4 Activations That Showcased Why Art Basel Is the Must-Attend Place for Brand Engagement

For marketers looking to connect with and define culture, this growing festival is the new priority

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Over the past few years, Austin, Texas has been a hotbed for creativity, technology and brand engagement thanks to, in large part, SXSW. Beginning with 700 registrants and ballooning to over 161,000 attendees at its peak, the now-expansive event was the only festival of its kind for a while, breaking culture-moving acts like Kendrick Lamar and hosting panels featuring every famous face from Jon Favreau to Fat Joe.

But with the festival outgrowing its Austin roots and its purpose perhaps expanding beyond its humble origins, the industry is in need of fresh, homegrown events where brands can establish their place in culture while connecting with new audiences.




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