Congratulations to the 2025 Southwest: On The Rise to Luck participants, Improvement Movement, Luke Tyler Shelton, and Marlon Funaki.

Music fans have the opportunity to help the Southwest Artists On The Rise earn a chance to play an opening set on the World Headquarters Stage at Luck Reunion, a music festival taking place on Willie Nelson’s Luck, TX, ranch on March 13.

Play your part and tune in to these talented Artists’ videos to see the inspiration they draw in the creative process. By tuning in, you can help your favorite Artist rise to the top to play Luck Reunion. After you watch the full video, you'll have the opportunity to cast your vote for your favorite Artist On The Rise. Since 2015, in partnership with Luck, our Artist On The Rise program has supported up-and-coming talent to reach new heights in their careers.

Past participants of the Southwest: On The Rise to Luck program include: Lou Hazel (2024 winning artist), Jobi Riccio, and Victoria Bigelow, Arcy Drive (2023 winning artist), Angel White, Pearla, Ida Mae (2020 winning artist), Gabe Lee, Jordan Moser, Katie Pruitt (2019 winning artist), Cha Wa, Madison Cunningham, Thomas Csorba (2018 winning artist), Kirby Brown, Mt. Joy, Marty O’Reilly & The Old Soul Orchestra, and Hugh Masterson.