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Prime Video establishes “Prime, Texas” as a new city at SXSW 2023, uniting nine original series for the ultimate fan experience.

Recently, I told you about the very exciting Swarm pop-up event at this year’s SXSW. But that’s not all the killer content heading to the event via the fine folks at Prime Video.

The popular streaming platform has grand plans for SXSW 2023, highlighting nine original titles with the debut of faux city Prime, Texas, a Daisy Jones & The Six party, and much more.

Guests will be able to immerse themselves in the world of Prime, Texas, with stops around the “city” themed to Daisy Jones & The Six, The Boys, Swarm, The Summer I Turned Pretty, Harlem, The Power, Academy of Country Music Awards, I’m A Virgo, Harlem, and Carnival Row.

Located in the heart of Austin, Hotel San José’s vibrant atmosphere and SoCo neighborhood serve as the perfect backdrop for the world of Prime, Texas. Upon entry, the environment will showcase the Austin spirit both in look and feel, allowing fans to discover everything the faux town offers.

Beginning with a three-part experience celebrating Daisy Jones & The Six, guests can immerse themselves into the show’s soundscape in the Sound City control booth, exploring various isolated music stems from the series’ signature album “Aurora”.

The next room will offer guests a chance to be part of the Six, where they can take pictures in the Sound City studio with the sounds of the Six radiating throughout the room.

People will be onsite with an influencer styling suite bringing outfits from their collection inspired by Daisy Jones & The Six. Additionally, essie is providing manicures and nail art using its new gel couture fashion freedom collection, which evokes the eclectic expression of the 1970s.

Prime, Texas will also feature a semi-permanent tattoo parlor with the help of Inkbox, where attendees can get made-to-fade tattoos featuring icons of their favorite Prime Video titles, hand-drawn by local Austin tattoo artists.

Guests can pose for photos with their new ink at the Carnival Row wings installation or in the Everything Grows in Harlem plant shop, inspired by Harlem’s newest season.

Consumers can also step into The Power room, where they’ll discover a mysterious power changing the world, with interactive wall elements that let them harness it at their fingertips.

Bringing refreshments as delicious as they are shareable, Prime, Texas will offer a variety of locally sourced, Texas-inspired food and beverage with a Prime Video twist.

Guests can celebrate the supes from The Boys with curated cocktails in the risqué XXXclusive Bar which will feature pleasure-pounding penetrators. The Academy of Country Music Awards Tavern Bar will also serve themed beverages with southern hospitality flair, featuring a fun photo op celebrating country music’s “party of the year”.

Supplied by local Austin bakery Tiny Pies, guests can indulge with pies themed to their favorite characters from The Summer I Turned Pretty at Cousin’s Beach Pie Stand. They can also pose for photo ops in the beach-style booth or soak up the sun at the summer-inspired pool.

Just past the famed Jo’s Coffee Shop, the open lot will host Prime, Texas’ main stage, providing music programming for attendees throughout the weekend from DJs CRG, TJ the DJ, Christy Ray, Disko Cowboy, and Just Jim. Refreshments will be served all day at the Six Saloon, inspired by Daisy Jones & The Six.

The Prime Cantina will serve that “bigger in Texas” flavor in collaboration with Grubhub promoting the perfect food for every stream with Tune In and Takeout. On Sunday, Chef Damien Brockway, a 2022 James Beard award semi-finalist Pitmaster will serve modern African American fare and local Southern BBQ comfort food at a Harlem-themed influencer brunch.

Partnering with online thrift store Goodfair, guests will also have the chance to personalize a denim jacket in collaboration with a local artist at PRIME DenimCo., leaving with a customized item to remember Prime, Texas.

From immersive, in-world encounters to unmissable moments on the main stage, there’s something for everyone at Prime, Texas.

Dates: Friday, March 10 – Sunday, March 12
Location: Prime, Texas, Hotel San José, 1316 S Congress Ave, Austin, TX 78704

Hours of Operation:

  • Friday, March 10: 12PM – 6PM CT
  • Saturday, March 11: 12PM – 6PM CT
  • Sunday, March 12: 12PM – 4PM CT

Stunts Around the City

Swarm Mini-Mart Pop-Up

Prime Video’s new limited series Swarm is taking over the Austin Motel’s main lobby with an in-world convenience store pop-up, creating a sensory experience that illustrates the darkly indulgent tone of the series. Attendees of the pop-up activation will be able to immerse themselves in the world of Swarm with Dre’s getaway car photo moment, complete with blood-stained seats, a wrapped dead body, and the ominous buzz of bees overhead.

  • Dates: Friday, March 10 from 12PM – 3PM & Saturday, March 11 from 12PM-5PM
  • Location: The Austin Motel, 1220 S Congress Ave, Austin, TX 78704

Carnival Row Street Teams

Consumers walking around Austin will encounter iconic Faeries from Carnival Row, walking around the city’s most popular spots, such as Rainey Street, Sixth Street, South Congress, and more. Catch up with the Faeries to take a photo and learn more about the magic and thrill of the series.

  • Dates: Saturday, March 11 from 11AM – 5PM CT

On Tour: Daisy Jones & The Six Tour Bus Photo Op

To celebrate Daisy Jones & The Six, an iconic tour bus themed to the show will allow attendees to experience the life of a 70’s rock band on tour. The bus will ultimately take residence at the Austin Motel for fans to explore and take respite from the long days exploring SXSW. With its interior decked out in 70s decor, visitors can take home a far-out branded polaroid, evoking the series’ electric rock and roll nostalgia.

  • Dates: Saturday, March 11 from 12PM – 6PM & Sunday, March 12 from 12PM-4PM
  • Location: The Austin Motel, 1220 S Congress Ave, Austin, TX 78704

Prime Video Parties

An Evening to Celebrate Daisy Jones & The Six with Performances by Amazon Music

For one night only, the electric energy of Daisy Jones & The Six will take over the main stage in Prime, Texas, which will include special musical performances, an “Aurora” themed photo opportunity, giveaways, and tributes to the band that rules Rock n Roll in 1979.

In partnership with Amazon Music, programming for the night will include featured performances by alternative rock band Grouplove and indie pop band Joseph, as well as music from the specially curated “Daisy Jones & The Six: Official Playlist,” which can be streamed on Amazon Music:

  • Dates: Saturday, March 11 from 8PM – 11PM CT
  • Location: 1316 S Congress Ave, Austin, TX 78704

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