Joanna Reagan Ewing

UO Music:

UO Music:


From 2015 to 2017, my role included the direction of music programming and marketing for Urban Outfitters. In Spring 2017, our UO Music and Marketing teams built and executed the brand's largest performance endeavor to date. By uniting partners, artists, and local Austin businesses, we brought our community 4 days of free music featuring 27 live acts.

UO Live in Austin acted as a content and commerce "hub" for brand awareness, physical music sales, and exclusive merchandise activations. Broadcasted via global social channels with a corresponding e-commerce journey , our showcase had fans around the world tuning in to engage with artists and brands they love.

Experiential activations included an Airstream green room sponsored by B+O Play, Crosley custom vinyl record cutting, VERB Beauty hairstyling station, and Topo Chico, Tito's Vodka and Austin Eastciders food and beverage offerings. Exclusive merchandise benefitted local organizations Attendance Records and Barton Springs Conservancy.

UO and Fujifilm brought The Internet to Austin for an SXSW-exclusive performance benefitting VH1's Save The Music Foundation. As Space 24Twenty hit capacity with over 1,000 attendees, customers filled the parking garage across the street to see the show. Significant funds were raised by this three-way partnership in support of music education in public schools.

View Credits + Thanks

Brand Partners
Fujifilm, B&O Play, Crosley, Prynt, Reebok, VERB, Topo Chico, Tito’s Vodka, Austin Eastciders

Event Photographers 
Driely S. + Chad Wadsworth 
The Internet, D.R.A.M, Chole x Halle, Khalid, Kodie Shane, Living Hour, Jay Som, Vagabon, Sui Zhen, Dream Wife, The Japanese House, Tommy Genesis

Director of Brand Marketing
Stacey Britt Fitzgerald
Director of Content + Curation 
Rachel Albright

Music Director
Ron Ubaldo
Music Management
Corbin Speir-Morrone + Brad Jones
Events Director 
Meaghan Creamer

Social Media + Video
Lynn Kostelny, AJ Quon, Karl Beyer, Ryan Cambage

Global Chief Executive
Creative Director
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date
Spring 2017