In addition to a $25,000 grant award, the unique partnership offers extended benefits to the new class of emerging local artists, including a residency program at PNC Plaza at ACL Live
AUSTIN, TX [September 7th, 2022] – Today, Austin Music Foundation (AMF) announced the return of its signature Artist Development Program, along with a new strategic partnership with PNC Bank. Now in its sixth year, the Artist Development Program (ADP) is established as Austin’s most viable program for the discovery and development of emerging artists within the city’s music industry.
In May of this year, AMF officially welcomed the Class of ’23, an outstanding and skilled group of local artists who were carefully selected for the program following months of review and assessment by its team facilitators. Participants are chosen based on several criteria, including artistic and professional drive, business acumen, and talent. Representing a diverse cross-section of the Austin music scene, the six artists invited to participate are The Dead Coats, El Combo Oscuro, Grace Sorensen, Jake Lloyd, Poet Hawkins, and S.L. Houser.
PNC Bank and Austin Music Foundation first announced their unique partnership in the form of a new residency program in May, showcasing a different local musician each month exclusively at PNC Plaza at ACL Live.
The residency program will run through November and serves as a growth platform for local artists to showcase alongside the touring talent booked within the venue throughout the year. The program is produced in tandem with the Austin Music Foundation’s Artist Development Program, which supports the viability, growth, and visibility for Austin’s musical talent through the facilitation of meaningful connection to industry, tailored mentorship, paid performance opportunities, recording services, educational resources, and promotion. The residency initiative is also part of the bank’s strategic sponsorships to become the Official Bank of ACL Live and Austin City Limits, announced in October 2021.
“It’s important that we support our local artists and continue to both discover and develop them within the city’s music industry,” said Dillan Knudson, PNC regional president for Austin. “As a Main Street Bank, we hope this strategic partnership with Austin Music Foundation will continue to foster a local artist journey of development in our city’s live music ecosystem.”
In addition to supporting the Artist Development Program through the residency initiative, PNC has awarded a $25,000 grant to the Austin Music Foundation to continue to elevate the program’s demonstrated success. The Artist Development Program provides an array of support for local artists, including professional development, one-on-one mentoring, real-time feedback from industry experts, and peer-to-peer collaboration and support, among other services.
“The goal of the Artist Development Program is to create meaningful opportunities for catalytic growth and an authentic space for our artists and their art to thrive. We’re truly grateful to PNC Bank for recognizing the program’s value and AMF’s critical role within the creative ecosystem,” said Jenny Dugas, Executive Director of the Austin Music Foundation. “When we invest in the future of Austin music, the city’s economy, its people, and cultural vitality benefit.”
The Artist Development Program will run through the end of this year and conclude in January 2023, coinciding with the annual Love Austin Music Month initiative. Love Austin Music Month, led by AMF, KUTX 98.9, and the City of Austin Music & Entertainment Division, is a concerted effort to raise community awareness for local music and the organizations that provide support to area musicians.
Throughout the month of January, the ADP artists are promoted on KUTX 98.8 with two original songs from each artist featured as a “Song of the Day ” and highlighted online. All tracks are recorded exclusively through the program at the world-renowned Bubble Studios as part of the ‘AMF Presents ATX Gen Next’ compilation album. The album project is helmed by GRAMMY-nominated Producer, Chris “Frenchie” Smith, and ADP Program Lead, Einar Pedersen. PNC Bank will be credited as an Executive Producer of the fourth volume of the album, which the ADP Class of ‘23 will begin recording this coming November.
The Artist Development Program launched in 2017 under the direction of AMF Executive Director, Jenny Dugas, and current AMF Board Vice President and musician, Alex Vallejo. That same year, Einar Pedersen, who joined the organization as its Resident Artist Consultant, stepped in to lead the program. Einar was the decade-long touring bass player for megastar Kelly Clarkson and is currently the Tour Director for Duran Duran. Rounding out the professional team of dedicated consultants is Johnny Goudie, accomplished musician, and podcast host of ‘How Did I Get Here?’.
Additionally, throughout the program year, AMF invites music industry experts from major and independent record labels, agencies, and organizations, such as Live Nation C3 Presents, TuneCore, Glassnote Records, and BMI, among others, to connect and engage with the artists through interactive group sessions and one-on-one mentorship.
Impact-driven programming is core to the program’s success. Through AMF-direct and assisted booking opportunities, such as the residency program at PNC Plaza, the ADP artists have earned over $200,000 in income from paid performances since 2017. Combined with income-earning opportunities facilitated through the program, AMF has directly invested, and cultivated investment, to the tune of nearly $500,000 over five years; and the organization continues to steer opportunities to its 30 graduates through programming, partnerships, and key industry connections. To learn more about the Austin Music Foundation and its programs, visit www.austinmusicfoundation.org.
Austin Music Foundation (AMF) is a 501(c)3 non-profit organization whose core mission is to strengthen, connect, and advance the local music industry and community. Founded in 2002, AMF is highly engaged in developing initiatives that facilitate the growth and sustainability of Austin’s creative class by providing year-round music business training, educational resources, mentoring, and professional development to artists and industry professionals at all stages of their careers. As one of the city’s first-established cultural music institutions, AMF has led the way in ensuring Austin’s continued distinction as a world-renowned, iconic Music Capital.
About PNC Bank:
PNC Bank, National Association, is a member of The PNC Financial Services Group, Inc. (NYSE: PNC). PNC is one of the largest diversified financial services institutions in the United States, organized around its customers and communities for strong relationships and local delivery of retail and business banking including a full range of lending products; specialized services for corporations and government entities, including corporate banking, real estate finance and asset-based lending; wealth management and asset management. For information about PNC, visit www.pnc.com.
Jenny Dugas | Austin Music Foundation