considers the artists to be brand ambassadors, but unlike the sponsored content that runs rampant on social media, musicians represent the city in much more organic ways than shilling vitamins or clothing. In fact, the relationship between artists and Hear Fort Worth is less about brokering deals and more akin to a gardener watering seedlings.
, director of the Fort Worth Music Office, said the goal of the program is twofold: to create community and export music.
鈥淲hen they鈥檙e on the road, they鈥檙e ambassadors for the city. They tell people how great it is. They tell people where they鈥檙e from,鈥� Martens explained, citing and as examples.
Hear Fort Worth, an initiative of Visit Fort Worth, in 2016.
They help cultivate the local music scene by offering small , of up to $500, to artists who have booked three consecutive shows outside of DFW. They worked with on a creative industry that doled out $300 microgrants to artists who lost work during the pandemic. And this weekend, they鈥檝e programmed of local music to showcase at the SXSW festival in Austin.
鈥淭hat $500, we鈥檝e seen, it鈥檚 just been imperative to some musicians,鈥� Martens said. He recalled that the first artist to receive a travel grant had shows booked in Arkansas, Mississippi and Louisiana, but he was on the verge of being forced to cancel all three because a local gig that would have helped them pay for gas and hotel stays was canceled.
Visit Fort Worth and its offshoots understand that a thriving cultural scene isn鈥檛 just a nice amenity for residents鈥攊t also drives business to the city.
A from Visit Fort Worth and Sound Diplomacy estimated the music scene was directly and indirectly responsible for 7,555 jobs and $256.56 million in earnings in 2016.
鈥淲e want to show that the city supports local music, but also we have so much talent that鈥檚 out there spreading the message,鈥� Martens said.
is a local artist who will perform at SXSW and already sings the praises of the city.
鈥淚 think people in other Texas cities really underestimate Fort Worth and the talent that鈥檚 here and the support from the city,鈥� Leigh said, noting that she wants to make a name not only for herself, but for Fort Worth as well.
Njia Martin is another artist who is excited to perform at SXSW. She makes up one half of , an electronic R & B duo, alongside her bandmate Landon Cabarubio.
The duo started making music together at the end of 2019, just before the pandemic paused live performances. They have performed on live streams and a few small shows in town, but this will be their first show outside the city as a band, and they鈥檙e excited about the opportunity to expand their audience.
鈥淚 mean, just to be asked to play the show in the first place was great, but you know, to be compensated for it is awesome,鈥� Martin said.Cabarubio, who has performed at SXSW with other projects, agreed.鈥淚t鈥檚 a huge help. Yeah, I mean, most of the time at South By shows, especially unofficial shows, there鈥檚 not much pay. It鈥檚 usually like, 鈥楬ey, you can play, you can come party. Free food, free beer and you can have fun. But you know, we don鈥檛 really have a budget to pay for you,鈥欌�� Cabarubio said. 鈥淕etting paid also and such a cool show, it鈥檚 like a cherry on top.鈥�
Hear Fort Worth recognizes the importance of making sure artists get paid. 鈥淓xposure bucks don鈥檛 pay rent, they don鈥檛 pay your car payment,鈥� Martens said. 鈥淪o it鈥檚 one of those things where the artists are an important piece of our creative culture that we鈥檙e building, our creative economy.鈥�
SXSW is an important launchpad for many musicians, including Fort Worthian and Arlington鈥檚 . Hear Fort Worth hopes its three-day showcase of local artists could potentially launch the careers of many more.
