UNSUNG MAGAZINE_VERSE 006_AUGUST 2025

JESSEE LEE

VERSE 006 | AUGUST 2025 | GTX | NBTX

A MIRROR MOMENT: I AM AN ARTIST

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Curators WORD

PUBLISHER Indictus2 Holdings, LLC

CURATOR Casey Frank

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Some of us were taught early how to build a life that doesn’t rock the boat too much. We get up, we do our jobs, we collect the titles we worked hard to earn - nurse, manager, teacher, tech - and we tell ourselves this is the good and steady way to live. Predictable days. Safe enough to call it a career.

But there’s another kind of living, no salary, no paid time off. Just a restless heart and something to say. The life of a musician.

And yet, we forget: the work of a musician is work too. The local names scribbled on a chalkboard outside of the neighborhood bar. The ones who show up when it’s raining, when it’s slow, when only ten people clap. The ones whose songs keep us at the table for another round, whose stories keep this town interesting.

VISIONARY Scott Foley PRINTING Sundance Print Centers

They write at two in the morning when the house is finally quiet. They answer emails between gas stations.

They build their own websites. They run their own social media. They design posters, chase down gigs, research new venues and pour every ounce of themselves into songs that resonate with the rest of us.

It’s work that fuels our city’s economy in quiet, steady ways. It keeps neighborhood joints alive in the off-season. It fills restaurants before a local set and keeps bars busy long after the headliner packs up and heads home. The abundance of local live music keeps an Airbnb booked one more night and keeps out-of-towners spending their money here - on dinner, drinks, gas and shopping. It creates jobs: sound engineers, lighting technicians, bartenders, event marketers and graphic designers. It keeps local businesses happenin’ on nights that would otherwise be still.

We, the ones with business cards and benefits and direct deposits every other Friday - we owe them real support. Infrastructure. Safety nets. A system that says: We know how hard you work. We know how much your songs matter. It’s work that deserves to be protected, championed and paid for properly - with a city willing to stand up and say: We see you. We need you. We support you.

@unsungtx unsungtx.com EDITORIAL OFFICE 1190 Gruene Road New Braunfels, Texas 78130 830-708-2411 info@unsungtx.com

Think of all the local big guys - Wade Bowen, Randy Rogers, Kevin Fowler, Cody Canada, Parker McCollum, Bri Bagwell, Creed Fisher, Paul Eason - ask them if they would’ve loved a stronger support system back when they were playing for gas money and splitting cheap motel beds. You already know the answer.

New Braunfels: A Music Friendly Community. Saying it is easy. Living up to it takes work. If we mean it, then we better prove it - by backing the ones still fighting for a spot on that chalkboard, by protecting the local stages that launch the big names and by remembering that behind every song is a real job worth paying for - and money that keeps pouring back into our own little music town.

XO,

LET’S COLLAB We are excited to explore potential collaborations and would love your input.

If you have a favorite Unsung artist you’d like to see featured, a live music venue you frequent, or would like to spotlight influential behindthe-scenes individuals in the music industry, please visit unsungtx.com.

We look forward to hearing your recommendations.

CONTRIBUTOR HARPER FRANK

Harper is a freshman at Canyon High School and an up-and-coming sports photographer with a growing passion for capturing action. Under the mentorship of Scott Foley, Harper can often be found documenting the vibrant music scene in Gruene and shooting local sporting events. ©2024 Unsung®. All Rights Reserved.

No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the curator.

Information provided to Indictus2 Holdings, LLC is deemed reliable, but not guaranteed. The publisher will not be responsible for any omissions, errors, typographical mistakes or misinformation within this publication.

For permission requests, please write to the curator at info@unsungtx.com.

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TWIN RIVERS MUSIC SCENE

The Rise of a Brand Built on Friendship and Music

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BACKSTAGE PASS: CASEY JOHNS

Yellow DOG Studios: Built for artists, by artists.

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WHERE’S THE MUSIC?

Stay in tune with Gruene’s vibrant live music scene

SPOTLIGHT: INFERNOS WOOD-FIRED OVEN & SPIRITS

Fueled by fire, flavor and the loyalty of locals

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NEW BRAUNFELS: A CERTIFIED MUSIC-FRIENDLY COMMUNITY

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What this means for our local musicians and the live music venues who support them

THE SCENE

A schedule of upcoming events featuring live music in the community

VILLAPALOOZA

The first festival dedicated entirely to lokal music and art

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JESSEE LEE

Part rock. Part roll.

All Vintage Americana Country Soul.

THE GRUENE GUIDE

Local eats, treats and all the sweet spots of Gruene championed by Jayden Mills

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JARED BURRESS

How one man’s Polaroids have taken over the live music scene

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UNSUNG VERSE 5 RELEASE PARTY

Unsung celebrates the past and present featured artists and those making waves in the local creative scene

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The first-ever Villapalooza Lokal Music & Art Fest made a bold entrance this July, transforming The Villa in Gruene into a two-day hub of live music, art, local flavor and community spirit. From sunrise sound checks to The Ryan Hunter Band closing out Sunday night, Villapalooza solidified its place as a homegrown celebration of creatives.

At its core, Villapalooza was a music and art festival, built to showcase the depth and diversity of the local scene. With two stages running back-to-back, the lineup featured 22 performances, 11 bands and 11 solo artists, ranging from Americana, blues and folk to honky tonk, rock, soul and alternative sets. Whether you showed up for a favorite or discovered someone new, neither the music nor the energy let up.

The art scene was just as present. Local vendors surrounded the outdoor perimeter with curated pieces and original work. Muralist Sarah Heinbaugh painted live throughout the weekend, turning a blank wall into a living, evolving canvas that mirrored the artistic momentum of the event.

Festivalgoers came hungry. Bar-B-Que Bandidas, Villa Pasta and Tacos Papi Grande kept lines moving and mouths full, while Windmill Farms Winery and Merica Beer added some local flavor to every pour.

Villapalooza also carved out space for purpose. The festival aligned with three community organizations: Kids in a New Groove, Guitars 4 Vets and Trails End Retreat and Rescue inviting attendees to learn about their missions while enjoying the weekend. A highlight moment came when a custom Villapalooza acoustic guitar, signed by every performing artist, was auctioned off for $4,100 to benefit Kerrville Pets Alive! in support of animal rescue and rehomeing efforts following the Guadalupe River floods.

To the musicians, artists, vendors, sponsors and fans who made the first Villapalooza a hit: thank you. You showed up and you showed out.

If this year was any sign of what’s to come, you might want to block the third weekend in July 2026.

Villapalooza is just warmin’ up its vocals.

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SPOTLIGHT: Infernos Wood-Fired Oven & Spirits REVIEW BY A LOCAL COVERING THE AREA’S BEST STOPS

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walked from Gruene Hall to Infernos in exactly 2.13 minutes - yes, I timed it. Tucked between Sundance Mercantile and The Villa, Infernos sits quietly on the edge of Gruene’s tourist loop - the “upside of Gruene,” as it’s often called.

By the time I stepped in, the patio was full. Tables packed, drinks clinking and a local band working through a Tom Petty cover while kids danced in Crocs near the stage. Inside, a few TVs showed the evening’s game and the bar was filled with patrons who had obviously claimed their seats as soon as Infernos opened for business. The staff moved quickly, keeping pace without seeming flustered.

Candace, the General Manager, made rounds like a host who actually enjoys the job. She mentioned that the Scorpion Pepper is one of their signature ingredients - used in pizzas, apps, even cocktails. “It’s a flavor that’ll sting ya,” she said.

The Vibe: It’s a mix. Families splitting pizzas. Couples out for a casual night. Groups just off the river, still in swimsuits and sunburns. Despite the energy, it never felt chaotic. Orders were taken quickly and food started hitting tables within 10–15 minutes, which, considering the crowd, felt impressive. The team handled the flow well and everyone - staff and customers alike - seemed genuinely glad to be there.

The Food: I ordered the Chicken Bacon Ranch Pizza.

It came out quick and hot - crispy edges, smoky flavor, generous toppings. Comfort food with a savory kick.

I paired it with the house sangria: light, clean and not overly sweet.

From the tables around me, a few things stood out: Boss Hog Pizza – five kinds of meat stacked to the edge. Across from me, a teenager dipped each slice in ranch like it needed something more. Honestly?

Respect.

Jalapeño Mac & Cheese – bold, spicy and apparently sweat-inducing. One guy wiped his head with a napkin a few times.

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Wedge Salad – surprisingly popular. Cold, crisp, piled with blue cheese and bacon. It showed up at more tables than expected.

Pulled Pork Sandwich - Saw it twice, both times wished I had gotten one for dessert.

The Pricing: Infernos keeps things approachable.

Medium 12” pizzas start at $10.99. Most signature pies, including the Scorpion Pepper Pizza, land between $14 - $18. Sandwiches are under $10. Appetizers fall in the $6 - $9 range and drinks are competitively priced - with $2.99 Mimosas and Bloody Marys available on weekends. For Gruene, it’s refreshingly affordable.

The Consistency: Open seven days a week, Infernos runs on predictability. It’s not flashy or overhyped it’s dependable. Live music plays every Friday and Saturday through August, leaning into homegrown talent. If you’re familiar with the local scene, you’ll likely recognize a few names on the lineup.

Final Take: Infernos is loud in the best way, warm and in motion. The food is solid, the drinks are cold and the atmosphere hits that sweet spot between lively and laid-back.

Would I go back? Definitely. It’s the kind of spot that handles a Friday night rush without falling apart. And if the call of the Scorpion Pepper doesn’t get me next time, the live music and a beer at the bar will.

Visit Infernos at 1198 Gruene Rd | Gruene, TX infernospizzeria.com

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THE SCENE AUG 5 & 12

TWO TON TUESDAYS

AUGUST & SEPTEMBER MUSIC EVENTS AROUND TOWN AUG 31

CLOCK OUT ROCK OUT AT THE VILLA

Don’t miss the final Two Ton Tuesdays at Gruene Hall! Rockabilly legends, Two Tons of Steel, bring the energy, the dancing and the all-ages fun. $15 admission. 8PM gruenetexas.com

You’ve earned a day off, so come enjoy it!

Celebrate Labor Day and the hardworking spirit of the community with nonstop live music, local food trucks and ice-cold drink specials all day long. 12PM-12AM drinklokal.com

AUG 1 FIRST FRIDAY ART HAUS & SEPT 5

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The Greater New Braunfels Arts Council presents Art Haus, a vibrant monthly celebration of local art, music and community. Join the fun every First Friday at the NBU Courtyard downtown, just off the Plaza. 6-9PM downtownnewbraunfels.com

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TMO INCUBATOR REBATE PROGRAM

The City of New Braunfels and the Texas Music Office present an info session at The Phoenix on the Texas Music Incubator Rebate (TMIR) Program - a state-funded initiative offering eligible music venues and festival promoters rebates of up to $100,000 on mixed beverage and alcohol taxes. This $20.2 million program reinvests tax dollars to support and strengthen Texas’ live music scene. 1PM gov.texas.gov/music/tmir.com

SONGBIRD MUSIC BUSINESS CONFERENCE AT THE VENUE

This is a must-attend gathering for songwriters, artists and bands ready to level up their craft and career. From booking gigs and boosting social media to mastering advanced industry skills, attendees will gain valuable insights and connections to help navigate and succeed in the music business. $75/ticket songbirdsheriswartz.com

COUNTY SEPT 24-28 COMAL FAIR AND RODEO Experience the Comal County Fair & Rodeo in New Braunfels!

Enjoy five days of PRCA rodeo action, live music, carnival rides, fair food, parades and Texas-sized fun. comalcountyfair.org

AUG 16-17 GRUENE MARKET DAYS & SEPT 20-21

The event showcases nearly 100 artisans offering handmade goods and packaged Texas foods, with free admission, parking and live music. Visitors can also explore Gruene Historic District’s specialty shops, wine tasting, dining, river rides and more. 8AM gruenetexas.com

HOSTING A MUSIC-FILLED EVENT? EMAIL INFO@UNSUNGTX.COM 12

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“TOSS US YOUR PRINT PROJECT. WE’LL CATCH IT. CHECK IT. FINISH IT.”

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UNSUNG VERSE 5 RED CARPET RELEASE PARTY THE PAPARAZZI PERSPECTIVE

On Friday, May 31, Unsung Magazine did what it does best: threw a party loud enough to rattle the stone walls of The Villa and classy enough to have a velvet rope.

The Verse 5 Release Party was a full-blown, red-carpeted hootenanny for the local legends, daydreamers and dive bar superstars we like to call “the local music scene.” Guests were handed VIP passes, greeted at the door and sent straight down a red carpet sidewalk like small-town royalty.

Posted up along the Unsung backdrop were the San Marcos Photo Friends - channeling their inner paparazzi to capture every pose, peace sign, and smoldering stare...yes, we’re looking at you, Trevor Underwood.) To be honest, it was part rock show, part family reunion, part prom night and nobody knew where to look.

Inside, local powerhouse Geo Jo Marsh served up a live set smoother than top-shelf bourbon, while the rest of the crowd did what Unsung readers do best sipped Lonestars and made promises to collaborate “soon, like really soon.”

versions of Austin, Clay and Justin’s faces - Verse 5’s featured artists. Because nothing says “rockstar” quite like a sugar sculpture of three Well-Fed Texans.

Finally, the main event: Austin Gilliam and the Well Fed Texans took the stage and unleashed a set packed with southern swagger, lyrical rock ’n’ roll and the flavor of a 600-pound brisket straight off the pit.

This kind of chaos? Oh, it’ll be tradition. Keep an eye out - Verse 6 recap is coming in hot.

Shout out to the wildly talented San Marcos Photo Friends. (Without them, we’d have no proof this even happened): Asaf Drizlinkh Madelyn Krueger Bemenet Meggie Emerick Dave Zambrano Sad_Disco_Girl Kelsey Zientek Shelby Schulz Lauren Ybarra Follow them on Instagram: @smphotofriends.

Midway through the night, guests paused for a sentimental slideshow of past Verses - a touching tribute to all the stories Unsung has told (and a solid reminder that behind every great musician is a small army of creatives making the magic happen.)

Over at Inferno’s, the San Marcos Photo Friends snuck off for a break - scarfing pizza under twinkle lights and showing each other their “best accidental masterpieces” before running back for the next photo op like the photo ninjas they are.

Then, in true Unsung fashion, things got weird. A surprise rolled out - complete edible 2025 14 cake UNSUNG® | VERSE 006with | AUGUST

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NEW BRAUNFELS: A CERTIFIED MUSIC FRIENDLY COMMUNITY In October 2020, New Braunfels was named a certified “Music Friendly Community” by the Texas Music Office.

LET’S ACT LIKE IT. INVEST IN IT. PROVE IT.

WHAT IS IT?

DESIGNATION Vs SOLUTION

The Music Friendly Texas Certified Community Program - the first and only statewide program of its kind in the nation since its launch by the Texas Music Office in 2016 - connects more than 80 (and counting) Texas communities with a network meant to foster music industry development and signal to industry professionals that these communities take music seriously.

But a designation alone doesn’t solve the real issues. Being labeled a Music Friendly Community should mean more than a badge on a website - it should guarantee real backing for musicians and meaningful support for the venues that keep them working.

Musicians need fair pay, reliable performance opportunities and a real safety net of resources - including access to healthcare, affordable housing and emergency support when times are lean. Venues need relief from high taxes, licensing fees and operational burdens that stack up in the name of keeping live music alive seven nights a week. The impact is here; the system just hasn’t kept pace with the reality that musicians and venues are the backbone of a true music city.

Yet, despite this certification, little structural help has followed - until now. On June 16, 2025, the City of New Braunfels took a real step forward by approving a contract with Designing Local, a firm specializing in arts and culture planning, to develop its first Arts and Culture Master Plan as part of the 2024–2029 strategic plan. Backed by an $85,000 budget and a nine-month timeline, this plan will be guided by an ad hoc steering committee to ensure local voices are heard.

The council also opened the door to creating a formal cultural arts district - which could unlock new funding opportunities - and promised robust public outreach throughout the process.

Meanwhile, the Greater New Braunfels Arts Council has launched a campaign to raise $10,000 by September 30, 2025, to fuel public advocacy, support local artists and strengthen community-wide engagement. While we don’t yet know exactly what this will mean for live music, we do know what we hope for.

This is our moment. Now more than ever, we must push to ensure this plan delivers real, lasting support for the musicians and venues that keep the sounds of New Braunfels fueling our economy, our culture and our future.

HOW DO WE KNOW?

WHAT ARE OTHER CITIES DOING?

FOLLOW THE MONEY

MUSIC INDUSTRY ASSISTANCE

While there’s no publicly available breakdown for New Braunfels alone, it’s no stretch to say that with Gruene Hall, Whitewater Amphitheater, the Brauntex Theatre, Wurstfest and countless local venues and festivals, we are a significant contributor to this total.

Live Music Funds: Some cities have launched Live Music Funds that provide grants directly to professional musicians, independent promoters and live music venues to help sustain a vibrant scene year-round.

Music is not just culture - it’s commerce.

According to the Texas Music Office, the Texas music industry as a whole generates $31.7 billion in economic activity and supports over 86,000 jobs annually.

IN 2023, AUSTIN ALONE, RAKED IN $2.3 BILLION IN MUSIC-RELATED REVENUE

$2.3 BILLION Our local live music scene survives because of venue owners who shoulder high taxes and steep performing rights fees in the name of music and professional career musicians who play for far less than they’re worth.

One-off City-endorsed festivals are few and far between - the true lifeline is the local venues and the musicians who fill those stages seven nights a week. In New Braunfels, tourists help fuel the music economy, but it’s the local venues and the musicians who bring them to life every single day - filling bars, stages and dance floors - creating steady jobs, local spending and year-round revenue that keep this town thriving.

If we want a real music city, we call for support of the venues and the creation of opportunities and assistance for musicians.

Creating City Department Divisions: Many cities have dedicated music and entertainment offices or commissions that run programs and services to support the local music industry - including funding, tax deduction opportunities, artist development and partnerships.

City Performance Opportunities: Cities are paying musicians and artists to perform at official city events, festivals and public programs, putting real money back into the hands of local talent.

Involvement in Annual Conferences: Cities participate in gatherings like the 7th Annual Texas Sounds & Cities Conference - a two-day event where Music Friendly Texas communities share ideas, build statewide collaboration and highlight best practices to boost music tourism and strengthen local music economies.

Musicians Foundations: Some cities and city-backed organizations provide direct financial assistance to musicians through grant programs that help cover essential living expenses and unexpected bills.

City-Backed Healthcare Resources: City governments, particularly in cities with a thriving music scene, provide funding to organizations that offer healthcare services to musicians.

Designated Month: Cities have declared an official Music Business Month - a citywide initiative that supports local musicians, industry professionals and creatives through workshops, networking events and mentorship opportunities.

insurance

RESOURCES

for musicians Health Insurance: Programs like HAAM, SIMS Foundation, MusiCares, BMI, ASCAP and AFTRA offer affordable or subsidized health, mental health and addiction recovery services for working musicians.

Instrument & Equipment Insurance: Protect your gear with personal articles policies, or specialized companies like MusicPro, Cossio, or Roeder & Moon. These cover theft, damage and liability on the road or in the studio.

For more info, visit music@gov.texas.gov.

what can we do?

Build Our Own

Alliance

We don’t have to reinvent the wheel. We just have to care enough to act.

Let us call for the creation of The New Braunfels Music Alliance - a collaborative, locally-driven effort that can offer musicians and venues the same kind of critical support other communities offer theirs.

CALL TO ACTION: THE NEW BRAUNFELS MUSIC ALLIANCE INITIATIVE step

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Form a Steering Committee

Musicians, venue owners, recording studios, city officials, nonprofit leaders, health care providers and small business owners - all coming together to identify needs and pool resources.

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Launch a Needs Assessment

We need to understand exactly what New Braunfels musicians and venues are lacking. Let’s ask. Then let’s listen.

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Build City Backing

We demand (politely, but clearly) that the City of New Braunfels go beyond symbolic support and allocate budget and logistical backing.

This includes:

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Partner with local providers, clinics and mental health counselors to offer low-cost or free services to working musicians.

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Engage the Community

we can activate local businesses, VENUES and brands to support the cause through benefit shows, fundraisers and awareness campaigns. Music is already happening - let’s use it for good.

Designated city staff or liaisons for music economy development Grants or subsidies for working musicians and venues Rental or property tax relief for local venues Inclusion of musicians in tourism/ branding efforts

THE BOTTOM LINE

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Create a Health & Wellness Program

We’re not like everywhere else and we don’t need to be. We’re New Braunfels - a city built on German folk, outlaw country, Americana, Red Dirt and every sound in between.

We owe it to our artists and venues, past, present and future, to create a system that allows them to thrive. Let’s not wait another five years to recognize the value of what we’ve been handed. If we want to truly be a Music Friendly Community, we have to act like one.

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Celebrate - and Hire - Our Own Talent

Let’s establish a clear, city-backed commitment to hire, pay and promote New Braunfels-based artists at cornerstone events like:

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Saengerfest

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Wurstfest

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Dia de los Muertos

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Wassailfest

...and every other public event funded, hosted, or endorsed by the City of New Braunfels.

This isn’t about shutting out touring acts - it’s about prioritizing the people who live here, work here and keep our music scene vibrant year-round.

JESSEE LEE J

essee Lee was born with music in her marrow.

She took her first breath in Nashville, but her soul was stitched in Texas thread - the only one in eight generations not born on Texas soil. She was raised inside a storm of song, where lyrics floated through the hallways and rhythm tucked her in at night.

“There was never silence,” she says. “The year I was born, my dad had his first song on the radio.”

Her father, David Lee, scorched his name into the canon of country music. A Grammy-nominated craftsman, a Texas Songwriters Hall of Fame poet, he penned hits for Tim McGraw, Cody Johnson, Randy Rogers, Wade Bowen and a chorus filled with numerous others. For Jessee, music wasn’t discovered - it was always there - pumping through her blood, layered in her lungs.

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A Nashville native, the only member of eight generations not delivered on Texas soil, Jessee’s life has always been set to music - literally. She doesn’t remember a time before song. “The year I was born was the year my dad had his first song on the radio.”

Their home in Nashville didn’t house a large family Jessee’s an only child, or as she puts it, “The lonely only.” But their space was anything but quiet. “Even though it was just three of us, it always felt like a lively house,” she says. “Music was constant. Jazz, blues, soul, country. It was everywhere.”

As a toddler, Jessee would bounce rhythmically in her crib, sometimes hitting her head on the bars, so in sync with the sound her parents were concerned something was wrong. “They really thought I was a little off,” she laughs. “But I just couldn’t not move to music. It was a physical thing for me.”

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“My dad had this detached studio and he’d play records of Louis Armstrong and Billie Holiday.

We’d sing and dance. I’d stand on his feet and he’d spin me around,” Jessee says, smiling at the memory. Music wasn’t just entertainment - it was an inherited language. Her grandfather played in a soul band, her grandmother adored bebop and her mom turned Saturday morning deep cleans into dance parties, blasting Prince and Rod Stewart through the speakers with a bottle of Windex in hand. t home on weekend evenings, Jessee remembers the glow of the campfire casting amber shadows on familiar faces as guitars passed from hand to hand. Those picker’s circles were where Jessee earned her first job: photographer. “We still have boxes of those pictures,” she says. “I’m grateful my parents saved all of ‘em.”

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he got her first guitar at six - a red toy one - and sang “You Are My Sunshine” at her first talent show. By third grade, she was dressing up as a flapper and belting out “Pennies from Heaven.”

By 10, she was writing lyrics - often darker than you’d expect from a child. She credits this creative burst to… Twilight. “Don’t make fun of me,” she laughs. “I got unhealthily obsessed with the series.” That obsession bled into her writing. “I was writing these moody, love and heartbreak songs. My dad would question, ‘Where are you getting this muse from?!’ It was Twilight.” The first song she learned on piano? Twilights “Bella’s Lullaby.” She taught herself. “I think I’ve always been better at writing than talking,” she says. If I was upset, I’d write a song and sing it to my parents, that way I could still feel like I got my point across.” “Even now, if I need to say something hard, I’ll text it first. Writing has always been my way of processing.”

“I DON’T CARE IF IT NEVER

MAKES ME RICH - I JUST WANT TO BE HAPPY.” Jessee’s childhood was full of moments that, at the time, didn’t feel special - but now feel unreal. “I was playing in the kids’ section of Cracker Barrel one day,” she says. “This older man asked if he could play checkers with me. We played a full game. He was sweet. My dad just watched, with this stunned look on his face. After the man left, Dad shook my shoulders and said, ‘You just played checkers with George Jones!’” She shrugs. “I didn’t know who George Jones was.”

Jessee can’t hold back a laugh as she recalls one of her more absurd childhood encounters with country royalty. “I was at this music industry gala,” she says, “and the head of Universal Music spent the evening teaching me how to balance a spoon on my nose.” “After the show, my dad asked if there was anyone I wanted to meet. I said, ‘Not really.’ But Toby Keith was standing in the corner and Dad said, ‘Let’s go meet Toby.’” They walked over and her dad made the introduction. “Toby rubbed my head and said, ‘Nice to meet you, Squirt,’” she says, her face twisting in mock outrage. “I was furious. I had just gotten my hair done for the first time!” Jessee glares playfully, reliving it. “I turned to my dad and yelled, ‘The Goat Man messed up my hair!’” She bounces in her seat laughing. “That’s what I called him - The Goat Man. Because he sings like this - ” she presses a hand to her throat and lets out a gravelly imitation. “Just all these random things. Growing up around it all, you don’t realize how cool it is until you’re older.”

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er father’s career granted Jessee a rare kind of access. She didn’t just hear music from the front row; she lived in the wings, in the quiet corners where chords became currency and ambition never slept. It was a backstage pass to an industry wrapped in rhinestones and reverence - but the view wasn’t always pretty. By the time she was seventeen, Jessee had already grown tired of the very world most people spent lifetimes chasing. Not the music. Never the music. It was the orbit around it that wore her thin. “I strangely had a weird burnout before I ever even got into music,” she said. “My whole life had been about it - going to the studio, watching my dad work. I’d lay on the couch while he played guitar. I sat there day in and day out with all these musicians. It was always about ‘I want this, I need this, me, me, me.’”

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She wasn’t blind to the beauty or the brilliance - but she saw the toll. The grind. The egos that filled the rooms. The quiet desperation dressed as drive.

“It seemed like a selfish lifestyle,” she admits. And while others romanticized the road, the fame, the spotlight, Jessee saw it for what it could be: a machine that could praise you in the evening and forget your name by morning.

gave her an out. Moved back to Spring Branch, Texas in 2015, to start over.

She began in the margins - small bars and crowded dancehalls. Some nights paid $25 for three hours of her soul. Others, like Gruene Hall, Luckenbach and John T. Floore’s Country Store, paid in dreams fulfilled. “Some people don’t want to hear original songs. Some bars try to short you because their

So she stepped back from the circus. She craved something quieter, something rooted.

She wanted a life where music could still mean something without hollowing her out to get there. Even though creativity was inheritance in her family, her bloodline dotted with musicians, photographers, leatherworkers and painters, she turned away.

that once felt like comfort began to fade. She let it go, piece by piece, until what remained was something honest. Unvarnished. Her own.

“I realized that the passion I had for music was something I couldn’t find anywhere else,” she says.

“One day, someone came up to me and said, ‘That song you played tonight - that’s exactly how I feel.

I haven’t been able to put that into words.’ That changed everything. I realized maybe music doesn’t have to be selfish. It can help people.”

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he moved back to Nashville in 2019, hoping a change of scenery might reignite the momentum she’d built in Texas - crack open a jackin-the-box of opportunity in the Music City. But shortyl thereafter, the world shut down. With the pandemic came stillness and Jessee found herself behind the bar at The Local, trying to make ends meet while the city swelled with songwriters all chasing the same dream. That’s when she met fellow artist Cameron Wrinkle. The two fell in love and before long, Jessee packed up once again - this time with clarity.

“I just felt like I wasn’t getting to do music in the same way that I was in Texas,” she said. “So I ended up moving back in 2021.”

H

er family eventually returned to Texas in 2015 after David Lee left the Nashville grind behind. They landed in Spring Branch, where Jessee finished her senior year of high school. “He was done with the industry,” she says. “We just wanted something simpler.”

After highschool Jessee enrolled in college. Set her sights on becoming a Navy military nurse. She thought a career in uniform might mold her into someone focused and selfless. “I thought military nursing would make me more disciplined - maybe less clumsy and forgetful - create a senese of purpose,” she said with a halflaugh. “It would be stable and I would have benefits.”

But music often holds a vicetight grip on those it calls. In lecture halls, her fingers itched to write verses. In study groups, melodies crept into her mind. And then, one day, she cracked - staring into a campus bathroom mirror.

“What are you doing?” she asked her reflection.

“You’re an artist.” She called her mother crying. “I just want to write and sing,” she said. “I don’t care if it never makes me rich - I just want to be happy.”

Six months later, she dropped out of college.

Worked tables. Marked off the days ’til the lease

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Back home, she reunited with her band - and this time, stepped into her music with more heart, more intention and a deeper sense of who she was.

drink sales weren’t high enough,” Jessee admits.

Still, she showed up. Night after night. There were days she questioned it - when the strings felt more like chains than release, when the music felt less like purpose and more like punching a clock.

However, over time, it was in those rooms that she began to shed a skin that never fit - the false expectations, the quiet pressure to play it safe, the shiny mask of stability. The whisper of monotony

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Her 2022 debut EP, Dive Bar Superstar, was built off what resonated live. “I didn’t overthink it. It was what people loved to hear live.” In 2024, thanks to angel investor and champion, Kris Harbach, the EP went to radio. “She believed in me,” Jessee says with gratitude.

T

hree years ago, Jessee Lee joined Operation Song - a program rooted in healing, humanity and the transformative power of music. It pairs professional songwriters with veterans in recovery at Warrior’s Heart, a rehabilitation center in Bandera, Texas. For Jessee, it wasn’t just a new songwriting gig - it was a calling.

“My dad wrote ‘Letters from Home’ for John Michael Montgomery,” she recalls. “That opened a lot of doors for him to start working with veterans.

By the time we moved to Texas, he was already involved with a Nashvillebased program called Operation Song.” When Warrior’s Heart reached out, wanting to bring the program to Texas, Jessee’s dad helped assemble a team of writers - Jessee included. “There were about eight or ten of us,” she says. “And that’s how I got started.”

The model is intimate, sacred even. One songwriter. One veteran. One story. “We sit down with them. They tell us their story, whatever they’re ready to share. Then we turn it into song,” Jessee explains. Her voice softens as she continues: “You see these big, strong military men - crying - because it’s their story, finally being told in a way they couldn’t put into words. It’s powerful. Music reaches places words can’t.” Jessee travels to Warrior’s Heart about every six weeks. In between visits, she and other writers often conduct Zoom sessions for veterans who are struggling but can’t attend in person. “It’s a way to still reach them, to let them know they’re not alone,” she says. This September, Jessee will travel to New York for an Operation Song showcase. Nashville will follow in December.

“It’s one of the most important things I’ve ever been a part of,” she says without hesitation.

A

s a kid, she dreamed of being a jazz, soul, or blues singer. But it was the storytelling of country music that ultimately pulled her in.

“I realized I loved the writing in country - the stories, the honesty.

So I started blending it,” she explains. Over time, her voice settled naturally into country’s cadence, but her soul influences never left. They’re

in her phrasing, her tone, her instincts. There isn’t a formula to Jessee’s sound. It’s a thick Southern twang, smoothed by a velvet drawl - a voice that loops and curls like cursive handwriting. Every syllable drips with intention, trailing behind her like smoke. It’s not engineered for polish or perfection; it’s raw, winding and wild. Critics grasp for comparisons: Norah Jones, Billie Holiday, Amy Winehouse, Loretta Lynn. But Jessee’s a blend - A composite of contradictions. Her sound has layers. Textures.

Some songs bleed with bruised honesty. Others bounce with joy. “It’s all emotional, no matter what I write,” she says. “But never one-dimensional.

I like that.” She’s found her home under Americana’s wide umbrella. “It allows for fluidity. It gives me room to breathe.” Somewhere in the middle of our conversation, a term was born: VACS - Vintage Americana Country Soul. It fits her sound like Dorothy’s ruby slipper. Unexpected. Awakening.

Meant to be.

J

essee doesn’t sugarcoat the last few years. The grind was relentless - 140+ shows a year, sometimes five a week. She was booking herself, managing her brand, writing, performing and trying to hold it all together with a drink in her hand. “I was drinking 12 or 13 shots a night,” she says flatly. “Just to feel like I could talk to people. Just to get on stage.” Eventually, it caught up with her. “I didn’t want to end up in rehab. I had to find new ways to cope.” So she stopped. Cold turkey. In January.

Sobriety cracked everything open. The noise softened. The clarity hit hard. “Now I have to be brave as myself,” she says. “I’ve started doing things that aren’t music. I kayak. I read. I breathe.”

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CATCH A GIG This past year has been about learning to be still about unplugging, getting outside, relearning who she is without the constant buzz of performance and expectation. “It’s been good,” she says. “I’ve started to enjoy music again.”

Now, before shows, she meditates. She prays with her band. She sips a Diet Coke - her “fridge cig,” as she jokingly calls it. And she makes a point to meet people in the crowd before she sings. “Once you say hello, they’re not strangers. It makes performing less scary.”

She’s rediscovered her voice in more ways than one. “If I lost my voice or my hands, who would I be?” she asks quietly. “I’m learning to be Jessee the person.”

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er sophomore album, Wickedest Witch of West Texas, drops this summer. It’s darker, more soulful and tinged with sarcasm. “It’s got edge,” she says. “A Western vibe. A little rock, a little humor.” Ironically, the album is full of drinking songs - recorded just before she quit drinking. “Maybe my next album with be one of Christian Sobriety.”

The first single, “Heartless,” arrives this month. She hit the road July 1st with dates across Colorado,

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Montana and the western U.S. “We’re doing it all before the album drops - testing the songs live, getting people excited.”

One highlight? A show at Abayance Bay Amphitheater in Rexford, Montana. “It’s this beautiful amphitheater on a lake with mountains in the background. We almost opened for Lukas Nelson there but....scheduling conflicts. For them to even offer my own show is a dream.”

“IF I LOST MY VOICE OR MY HANDS, WHO WOULD I BE?” Jessee wants more. Not fame for its own sake - but sustainability. A life that allows her to create freely.

“Every year I’m trying to grow a little outside Texas.

Tour longer. Build a fan base across other states.”

But she’s also wary of burnout. “Three shows a week is perfect,” she says. “More than that and I feel like I’m just clocking in. I never want it to feel like a job.”

Social media? That’s another struggle. “I suck at it,” she says, shaking her head. “I’ll be somewhere incredible and forget to take a single photo. Most people would be filming this interview. I’m just not wired that way.”

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A

sk Jessee to name a song that feels like it was written about her and she answers without hesitation. “‘Night Life’ by Willie Nelson,” she says. “It ain’t no good life, but it’s my life.”

And if music disappeared tomorrow? “I’d go to a cabin in Montana. Six months. Write a book. Do yoga. Kayak. Be in the mountains.” She smiles. “I’d still be writing. I’ll always be writing.”

With a wink, a wound and a war cry, Jessee’s tongue-in-cheek lyrics hit like a punchline, all sass and side-eye, while that darkly humorous underbelly reminds you she’s seen some shit and she wrote a chorus about it. One moment, she’s leading a rowdy, sassy singalong and the next, she’s unraveling a fragile truth that makes the whole room hold its breath. She’s Vintage Americana with a rock and roll spine, honky-tonk hips and the bruised heart of the blues No smoke, no mirrors, just cracked leather, jazz vinyl, Tennessee roots twisted with Texas grit and a voice that flickers like candlelight.

Visit jesseelee.com and follow @jesseeleeofficial to stay connected.

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KING FISH

RIA

E’JO

UL D

PA JOHN

MARGO PRICE

OLD CROW MEDICINE SHOW

THE BROS FRESH

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RED C

LAY S

t’s all a little bit random. Jared Burress: unexpected, non-sequential, random. A Polaroid - one shot, one chance, perfectly imperfect, never repeatable. Random.

That’s how this story begins. One random day, Jared thought, “Man, I’m gonna buy a Polaroid and do something different with it.” That randomness turned into a mission: find big-name artists, celebrities and local musicians creating a buzz - and make sure they get a Polaroid taken by him.

His name for it all? Polaroid.ATX - born from a situationship with a clever lady friend who asked, “What about Polaroid.ATX?” And that was it. Witty, quick and exactly what he does.

TRAYS

E MILK

ESNAK

RATTL

CASEY ROCKET

AKIRA GALAXY

He’s a Memphis boy by birth, Southern Alabama by accent (thanks to a decade sweating it out in a steel mill). That chapter taught him how to work hard, cuss creatively and think long and deep about life.

Eventually, he burned out, did some soul-searching and asked himself the big question: What do I actually want to do with my life? So he went back to school during COVID, grabbed a degree, moved to Austin on a whim - and now he’s a full-time outside sales workhorse who moonlights as the patron saint of disposable nostalgia.

Why Polaroids? Jared puts it simply: “Because you can physically hold it. You can smell it. There’s only one.” No do-overs. “If it’s screwed up, that’s part of the magic.” He tells everyone he snaps to stick that little chemical rectangle on the fridge, then check it again in two weeks, two months, two years - see how much they’ve changed and reflect on that moment in time.

Jared’s an interesting dude, both in vibe and personality - tall, lanky, noticeable - the kind who strolled in, paused mid-stride and ask with complete sincerity, “Do these pants look like Early on, Jared wandered into the Austin Motel, clown pants?” (They didn’t. In fact, ten seconds Polaroid bag slung over his shoulder, when a later, someone complimented them right in front of stranger spotted it and asked, “Is that a Polaroid?” me.) He’s a bit of a noise-maker - the type who lives Sure was. Her husband, as luck would have it, was on the edge and prefers his adventures shaken. the VP of Polaroid Americas. Jackpot? Not exactly.

He’s a hustler - you can see it, you can feel it. His They promised him prototype cameras and a confidence is loud, but there’s an undercurrent of humility.

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CAS NELSON

LILY MEOLA & LU

WAKA

FLAC

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AME &

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MCLUVIN

lifetime supply of film - then ghosted him completely.

“Made me want it more.”

So what’s the reaction when he points that camera at someone? Jared’s stache raises: “Oh man, that’s the best feeling ever. It’s the reason I do it - to put a smile on people’s faces. It’s a once-in-a-lifetime moment - it didn’t exist ten minutes ago and won’t be the same ten minutes from now.”

Ask him about the most meaningful shot and it’s not some rockstar at a sold-out fest. It’s a quiet moment in an uptown bar with a brother and sister he’d never met before. “I asked them if they wanted a photo.

The guy looked at me and said, ‘Really? You’d take a photo of us for free?’ I said, ‘Yeah.’ Then he just burst into tears and hugged me - I didn’t know what was going on, so I hugged him back. Turns out he’d just gotten out of prison after a long time and hadn’t seen his sister in years. This was their first night back together.”

Then there’s the Red Clay Strays - an Alabama band he was onto long before they blew up. He caught them at Luck Reunion. “I heard that sound, that distinct voice. I knew they had it. Taking that Polaroid felt like a milestone. Like, I’m here. I belong.”

CREATIVE

JARED BURRESS

OF @POLAROID.ATX

Polaroid.ATX didn’t explode overnight. Jared built it shot by shot - freebies for locals, tourists, bands, strangers. Hundreds? Try thousands.

His immediate plan? Partner with music fests. “If you buy a VIP wristband, you get access to meet-andgreets and extras regular concertgoers don’t get - that’s where I come in. The fest pays me to create a vibe for a few hours. For fans, it’s pretty damn cool: Polaroids with your favorite artist or your friends - no charge, it’s included. I get to connect, get paid and leave people with a tangible moment.”

And the Big Hairy Audacious Goal? “Eventually, I’d love to manage my own band or travel with one on tour. To do what I do all over the world, based on the most straightforward concept.”

Jared’s advice? “Don’t be afraid to mess up. It’s part of the experience. You’ll screw up a hundred shots for every keeper. If you love what you do, people will love it too. Don’t worry about being perfect.

Just do it.”

He takes a breath and leaves with this: “To everyone who’s ever let me take their photo - you gave me your time, your face, your energy. I don’t take that lightly. I try to honor that every time I press the shutter.”

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“We start with coffee. Gotta have it.” That’s how most mornings begin at Yellow DOG Studios, now based in San Marcos after years tucked into a ranch house in Wimberley, according to managing partner and producer Casey Johns. “Try to get in about nine, nine-thirty, but 10 a.m. is the magic time. Earlier than that, musicians are a different breed, man.” There is, literally, no clock at Yellow DOG. That’s intentional. “There’s no set time to make art,” Casey says. “You might book 10 hours on an invoice, but that can be 10 a.m. to 8 p.m. or noon to 10 p.m. We adjust.”

He reads the room like a veteran coach. If the ideas are flowing, he doesn’t stop. But if the band is pushing a rope uphill? “Sometimes the best thing you can do is stop, rest your ears and come back fresh. You’ll get it in the first take the next morning.”

Most of Casey’s music life has been on bass. That instinct for holding things down from behind the scenes carries into his production style. “I usually hire a bass player so I can direct the whole session.

The fun is in picking the right players,” he says. “The DNA of the musicians ends up in the song. That’s where the magic is.”

One of his favorite collaborators is Ethan “Young Blood” Lugbauer, a former intern who now engineers in Yellow Dog’s B Room. “He’s got his own gear, his own style - we all work so well together.”

Ask him about his favorite part of the process and quickly pours from his mouth. “It’s a toss-up between the first downbeat and the last vocal note,” “It really is like a relationship - every time. Even with people you’ve worked with before.” The magic begins on day one. “I love the excitement of the first day because you’re feeling out the artist. Hopefully, you’ve done some pre-production and started to build trust, creatively. Then it’s go-time. The trick is to stay calm, crack a few jokes, vibe it out, get tones.

The energy’s high.” Especially when it’s a young artist who hasn’t tracked much with a band - there’s a spark that happens when they hear their song come to life, right there in real time. “That moment?

That’s one of the most exciting things about making records.”

“Some albums flow like water - everything just clicks.

Others? You claw and scratch and fight for every second. But when it’s finally done, when you exhale at the end of the project and listen back and know you got it right? That’s magic too.”

The hardest part of making records? “The human mind. That’s the biggest challenge. You’ve got touring pros who freeze up in the booth. Young artists full of self-doubt. Some crack a beer at 10 a.m. and wanna cut vocals at 5 - you’re fighting biology at that point.” His job, he says, is to create a space where they can feel safe enough to deliver something real.

“You gotta read the room. People bring in real-life stuff. Maybe their mom’s sick. Maybe they’re broke.

Maybe they just got dumped. The room carries that weight. You’ve gotta guide them through it.”

Fun fact: Casey has a degree in wildlife biology. “I should hang the diploma on my wall as a reminder,” he says. “I turned down a full-ride master’s scholarship to chase music.” In 2010, he started a band. That band disbanded. Another followed.

He gigged with friends, cut some records with Garrett Bryan. Then came the burnout. “I was living in Lubbock and totally fried. So I moved to Wimberley. My buddies had a house and needed a roommate - but it wasn’t ready yet. So I ended up couch-surfing at Yellow DOG, where we’d already recorded two albums.”

One night over dinner, studio founder Dave Percefull gave him an opening. “Dave said, ‘I just got a new interface in. I really need an intern.’ That was it. I never dreamed of being an engineer - but I jumped in.”

Eight months later, Casey found himself at Abbey Road Studios with Dave. “He’s one of the only independent engineers to work there outside of Sir George Martin.” It was a total masterclass. From that point on, the dots connected, I was hooked.”

Casey still plays bass live - recently with Gunner Latham and occasionally with The Roughstock.

“Country gigs are great, don’t get me wrong. But rock and roll is my jam - it’s electrifying.”

When creative burnout creeps in, Casey doesn’t force it. He moves. “I run. I get outside. I sweat.” “I’ve burned myself out before - I know the signs now. So stepping away to walk, run, shoot archery - whatever it is - helps. Sometimes I’ll take the day off and just play guitar.”

If Casey’s life had a soundtrack, it’d play out like this: “Bread and Water”by Ryan Bingham. “It’s dusty. Talks about the Devil’s Backbone, where I was born and the San De Cristos. There’s a line in there that feels like an origin story.” “Love Gonna Bring You Around”

by Robin Trower, “Remi [Mae] and I fell in love to that record. We’d send songs back and forth like little love letters - old-school mixtape energy, but with MP3s.

That track sealed the deal.”

So what is the Yellow DOG sound? “We aim for highquality, warm, analog. Every session runs through tape using a CLASP system - we record through the machine and save digitally. A two-inch reel gives you 15 to 30 minutes of tape and they run over $680 a spool, so yeah - we’re intentional.” Still, each project takes on its own life. “One week I’m mixing doom metal for High Desert Queen charting in Sweden, the next I’m engineering a bluegrass record for Strawberry Flats. Totally different sounds - but they all pass through the same room, same gear, same analog soul.”

The biggest lesson the studio ever taught Casey? Patience. “There was one situation that really stuck with me,” he says. “I was pissed - mad at the band, the producer, the client, everything. Just frustrated.” That’s when Dave gave him an analogy that stuck. “He said, ‘It’s like taking the face off a watch and looking at all the gears inside. Some are big. Some are small. But they all serve a purpose and you need every single one of them to make the machine work.’” That changed everything. “Now I try to see things with a wider lens. Like yeah, that guy might be acting like an asshole - but maybe he’s just a small gear stuck in the wrong place. Doesn’t mean you go break his nose over it. Life has a way of sorting those things out.”

The lesson runs deeper than music. “Working in the studio taught me how to stay calm in the chaos.

To help people find their best selves, even when they’re struggling. Whether it’s a young artist full of nerves or a road dog trying to reset, I try to be the grounding force.” Because at the end of the day, he says, “We’re not saving lives - we’re making art.

And that’s a beautiful thing. Creating something from nothing. That’s why we do this. It’s why we keep doing it. And that kind of perspective? That’ll carry over into everything else in your life if you let it.”

A memorable in-studio moment? “We were recording with Roger Clyne and the Peacemakers - giant ‘Yee-Haw’ gang vocal, two tour buses, gear everywhere. Right as we’re tracking, an Amazon guy walks up. Roger opens the door mid-yell and goes, ‘You wanna be on a record?’ Dude shrugs, steps in, yells ‘Yee-Haw.’ “Probably went home and told his kids he made a record that day.”

If he could record any artist at Yellow DOG? “That’s tough. John Bonham, maybe. I’d love to hear him record drums in our live room. Willie. Kristofferson.

Elvis. Sam Cooke. Any of those. Can you imagine Sam Cooke’s voice coming through those mics?

The purity. The power. Or the Beach Boys, layering harmonies in that room. Unreal.”

“Sensei Dave always reminds me: we’re music producers, not music critics. So I always keep that in mind. Just because I don’t vibe with a track doesn’t mean a stadium of people won’t. The job is to make something from nothing. Keep the fire going. And have fun doing it.”

And as for supporting the arts? “I love what y’all are doing with Unsung. Featuring artists. Writing about them. That takes time and love. It’s not competition out here - it’s collaboration. We need more of that.

More art. More heart.”

To learn more about Casey’s work or to connect with him, visit www.caseyjohns.com or www. yellowdogstudios.com.

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MADISON DUNN & REID KOHLS When Madison and Reid first met, it didn’t take long before they realized they had more than just a love of country music in common. With roots firmly planted in the Texas music scene and a shared passion for lifting up local artists, the two quickly became partners in something big - a project, a platform and a purpose now known as Twin Rivers Music Scene.

“I have always loved country music,” Madison says. “My family enjoys sitting around the campfire or during holidays, playing guitars and singing together.” Her journey into the music industry began behind the scenes, as an intern with the concert production team at the San Antonio Rodeo. “I thoroughly enjoyed working with artists, tour managers and production staff,” she recalls. “That experience taught me a lot.” Later, she became her sister, Taylor Dunn’s manager - booking gigs, running social media, designing merch and promoting shows. “I cherished every moment of that experience with her.” Madison also worked as the marketing manager at the Brauntex Performing Arts Theatre downtown. “Shortly after that, I met Reid and assisted her with a few shows at the Gruene Light Bar. I also helped set up and manage the red carpet for the T3R Music and Radio Awards, which were hosted at Texas Live! in Arlington, TX.” Reid’s journey started in high school but came to life while attending Texas A&M. “I first got into the Texas Country music scene as more than just a fan when I interned with the Texas Music Pickers, where I did artist interviews/features and wrote blogs for their website.” Her move to New Braunfels in 2020 was pivotal. “I instantly fell in love with the unmatched music scene here,” she says.

“I first got involved while managing marketing and music booking for the Gruene Light Bar (2022–2024), handling everything from artist promotion and sponsorships to booking, content and show photography. I met so many incredible musicians who quickly became friends - I will forever be grateful for those experiences.” Reid also served as editor of the Texas Country Music Magazine with the Texas Country Music Association (TCMA) for a year. “It was an incredible

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experience doing artist and industryrelated interviews, content creation, photography, advertising, sponsorships and event coverage for musicians all over Texas - both upcoming and established.”

With their combined experience and eagerness, Madison and Reid recognized a gap: the lack of a dedicated social platform to promote local talent in New Braunfels. “Twin Rivers Music Scene is unique because we offer all our services at little to no cost, making it affordable and accessible for artists,” they explained. “We genuinely want people to connect with the artists and understand what music means to them, which is why we started our podcast.” They know firsthand how tough the industry can be. “The music industry can be challenging to break into and if we can help even one artist gain one more listener or fan, we consider that a success.”

Instagram was their starting point showcasing local artists through photos and show promotion. But they wanted fans to hear directly from the artists. “So we expanded our initiative by launching a podcast.”

Now, the brand reaches beyond New Braunfels to include the wider Hill Country region and they spotlight not only musicians but also venues, studios, festivals and more. “Our goal is to provide more artists with the opportunity to share their stories and music and at the end of the day, New Braunfels artists will always be our main priority.”

Their biggest challenge? The podcast.

“One of the biggest challenges we faced was figuring out the sound,” they admit.

“We came into it with no experience. For the first six episodes, the audio quality was inconsistent, but we finally got it sorted out - thank goodness! We’ve had a lot of fun learning about sound production and figuring it out by trial and error. Now we can laugh about those early episodes.”

They credit friends in the scene for helping along the way. “We are very grateful for our friends that have sat down and helped us with any sound/recording questions we’ve had!”

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Their biggest moment so far? “Being invited to be on Bri Bagwell’s podcast, Only Vans, was really exciting for us. She is highly respected in the Texas Country Music scene and in the New Braunfels community. It was especially meaningful to have her acknowledge our efforts for Twin Rivers... Being part of that lineup and having her use her platform to recognize us felt really good.”

“We collaborate with musicians and artists in a variety of ways that continue to expand as our reach and influence grow.”

“It is incredibly meaningful and validating for us when artists or venues reach out directly. That shows us that our contributions are being recognized.

We aim for our efforts to be mutually beneficial... Knowing that artists view Twin Rivers as a valuable resource is truly special.”

They recently launched Twin Rivers hats, with a portion of every sale going toward tipping local artists. “This is our way of supporting the vibrant music scene that makes New Braunfels and Gruene so amazing.”

“The community amongst the artists here in New Braunfels is truly unlike any other,” they emphasize. “There isn’t a sense of competition - it’s support. Everyone wants everyone to succeed.”

“What’s so great about the Twin Rivers Music Scene is that there is no shortage of artists and music-industry professionals...

We have no doubt we can continue to bring on new and exciting guests onto the podcast each month for years to come!” They hope to grow the brand into a full-time endeavor. “This past year, our goal has been to work as hard as we can to expand our influence and we are truly grateful to see our efforts paying off.”

A new collaboration with Beagles Nest Studios is especially exciting. “We’re going to feature the up-and-coming and fresh talent they have recording there through artist interviews, features and studio session coverage,” they said. “The most rewarding part for us is when artists reach out wanting to be featured, invite us to their shows, or simply express that they think what we’re doing is cool.”

And their advice for new musicians? “Go to the open mics!” they both say. “New Braunfels has so many and it’s a great way to meet other artists, practice new songs and be on stage.”

“Taking photos and interviewing artists at Cattle Country Fest in Gonzales, TX, will be a memorable experience for us,” they say.

“It was our first major event together and being able to photograph and interview some of our favorite artists (Wyatt Flores and Isaac Gibson of 49 Winchester) was both fun and surreal.”

“It was also funny and cool to pass each other in the photo pit and be like, ‘Oh hey, friend!’ while we were running around taking pictures.”

Reid adds, “For me personally, I’ve really enjoyed working with and interviewing Trevor Underwood on the podcast. He has an infectious and positive energy, paired with a very soulful voice. He always goes out of his way to shout out Twin Rivers when he sees us and that support means a lot.”

Madison says, “Two interviews that really stood out to me were with Caleb Wilbourn and TimberWilde. Caleb’s story about how music helped him during tough times was really inspiring. He’s a remarkable singersongwriter. TimberWilde’s interview was also a lot of fun - Bo Brumble and Garrett Mann are amazing musicians and wonderful people.”

So....what’s next? “We are just so excited to watch our brand grow!” they say. “As best friends that love doing this together, it’s fun to sit back and say to each other, ‘Look what we are building.’” “We giggle when we see our merch being worn around town because we’re like, ‘Wait, that’s us!’”

Expect more podcast episodes, exciting collaborations, new merch - and maybe even a celebration for their one-year anniversary. As the duo continues to pour heart and hustle into the scene they love, one thing is certain: like the confluence of the Comal and Guadalupe, Twin Rivers’ current is steady, strong and bound to carry local music further than ever before.

Listen to the podcast or follow along thepodcastcollaborative.com and @ twinrivers_musicscene.

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HEADSHOTS BRANDING COMMERICAL SPORTS CONCERT 32

UNSUNG® | VERSE 006 | AUGUST 2025

1190 GRUENE RD | NBTX | SCOTTFOLEYPHOTOGRAPHY.COM

FIND YOUR

Happy Place

Jennifer Ginsberg, Founder | CEO UNSUNG® | VERSE 006 | AUGUST 2025 33 (443) 528-0203 | jennifer@worldsedgetravel.com

JAYDEN MILLS

THE GRUENE GUIDE

I

n a world full of influencers and lifestyle pages, The Gruene Guide stands out for one simple reason: it’s personal. Not in a flashy, curated kind of way - but in the real, rooted, boots-on-the-ground sense of someone who genuinely loves where they live and wants you to love it too. That someone is Jayden Mills, a former Oklahoman turned full-fledged Texas Hill Country advocate. We caught up with Jayden to learn how a lifelong love of music, a knack for hosting and a few social media posts turned into one of the most heartwarming local accounts in Gruene.

Raised in Oklahoma with a household full of music, Jayden’s first brush with the live scene came through the church pews and his dad’s morning guitar playing. While he jokes about never mastering an instrument, his roots in choir and constant exposure to music laid a foundation for what would eventually become The Gruene Guide. “I didn’t know what a treat I was in for when I made the decision to head South on 35 and found myself in the Texas Hill Country,” he says.

That detour turned into a permanent move six years ago, landing Jayden in San Marcos for work. But it was Gruene that stole his heart. “I fell in love.

The honky tonks, the history, the music, the small-town quirks - it just felt like home as soon as I got out of the car.”

By day, Jayden works in property management for student housing something he’s been doing since his own college days in Weatherford, Oklahoma. Though not traditionally a “creative,” his years in marketing and leasing slowly sharpened his instincts for visual storytelling and content strategy. Still, he admits: “I never considered myself the creative type. When I started thinking about ‘getting in the game’ on Instagram, I had an idea with little plan for execution.”

That idea? A simple, straightforward guide to his favorite place on earth - Gruene. Like many great things, The Gruene Guide started with hospitality. “One of my favorite things to do is host people. Family, friends from out of state - whoever it is, I want to show them a great time.

And every single time, I bring them to Gruene.” He realized people were already asking for his recommendations - where to go, what to eat, who’s playing. So he leaned in. “I thought to myself, ‘Well, I’m here all the time.

Why not make it a thing?’”

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Jayden’s Go-To? Gruene Grove. Pressed to pick one can’t-miss local spot, Jayden hesitates - because, truly, they all hit. But one name floats to the top. “I’ve never had a bad day or a bad time at Gruene Grove.

Doesn’t matter the time of day or who I’m with - great drinks, great music, great team. And as someone who’s worked in management, I know the team makes or breaks a place. They never miss.”

Jayden’s idea of a perfect Gruene day starts with shopping along Hunter Road - general stores, hats and a wine slushie from Grapevine to keep things moving. Then it’s off to Gruene Hall, where first-timers get a beer and a koozie from him as a rite of passage. Lunch? Either patio dining at Gruene River Grill or the casual comfort of Mozie’s. Then a stroll over to The Villa to unwind, catch some live music and shoot a little pool. If the night continues, he recommends food truck fare on-site or an elevated dinner at Gruene Door. The key, he says, is sprinkling in enough downtime to appreciate the town’s tempo.

Though the page is still young, Jayden’s favorite part has been the human connection - business owners, artists, fellow locals and even friends back home who’ve now added Gruene to their travel plans.

“That’s exactly why I started this page,” he says. “To see that already happening - it’s exciting.”

While Jayden writes all the captions, handles outreach and curates the posts himself, he’s quick to credit the unofficial “team” behind the lens - his friends and family. “They’ve jumped in from the start. I’ll say, ‘Hey, wanna grab a drink and be my photographer?’ and they’re just like, ‘Hell yeah!’”

The response from Gruene businesses has been overwhelmingly positive. One standout series is “Two Step Tuesdays” - Jayden’s clever date-night feature that pairs two businesses just steps away from each other, typically dinner and drinks. “I’ve been really proud that every business I’ve highlighted has collaborated on the post. It puts my content on their page and helps both of us.”

The best way to support the project? Follow along: Instagram: @thegrueneguide Facebook: The Gruene Guide

Yes, it’s another lifestyle page - but it’s also not. “Every lifestyle page reflects the person behind it. I think that’s the beauty of it,” Jayden says.

“For me, I had to decide - do I want to be behind the camera, or put myself in it? I’m doing a little bit of both, but people like seeing a friendly face especially in Texas.”

For local businesses: tag him, message him, invite him in.

Unlike many Instagram-only guides, Jayden’s also thriving on Facebook, drawing in a wider audience that appreciates local charm and a little longer read. And more than anything, he emphasizes that the page is an honest reflection of who he is. “I think I’m a fun guy and Gruene is definitely a fun town - so I decided to pair the two and see how it goes.”

One honest post at a time, Jayden Mills is doing what Gruene does best - welcoming everyone in with a smile, a cold drink and a reminder that the best stories are the ones shared.

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“I want to be the go-to guide for Gruene. If someone asks, ‘What’s happening this weekend?’ or ‘Where should I eat?’ I want them to say - ‘Check The Gruene Guide.’”

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Celebrate the heart of New Braunfels’ music scene with this limited-edition t-shirt from Frog Hollar Outdoor, a locally owned family business. Designed in collaboration with Austin Buck and Haley Rutledge of CoPilot Creative Co., this shirt pays tribute to the iconic venues that make our town sing.

Even better? 5% of every sale goes directly to School of Rock New Braunfels, helping nurture the next generation of lokal musicians. Grab yours today and wear your love for lokal music loud and proud!

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UNSUNG® | VERSE 006 AUGUST 2025 1273| N ACADEMY AVE #1101, NBTX | FROGHOLLAROUTDOOR.COM

830.228.0075 WINDOWGENIE.COM

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THE VILLA

www.drinklokal.com @drinklokalnb @drinklokalatthevilla

WICHITA RED’S

8/1

@WichitaRedsinGruene

8/2

8/2 8/3 8/9 8/10 8/16 8/17 8/23 8/24 8/30 8/31 9/6 9/7 9/13 9/14 9/20 9/21 9/27 9/28

8/3

Robert Ryan Irwin 1pm Chris Max Duo 1pm Andrew Kreitz 1pm Elysha Lemaster 1pm Luke Leverett 1pm Jessee Lee 1pm Andrew Kreitz 1pm Anthony Wright 1pm TBA 1pm Austin Gilliam & The Well Fed Texans 1pm Luke Leverett 1pm Andrew Kreitz 1pm Robert Ryan Irwin 1pm Andrew Kreitz 1pm Brandon Ford & The Velvet Veil 1pm Andrew Kreitz 1pm Brandon Ford 1pm Buddy Vargas 1pm

TACOS Y TEQUILA @tacosytequilanb 8/1 8/2 8/3 8/7 8/8 8/9 8/10 8/14 8/15 8/16 8/17 8/20 8/21 8/22 8/23 8/24 8/28 9/5 9/7 9/11 9/12 9/13 9/19 9/20 9/25 9/26 9/27

Reece Wade 6:30pm JP McCabe and the Irish Goodbyes 7:30pm Trick Myers 4pm Elisa Maria 6pm Reece Wade 6:30pm Triple J Band 6:30pm JJ Villarreal 4pm Matt Gawlik 6pm Reece Wade 6:30pm Cooper Klaehn Band 7pm Alex Carter 5pm Chris Ray 6pm Jorge and Nicole Rosales 6pm Gus Clark Band 6:30pm Kristen Forman 6:30pm George Joseph Marsh 4pm A.B. Hill 6pm Reece Wade 6:30pm JP McCabe 4pm Caleb Wilbourn 6pm Reece Wade 6:30pm Living Heritage Band 6:30pm JP McCabe and the Irish Goodbyes 7pm Reece Wade 7pm George Joseph Marsh 6pm Reece Wade 6:30pm Donovan Amaya Band 7pm

8/6 8/7 8/8 8/9 8/10 8/13 8/14 8/15 8/16 8/17 8/20 8/21 8/22 8/23 8/24 8/27 8/28 8/29 8/30 8/31 9/3 9/4 9/5 9/6 9/7 9/10 9/11 9/12 9/13 9/14 9/17 9/18 9/19 9/20 9/21 9/24 9/25 9/26 9/27

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UNSUNG® | VERSE 006 | AUGUST 2025

9/28

Elle Townley 5pm Brackish 8:30pm Zoe Allan 5pm Culture Jam 8:30pm Matt Gawlick 3pm Stephanie Ross 6pm Fast Movin’ Trio 7pm Jeff Wood 7pm Don Reilly 5pm Hoodoo Daddies 8:30pm Luke Leverett 5pm Jackie Not Marilyn 8:30pm Zoe Allan 3pm Bill Caisse 6pm Open Mic Nite w/Trevor Underwood 7pm Buddy Vargas 7pm Blake Stickler 5pm Alli Mattice Band 8:30pm Geo Jo Marsh 5pm The Roughstock 8:30pm Owen Stroud 3pm Ty Dillon 6pm Open Mic Nite w/Bo Brumble 7pm Damon Curtis 7pm Matt Gawlick 5pm TX46 Band 8:30pm Zoe Allan 5pm Percolators 8:30pm Eric Langenhahn 3pm Tony Taylor 6pm Open Mic Nite w/Jake Gardner 7pm The Prairie Rattlers 7pm Bo Luna 5pm Stephanie Ross & Southern Drive 8:30pm Blake Stickler 5pm Tiffiny Dawn Band 8:30pm Clock Out Rock Out Labor Day Jam All Day Fast Movin’ Trio 7pm Caleb Wilbourn 7pm TBA 5pm Wrangler Country 8:30pm Damon Curtis 5pm Culture Jam 8:30pm Abe Mac 4pm Open Mic Nite w/Trevor Underwood 7pm Buddy Vargas 7pm Geo Jo Marsh 5pm Whiskey Rebellion 8:30pm Elle Townley 5pm Jackie Not Marilyn 8:30pm Stephanie Ross 4pm Open Mic Nite w/Bo Brumble 7pm Jeff Wood 7pm Don Reilly 5pm New Moon 8:30pm Bo Luna 5pm TX46 Band 8:30pm Caleb Wilbourn 4pm Open Mic Nite w/Jake Gardner 7pm Brian Taylor 7pm Matt Gawlick 5pm The Roughstock 8:30pm TBA 5pm Percolators 8:30pm Bill Caisse 4pm

GRUENE HALL (FREE) www.gruenehall.com @gruenehall @gruenehalltx 8/2 8/3 8/4 8/6 8/7 8/9 8/10 8/11 8/13 8/14 8/16 8/17 8/18 8/19 8/20 8/21 8/23 8/24 8/25 8/26 8/27 8/28 8/29 8/30 8/31 9/4

Flat Top Jones 11:30am Allan Hendrickson Band 3pm Eric Demmer 11:30am Mighty Orq 3pm Lowland Revelry 6:30pm Anthony Wright 6pm Michael Monroe Goodman 8:30pm Slim Bawb & The Fabulous Stumpgrinders 6pm Kade Isakson Band 8:30pm Dallas Moore 7pm Casper Rawls 11:30am The Merles 3pm Guy Forsyth 11:30am Bret Graham 3pm The Jacqui Walker Band 6:30pm Ruben V 6pm Jace Nunnelly 8:30pm The Georges 6pm Aaron Copeland 7pm Daniel Thomas Phipps 11am Red Iron Push 1pm Lindsay Beaver 11:30am Andi Holleman & The Highroad 3pm Foster & Quinn 6:30pm Tony Taylor & Friends 6pm Jordan Minor Band 8:30pm Ben Meyer Band 4pm Marc Sauceda 8:30pm Sarah Pierce 6pm Chris Ruest 8:30pm Briana Adams 7pm Austin Gilliam 11:30am South Austin Moonlighters 3pm Price & Texas Honey 11:30am Bradley Thomas 3pm Kevin Fox Band 6:30pm John Paul Ortiz 6pm The Davis Brothers 8:30pm Steven Marcus 6pm The Blokes 8:30pm The Georges 6pm The Texases 7pm Lee Mathis Band 7pm Matt Kirk 11am Flat Top Jones 1pm Oscar Ornelas 11:30am Lacey & Scotty 3pm Anthony Wright Band 7pm

FOLLOW FOR MORE...

INFERNOS

www.infernospizzeria.com @grueneinfernos @infernosgruene

GRUENE GROVE www.gruenegrove.com @gruene grove

GRISTMILL

gristmillrestaurant.com @gristmillriverrestaurant @GristmillinGruene

THE BIRDHOUSE

www.thebirdhousetx.com @theriverhousetx @thebirdhousetx

VINO EN VERDE

www.getdrinkingingruene.com @vinoenverde

THE GRAPEVINE

www.grapevineingruene.com @grapevineingruene

VISIT NEW BRAUNFELS LIVE MUSIC TODAY ON FACEBOOK FOR YOUR DAILY DOSE OF LIVE MUSIC!

We Rodeo ALL year LONG! Every event we host helps fuel our mission — supporting Texas students on their educational journeys. When you purchase event tickets or support the San Antonio Stock Show & Rodeo, you’re helping shape the future of Texas youth.

BOOTS ‘N SHOOT Friday, August 8, 2025 National Shooting Complex

TEE ‘R UP! GOLF TOURNAMENT Saturday, September 13, 2025 Golf Club of Texas

S.A.L.E. FOR KIDS Friday, September 19, 2025 | 7:00PM Buckhorn Saloon & Museum

Gear up for a full day of clay shooting and friendly competition, with individual contests and branded experiences throughout the grounds.

Hit the course with 36 teams of five for a lively day of golf, contests, and great company.

Enjoy a night out in the heart of downtown San Antonio, filled with casino games, live entertainment, a fabulous dinner, and both silent and live auctions.

After the shoot, stick around for a catered dinner, drinks, live music, dancing, and exciting silent and live auctions.

Enjoy prize opportunities, delicious food, and a relaxed atmosphere on one of San Antonio’s favorite greens.

Go Rodeo Roundup Saturday, October 18, 2025 | 6:30PM Freeman Expo Hall

Uvalde Rodeo Qualifier November 17–23, 2025 Uvalde Fairplex | Uvalde, Texas

One of the most anticipated nights of the year! Guests enjoy gourmet food, a full selection of drinks, live music, door prizes, and action-packed silent and live auctions.

Get a first look at the next wave of rodeo stars as they compete for a coveted spot at the San Antonio Stock Show & Rodeo!

It’s sure to be a night to remember!

Whether you’re booking a table or coming solo, it’s a high-energy evening you won’t want to miss.

Champion Wine Auction Dinner Thursday, January 8, 2026 | 6:00PM

Watch top PRCA and WPRA athletes battle through early rounds Monday– Thursday, then return for the high stakes final performances on Friday and Saturday.

If you love raw talent, tough competition, and the spirit of rodeo — this is where it all begins.

Raise a glass to the winning wines of the San Antonio Rodeo Wine Competition.

This elegant evening features a gourmet dinner, exclusive tastings, and a live auction celebrating the best of Texas wine culture.

Champion wines will also be available in February at the H-E-B Wine Garden (on the Rodeo Grounds) and select San Antonio stores.

for more information and to buy tickets–visit: sarodeo.com UNSUNG® | VERSE 006 | AUGUST 2025 40