Austin saw a double dose from VERO this March during the SXSW festival.

VERO had a launch event for a new creator-first initiative, alongside electrifying performances by VERO Music artists at the esteemed British Music Embassy stage.The VERO partnership team gathered a select group of creators, connectors, musicians, and artists from across the world to launch VERO100, an initiative designed to put creators meaningfully at the heart of the platform. To be a VERO100 Creator means becoming a VERO co-owner and the ability to influence the platform's development to support creators to better connect with their communities online.

“VERO100 Creators will have significant benefits, including opportunities for generating subscription revenue, receiving ownership shares in the platform, getting early access to product builds, and having the opportunity to influence the platform’s new features and tools.”

— Ayman Hariri. VERO CEO and Co-Founder

Meanwhile, VERO Music label's Lauren Ruth Ward, Thunder Jackson, and Until the Ribbon Breaks were also in Austin, sharing new sounds during their live performances at the SXSW festival in collaboration with longstanding partners Clash Magazine.

On Thursday, March 15th, Thunder Jackson took to the stage of Lefty’s Brick Bar, bringing down the house with a set comprised of songs from his multi-million streaming 2020 eponymous debut and a preview of his forthcoming sophomore set. The crowd was particularly enthusiastic about his rendition of his current single, ‘Steady Freddy,’ which exploded to full-on anthemic energy on stage.

Of the experience, Jackson said, “As a kid, you always dream of these moments, the unexplainable feeling you get while playing your songs to people that are there to listen and connect. SXSW was exactly that moment.”

“It was such a beautiful experience shared with beautiful people,” he added. “It was filled with so much love and support from every single person I encountered. It takes me back to why I started to pursue this dream, for these moments... and what an experience to see it all unfold in real time.”

— Thunder Jackson

Festivities on Friday, March 16th, at the British Music Embassy started with a raucous performance by rock diva Lauren Ruth Ward, who performed songs from her critically acclaimed 2023 EP ‘Mindeye’ and tracks from her brand new collection, Self-Electric. The set was the perfect prelude to Ward’s month-long UK and European concert tour, which begins April 1st in Zurich.

“VERO folks meeting my band for the first time, and me being able to watch other VERO artists perform were heart warming moments. It reminded how wonderful it feels to belong.”

— Lauren Ruth Ward

Rounding out the day at the British Music Embassy was the triumphant return of Until the Ribbon Breaks, fronted by mastermind Pete Lawrie Winfield. He performed several tracks from his impending VERO Music debut album, including the current single ‘Strange Times’ and the viral smash ‘Nature Mother.’ He also treated the crowd to a rendition of his iconic 2015 hit, ‘Pressure.’

“Playing SXSW was an incredibly special experience in a multitude of ways. Not only my first show in 5 years, but it was also my first show ever playing sober. ”

— Until the ribbon breaks

“For this reason I wanted to keep it as simple as possible, strip the music down and not hide behind anything. When asked how I wanted to do the show, my only stipulation was to be able to have magical human and soul powerhouse Emoni Wilkins by my side.

The huge surprise for me, was how much I enjoyed the show,” he added. “To finally be present and share my art – and to not have that voice of doubt in my head was magnificent. It was so satisfying to just take my hands off the wheel and allow things to unfold as they may. After the show a few people approached me to say that watching the show allowed them to feel as though they could take the journey of sobriety and not have it stop them from achieving anything they imagine. To me, that is a Grammy. A truly magical experience.”