During Austin’s biggest week in music, beyond the hustle of downtown lies the beloved Luck Reunion. The Luck Reunion takes place on Willie Nelson’s historic “Luck, TX” property and celebrates the evolution of American roots music. Music legends who have forged their own creative paths without compromise share the spotlight with the up-and-coming artists following in their footsteps.

As Willie Nelson’s “Luck” has become a gathering place for artists, it’s become a family affair—to play poker, pick, and trade stories—fostering the Luck Reunion’s goal of bringing artists together, along with some of their most dedicated fans, for collaborative and memorable moments.

Southwest Airlines officially joined the family in 2017 as the presenting sponsor, further demonstrating the airline’s commitment to propel Artists On The Rise and support them along their journey.

Over the years, Southwest has found a special place at the festival, offering attendees a unique experience each year. Most recently, the Southwest Concierge welcomed attendees to the Festival, providing helpful information and a spot for guests to grab a coveted Luck Reunion bandana. As festival goers enjoyed Luck, they could visit the Southwest and Rethreaded General Store, which showcased the partnership between the airline and the organization dedicated to creating choice for survivors of human trafficking. Southwest gifted attendees with coasters that Rethreaded employees made from aircraft seat leather.

Southwest has also spent time with a number of Luck’s artists during the Southwest Porch Sessions, which offered a glimpse into their journeys and what we have to look forward to from these amazing Artists on the Rise.