Fresh Sounds & Crisp Vibes: White Claw Brings Emerging Artists to SXSW at Waterloo Records

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By Bastion Sundown + Kristopher Lopez | The Down Market

AUSTIN—SXSW thrives on discovery, and this year, White Claw Fresh Set brought that spirit to life with an intimate, high-energy showcase at Waterloo Records. Featuring stripped-down performances from Britney Spencer, Hope Tala, Lizzie No, and Mon Rovîa, the White Claw-sponsored event on March 11, 2025, offered festivalgoers a chance to experience raw, unfiltered talent in a setting steeped in music history.

Set against Waterloo’s extensive vinyl collection, the showcase was a celebration of connection and community, pairing White Claw’s bold flavors with exclusive vinyl pressings from Gold Rush Vinyl—a nod to both the past and future of music.

A Stage for Emerging Voices

For decades, Waterloo Records has been a cornerstone of Austin’s music scene, hosting legendary in-store performances while championing rising artists. This "Tiny Desk"-style showcase continued that tradition, stripping down each artist’s performance to its essence and placing their storytelling front and center.

• Britney Spencer brought an intimate yet powerful presence to the stage, blending country, folk, and R&B influences into a sound that felt both familiar and groundbreaking.
• Hope Tala delivered a soulful, genre-defying performance, weaving poetic lyrics with smooth melodies.
• Lizzie No showcased her signature mix of folk, blues, and indie rock, captivating the audience with deeply personal storytelling.
• Mon Rovîa closed out the show with an electrifying set, fusing alternative, pop, and neo-soul into a mesmerizing soundscape.

The audience—over 500 strong—immersed themselves in the music, surrounded by walls of vinyl that echoed decades of recorded history. The juxtaposition of heritage and innovation made for a truly unique experience, reinforcing why SXSW remains a cultural powerhouse for new and established artists alike.

White Claw & Music: A Shared Experience

Beyond the music, White Claw Fresh Set embodied the brand’s ethos: music and White Claw are best enjoyed live, together. Throughout the event, guests enjoyed free White Claw tastings, adding to the communal atmosphere of the day. Fans also had the chance to win exclusive vinyl box sets, featuring recordings from the performing artists—a collector’s item that merges music discovery with the art of physical media.

SXSW’s Legacy of Discovery

The White Claw Fresh Set at Waterloo Records proved to be more than just another SXSW showcase—it was a reminder of why live music matters. From the deep connection between performer and audience to the tangible magic of vinyl, this event reflected the very best of Austin’s rich musical culture.

As the aftermath of SXSW 2025 continues to unfold, The Down Market will be on the ground, documenting the moments that define this ever-evolving festival.