This is a sponsored interview in partnership with Tecovas.
Omar Lozano has a really tough job: Selling Austin, the live music capital of the world, as a place to experience music. Phew! 🤣
All jokes aside, Lozano is the director of music marketing for Visit Austin, the city’s tourism bureau. We caught up with Lozano to learn more about his job.
“There's a lot of ways that we get creative to make sure people have an amazing time here in the city and inspire trip visitation from people all over the world,” Lozano told us.
This interview has been edited for length and clarity.
Do you get out into the city every day?
“I am keeping my finger on the pulse of what's happening musically in the city. You'll catch me at a lot of the festivals, especially the independent ones. Being able to see what's happening in real time just right outside my office windows in the nightlife and in some of my favorite music districts is important. We want to make sure that we're able to authentically and inclusively promote live music, and really having your finger on the pulse of that is a big part of it.”
Why does your work matter to Austin?
“It's something that I take very seriously, as far as being able to represent the music community here. We're a city that's in flux and in change, and has become incredibly popular. A lot has changed from the Austin that a lot of us have known. But we really want to make sure that those musicians and events that really keep that heart and spirit of Austin alive are featured or showcased and are engaged with. We also really need to make sure that not just the tourism industry understands the value of live music.
We're also making sure that the music community understands the value of visitors and some of these bigger music moments in cities. We want both industries to thrive. We certainly want musicians to keep creating music and to be able to stay in the city and work in the city.
Which local musicians should we be watching right now?
Lozano had a few suggestions here: The Point, “a three-piece world music band;” punk rockers Die Spitz; and Adrian Quesada, acclaimed local musician with a new album coming out soon.
