent 1929 Art Deco interior has been lovingly preserved and it houses Europe’s largest fixed stage, framed by an elaborate proscenium arch, based on the design of the Rialto Bridge. With a capacity of almost 5,000, its sloping floor and incredible production capabilities give it an electrifying arena atmosphere with unbeatable views.

@O2academybrix

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Holly McNally
Communications Executive, IPC Media
holly_mcnally@ipcmedia.com
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