Austin's music fest gets Fresh & Clean mashup

AUSTIN, TX: At the seventh annual Austin City Limits Music Festival, 130 bands will perform in late September, but to tease out excitement for the well-watched event, Los Angeles-based Fresh & Clean Media, which handles PR for it, came up with the idea of releasing a musical mashup featuring snippets of songs from a couple dozen of the bands.

AUSTIN, TX:At the seventh annual Austin City Limits Music Festival, 130 bands will perform in late September, but to tease out excitement for the well-watched event, Los Angeles-based Fresh & Clean Media, which handles PR for it, came up with the idea of releasing a musical mashup featuring snippets of songs from a couple dozen of the bands. The full roster will be announced tomorrow, April 15, but Kevin Brown, head of Interactive at C3 Presents, which owns Fresh & Clean, and Austin filmmaker Christopher Rose came up with the idea of a mashup to build excitement in the months leading up to the event.

As fans worked to unravel the riddle of who the mashups' mystery bands were, Web sites and blogs, including USA Today's Pop Candy blog and The Daily Swarm, served as their base for discussing and dissecting it.

"What we try to do every year is to think of interesting ways to get our fans engaged," said Shelby Meade, the owner of Fresh & Clean Media, which also produces Lollapalooza.

Beginning at 5am tomorrow, festival representatives will begin revealing the lineup on morning shows.

The campaign also included more traditional outreach.

"We also do outreach to travel-based magazines and calendar listings," Meade told PRWeek. "We're constantly trying to pitch new ways to experience the festival. We also work in conjunction with the travel bureau in Austin. This is such a great thing for Austin and we have a very nice synergy."

In past years, the festival's Web site hosted videos and games that encouraged fans to guess the lineup of the show prior to the announcement.

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