The Austin City Limits Music Festival was a 3 day festival held in 2007 featuring 8 stages and 130 bands. That year, approximately 65,000 people attended. The festival featured a diverse crowd as well as sponsor brands including Dell, Heineken, Gibson, AT&T, Paste Magazine, and iTunes. Bob Dylan was the headlining performer on the last day of the festival.

1. Austin City Limits
Music Festival: 2007
3 Days
8 Stages
130 Bands
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2. Last year:
Lots of people.
This year:
65,000 people
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3. Some were cowboys.
Some were hipsters.
Some were The
Gap’s version of
hipster.
Some didn’t know
that ‘hipster’ was the
new ‘hippie’.
Some were small.
Some were weird.
All were diverse.

4. Bands: Brands:
Blonde Redhead Sambazon
LCD Soundsystem Green Leaf Tea
Gotan Project Dell
Bjork Heinekin
Cold War Kids Gibson
Muse AT&T
Clap Your Hands Say Yeah Paste Magazine
Arcade Fire itunes
My Morning Jacket Austin Recycles
Bob Dylan Colombia Recording Artist Bob Dylan
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5. Sambazon:
Frozen açaí topped with
granola and sliced
bananas from Sambazon,
an energizing treat that
cools you down and saves
the Amazon.
Flyers at the booth
provided the story of the
brand and it’s mission to
create a global market for
açaí to sustian the culture
of the Amazonians.
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6. Sweet Leaf Tea:
Ever go to a concert or
event where there are
toms of people…and then
suddenly a beach ball
appears out of nowhere. I
always wondered, who is
the guy that remembers
to bring the beach ball?!
Sweet Leaf Tea not only
offered loads of its new
peach lemonade and
cherry limeade but also
provided ‘My Morning
Jacket’ concert goers
branded balls to bounce
around.
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7. Dell Lounge:
Dell sponsored Sound
and the Jury competition
for the ACL Music
Festival. The grand prize
is a position on the
festival lineup, and while
the 11:45am slot on the
Dell stage on Friday
morning isn’t ‘Prime’, for
a young indie band the
opportunity provides an
incalculable experience
and exposure.
They also hosted after
parties featuring blogger-
curated music
experiences with amazing
bands.
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8. Heineken:
Never underestimate the
power of beer in
situations of extreme
heat.
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9. Gibson:
All you needed to draw a
crowd at ACL was provide
shade. The Gibson G-Pod
not only provided shade,
but also a bit of guitar
practice.
The tent was set up with 9
different stations where
people could fiddle
around with a number of
Gibson guitars.

10. AT&T:
In addition to hosting 2 of
the 8 stages, AT&T hosted
the ‘Experience tent’, an
air conditioned tent to
cool off while charging
your cell phone (chargers
provided for all cell
phones). Laptops with
internet access were also
available.
The line outside this tent
was longer than one
formed for the Porto-
Potties.
http://off-the-l.blogspot.com/

11. Paste Magazine:
Aside from listening to
music, dancing, and
feeling extremely hot
another part of the ACL
Experience is waiting for
the band to perform.
Paste magazine provided
free issues featuring “The
White Stripes’ on the
cover of the issue. The
band was scheduled to
perform Saturday
evening, but there was a
last minute cancellation.
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12. iTunes:
Offered 20 free
downloads of songs from
ACL.
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13. Keep Zilker Beautiful:
Seems that everyone is
approaching 'Green' differently.
Austin's strategy is targeted to
those who already have green
habits and encouraging them to
do more of something that they
already do.
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14. Bob Dylan and His Band
were the last performers at ACL
Festival 2007. Interestingly, he
was introduced as ‘The Colombia
Recording Artist, Bob Dylan’. At a
time when bands don’t have to be
under contract to perform at
festivals (Clap Your Hands and
Say Yeah, Ghostland
Observatory), record labels are
still trying the same tricks to build
off of old clout.
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