The FADER Fort: NYC + SXSW

Custom brand activations that blend seamlessly with an unforgettable live music experience

The FADER Fort, a “festival within a festival,” has become a magnet for music lovers, tastemakers, and cultural influencers from around the world. Hosted twice a year, the FADER Fort pops up at an iconic venue in New York City and spans four sprawling acres at SXSW in Austin, Texas.

Known for its unrivaled lineup of emerging talent, the event draws top media, industry elites, and the trendiest crowds from fashion, music, and art. It’s not unusual to see cultural icons like Elijah Wood pressed against the chain-link fence, hoping to catch a glimpse of the action.

What began as an offbeat hotel room gathering in 2002 has transformed into one of music’s most sought-after stages. From Kanye West arriving straight off the Glow In The Dark tour, to surprise performances from Lou Reed, Amy Winehouse, and Drake, the FADER Fort has introduced thousands of fans to the stars of tomorrow.

Major brands like Converse, Jack Daniels, New Era, and Budweiser have powered custom activations that make the Fort’s venues just as unforgettable as the performances themselves. With the unique mix of up-and-coming talent, street art installations by the legendary Mr. Brainwash, and moments like Gary Clark Jr. playing at sunset or Tyler, The Creator meeting Erykah Badu backstage, the FADER Fort is a cultural phenomenon that transcends the festival experience.

At the FADER, we focused on creating 100% custom brand activations for our clients that complemented the event’s vibrant atmosphere. Working alongside an exceptional event activation team, each brand’s ROI objectives were skillfully translated into experiences that aligned with the Fort’s distinctive spirit. The result: branded moments that captivated an incredibly discerning crowd.

Beats by Dre: Designed a custom listening booth where attendees could try out Beats headphones in a relaxed, no-pressure setting, encouraging interaction with their premium audio products.
Bushmills: Organized an open bar with simple, branded whiskey cocktails, giving festival-goers a chance to sample Bushmills’ accessible, entry-level whiskey in a fun and social atmosphere.
Converse: As the event's headline sponsor, Converse’s branding was integrated throughout the venue, including a high-end VIP gifting suite where A-listers, artists, and VIPs could pick out a pair of Converse and customize them on the spot.
New Era Hats: A photobooth experience that empowered Fort attendees to 'Make Your Own New Era' with large branded blocks. Photos were automatically uploaded to folks' social media feeds as well as New Era's own accounts, seamlessly amplifying the brand's reach and driving organic engagement.
Palladium Boots: Designed an exclusive "Urban Exploration" VIP and Artist Gifting Suite that placed Palladium's boots directly onto the feet of performers, musicians, and VIPs. This aligned with Palladium's recently launched campaign starring music icon Pharrell Williams, reinforcing the brand's connection to the creative community.
Rdio: A relaxing Wifi lounge where festival-goers could recharge (literally!) while learning about Rdio's streaming music platform. Equipped with laptops, charging stations, and comfortable seating, it offered a respite from the Texas heat.