Prime Video welcomes attendees to Prime, Texas – a faux city with shareable photo moments, food and beverage, art, swag, entertainment and more

CULVER CITY, California­—March 6, 2023—Highlighting nine of their original titles, Prime Video today announced plans for the 2023 South by Southwest® (SXSW®) Conference and Festivals, featuring a setlist of panels, premiere screenings, parties and more, as well as free admission to the immersive world of Prime, Texas.

Prime Video Establishes: Prime, Texas

Prime Video will kick off weekend one of this year’s SXSW with their debut of the newly incorporated “Prime, Texas.” The engaging experience will transport attendees to the Lone Star State of their dreams, showcasing elements that celebrate a variety of titles such as Daisy Jones & The Six, The Boys, Swarm, The Summer I Turned Pretty, 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 has to offer. Mayor Kirk Watson will be present on Friday to accept the key to Prime, Texas.

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. Free 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 their very own 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 themselves 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 faire 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. Upon entering the fluorescently lit and air-conditioned mini-mart, guests will receive custom cash to purchase their favorite snacks and refreshments off the shelves and stocked refrigerators, as well as exclusive, screen-printed t-shirts. All of Dre’s favorite junk food snacks and drinks with Swarm-branded souvenir cups will be available for them to snag. While checking out, visitors can watch never-before-seen clips of the series on the surveillance monitors and will be given a lottery ticket for a chance to win various prizes, including a Swarm branded-bucket hat like Dre’s in the show.

• 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, who will be 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 from 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: amzn.to/DJTS

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

Prime Video Social Handles:

Facebook: @PrimeVideo

Instagram: @PrimeVideo

Twitter: @PrimeVideo

Facebook: @AmazonMusic

Instagram: @AmazonMusic

Twitter: @AmazonMusic

About Prime Video

Prime Video offers customers a vast collection of movies, series, and sports—all available to watch on hundreds of compatible devices.

• Included with Prime Video: Watch movies, series, and sports, including Thursday Night Football. Enjoy series and films including Emmy winners The Marvelous Mrs. Maisel and Lizzo’s Watch Out for the Big Grrrls, Emmy-nominated satirical superhero drama The Boys, and the smash hits The Lord of The Rings: The Rings of Power, Tom Clancy’s Jack Ryan, Shotgun Wedding, Samaritan, Thirteen Lives, The Tender Bar, Being the Ricardos, The Tomorrow War, Reacher, and Coming 2 America. Prime members also get access to licensed content.
• Prime Video Channels: Prime members can add channels like HBO Max, discovery+, Paramount+, BET+, MGM+, ViX+, PBS KIDS, NBA League Pass, MLB.TV, STARZ, and SHOWTIME—no extra apps to download, and no cable required. Only pay for the ones you want, and cancel anytime.  View the full list of channels available at amazon.com/channels.
• Rent or Buy: Enjoy new-release movies to rent or buy, entire seasons of current TV shows available to buy, and special deals just for Prime members.
• Instant access: Watch at home or on the go with your choice of hundreds of compatible devices. Stream from the web or using the Prime Video app on your smartphone, tablet, set-top box, game console, or select smart TV.
• Enhanced experiences: Make the most of every viewing with 4K Ultra HD- and High Dynamic Range (HDR)-compatible content. Go behind the scenes of your favorite movies and TV shows with exclusive X-Ray access, powered by IMDb. Save it for later with select mobile downloads for offline viewing.

Prime Video is just one of many shopping, savings, and entertainment benefits included with a Prime membership, along with fast, free shipping on millions of Prime-eligible items at Amazon.com, ultrafast grocery delivery and pickup, unlimited photo storage, exclusive deals and discounts, prescription savings, and access to ad-free music, books, and games. To sign up or start a 30-day free trial of Prime, visit:amazon.com/prime.

About SXSW

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music, and comedy showcases, film & TV screenings, exhibitions, professional development, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW 2023 will take place March 10 – 19, 2023 in Austin. For more information, please visit sxsw.com. To register for the event, please visit sxsw.com/attend.