Known as the Live Music Capital of the World, the slogan became official in 1991 after it was discovered that Austin had more live music venues per capita than anywhere else in the nation. In 2020, the world was hit with a pandemic that effectively shut down the live entertainment industry and devastated musicians. A devastation that many have yet to recover from.

Located in downtown Austin, the Red River Cultural District is arguably one of the driving elements that sustains Austin’s reputation as the Live Music Capital of the World. In this area, you can find local musicians and live entertainment venues of every size. Venues start at the club level, like the famous Stubbs BBQ, to arenas like the Waterloo Amphitheater and Moody Center. Theoretically, an artist can begin their career and rise to an arena-size show without ever leaving Red River Street.

In addition to the global pandemic, the Red River Cultural District continues to face another ongoing crisis- homelessness. While the entire city of Austin is confronted with this issue, the Red River area has become the visible epicenter of this crisis and is also home to countless non-profits and social initiatives to support individuals experiencing homelessness and help those in need.

Born from this idea is the concept of RED RIVER RISING (RRR).