The Brand of Austin City Limits

By Emily Cox

Twenty dollars will buy a T-shirt with the familiar ACL logo and tourists snap them up because these T-shirts represent a high quality of music from diverse artists. After buying the T-shirt, $145 will buy a wrist band for the three-day festival in Zilker Park. The ACL brand has become so well known, that the festival attracts people from around the world.

For more than 33 years, loyal fans have supported ACL and the unique musical experience it represents.

Starting from a humble TV show, ACL has played a critical role in making Austin the "Live Music Capital of the World," and bringing in a great number of music fans.

"Everyone seemed to recognize this T.V. show because the media has that kind of reach," said Ed Bailey, the vice president of brand development for ACL.

Ed Bailey on what makes ACL different

ACL played a major part in the Austin music scene in its early days, so as the television show continued to grow, the name itself began to acquire a prestige: listeners could expect a superior production when they attended a concert. The prestige of the ACL name became a brand that the producers could use to seek new business opportunities within the music industry and tap into the international market.

Bailey has worked for ACL for eight years watching over the business aspects of the show, viewing new offers through the eyes of the consumer. Bailey gained his experience from working at an advertising firm and, later, helping with the opening of the Rock and Roll Hall of Fame and Museum, in Cleveland. At ACL, he helped producers expanded what ACL could be – not just a television production, but a whole music experience.

"I brought to the table an outsider's perspective," said Bailey.

Ultimately, business decisions for ACL stem from producers finding ways to fund the shows that take $2 million each to produce. Several suitors came forward before it was decided that the ACL name would be lent to the ACL Fest -- and give ACL would receive a portion of the ticket sales. Also, ACL began releasing performances from its archive of over 600 artists in forms of DVD or CD to sell to music fans. Through these ventures, the ACL name has become a label that has to live up to a number of expectations.

ACL officials listen carefully to music critics, performers and fans -- making sure that their quality is being maintained.

"The television series has branded and reinforced… the idea that this is a place where music is really thriving," said Bailey.

The ACL television show helped keep Austin's title as "The Live Music Capital of the World," and the producers continued to work on distinguishing the Austin music experience. Now, the show and the brand compete against entities like VH1, MTV, and even the reality show American Idol. Bailey points out that like American Idol, ACL provides exposure to new talent. ACL has become known for its welcoming, laid back atmosphere.

Ed Bailey on ACL, ACL Fest, and Austin

When building a brand for a show that grew from a rebellious, hippie-meets-cowboy background, people like Bailey make sure that the brand keeps to ACL's missions: there is a fine line between natural evolution of the show and selling out. For instance, the ACL festival was seen as an appropriate progression of the show, but some question what will happen when the ACL studio moves to a venue that can seat three times as many people. Because the show has aired for so long, it must find a middle ground where it can stick to traditions, and retain the veteran viewers, while also playing younger artists that will attract the next generation of the audience.

"There's always a risk to do more than what people expect, and if you it right, then you might win new friends," said Bailey.

Music production and standards change as technology and the Internet advance, and ACL works to keep up. They want to make sure that over the years, people will still want to buy the T-shirts, buy the festival tickets, attend the tapings, and look to ACL for good music.

"Whether it's reaching out to the audience that's right in front of you or to a person across the globe on the Internet, Bailey says, "the goal of the branding program is to make ACL the trusted thing in music."