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Texas Music Takeover Presented by Visit Fort Worth Going Back to London for 2nd Year

May 19, 2017 Destination North America No Comments Email Email

The Fort Worth Convention & Visitors Bureau (FWCVB) will serve as presenting sponsor of Texas Music Takeover (TMT) in London, October 9 – 16, 2017 for the second consecutive year. The seven-day concert series spotlights 13 Texas musicians including Fort Worth’s own Pat Green, Luke Wade, Austin Allsup, Grady Spencer, Joey Green and Josh Halverson in venues throughout London.

TMT provides an opportunity for the FWCVB to leverage Fort Worth musicians in London with a promotion to attract U.K. residents to the shows and market travel to the city. The U.K. is the No. 1 source of overseas visitors to Fort Worth and Texas. According to Texas Tourism, travel from the U.K. to Texas is forecasted to increase by 46.7% in 2020. There are two daily direct flights via American Airlines and one via British Airways from London Heathrow to DFW International Airport.

“Over the past few years we’ve weaved the Fort Worth music story into more aspects of our storytelling,” said Mitch Whitten, FWCVB vice president of marketing and tourism. “We are incredibly fortunate to have such an amazing talent pool in Fort Worth and are excited for the opportunity to support these musicians while promoting our city to one of our top international markets.”

TMT, produced by Fort Worth-based Rival Entertainment, created the series to offer a once-in-a-lifetime experience for Texas musicians and their biggest fans with travel packages from Texas to the U.K. to attend the concerts.

“We are thrilled to be taking even more Fort Worth musicians to London this year,” said Stephen Bethea, Rival Entertainment president. “We love all the work the FWCVB is doing to promote Fort Worth music so we couldn’t ask for a better partner.”

New to the takeover this year is Texas Red Dirt Roads syndicated radio show host Justin Frazell, who will serve as host and emcee during the concert series in London. Billy Bob’s Texas, a co-sponsor of TMT, will present “Live from Billy Bob’s,” with a live video stream from the October 12 concert.

Music was prominently featured at the FWCVB 2017 annual meeting in February where Leon Bridges was honored and a marketing video featuring Grady Spencer’s “Things to Do” debuted. Fort Worth musician Austin Allsup recently accompanied the FWCVB and VisitDallas on a marketing mission to Australia and New Zealand to promote tourism to DFW.

Fort Worth was recently named a “Top 6 U.S. City to Watch” by Conde Nast Traveler where the article cites “a music scene on the verge of competing with Austin thanks to local crooner Leon Bridges and Niles City Sound.”
Live music continues to grow across the city including dozens of live music venues and events such as Sundance Square’s Bands on the Bricks, weekly live concerts at Billy Bob’s Texas, Panther Island’s Rockin’ the River Summer Concert Series and the Near Southside’s Friday on the Green and many more.

All TMT venues in London will include Visit Fort Worth branding and giveaways. FWCVB promotional efforts include a U.K. based website, radio, digital and social media buy pushing to the concert series and PR opportunities such as live busking in tube stations and special media and travel trade events. U.K. residents can enter to win a trip for two to Fort Worth during the promotion.

To watch the 2017 promo for Texas Music Takeover, click here. For the full concert schedule, participating musicians and contest details, visit www.TexasMusicTakeover.co.uk.

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