SITES & SOUNDS
Sites & Sounds
SOUTHWEST® & LUCK REUNION UNVEIL NEW DIGITAL CONTENT SERIES
SITES & SOUNDS SHOWCASES KEY DESTINATIONS
FROM THE PERSPECTIVE OF CELEBRATED MUSICIANS
Three-Part Series Will Spotlight Maui, Austin, and The Bay Area
Luck Productions and Southwest Airlines® are thrilled to announce Sites & Sounds, a new content series celebrating hometown influence on music culture. The three-part series will shine a light on destinations that have bred a culture of creativity, inviting the viewers to experience unique locations through the artist’s lens.
The program serves as an artist-penned love letter to the places that inspired who they are. Each episode will feature a “host” musician who welcomes a fellow artist to the location that has inspired them the most. Sites & Sounds Episode One premiered today on Southwest.fm, with articles taking a closer look at the locations and people highlighted in the episode on the Luck Journal. Episode One will debut across the Southwest fleet onboard WiFi-enabled flights via the Inflight Entertainment Portal in August. The following two episodes will roll out online over the coming months, and will be available on the Inflight Entertainment Portal later this summer. Fans can stay tuned via Luck and Southwest social media platforms for exclusive sneak peeks and premiere date announcements.
The series kicks off in one of Southwest’s newest destinations, Maui, where Lukas Nelson invites Nashville’s edgy sweetheart Nikki Lane to experience his hometown—showing her the surf spots, restaurants, and venue that shaped his career and life from an early age. Lukas’ friends, singer Lily Meola; her brother, surfer and fisherman Matt Meola; free diver and chef, Kimi Werner; and many more join the episode and give a real glimpse into the spirit of the island at the core of Lukas’ brand.
Since joining forces in 2017, Southwest and Luck Reunion have dedicated their partnership to storytelling, and to lifting up artists who are making great moves on their own terms. Sites & Sounds is an extension of that vision: providing travelers and music lovers with an in-depth glimpse into the places that make artists tick. “Our partnership with Southwest is built on our collective mission to contribute to the artist narrative, and to share emerging artists’ stories in a compelling and honest way,” said Ellee Fletcher Durniak, co-founder and CCO of Luck Productions. “Sites & Sounds is our chance to bring this vision to life outside of the Luck Reunion, and we are genuinely proud to be on board with Southwest for this project.”
“Sites & Sounds provides artists a chance to share the connection they feel to a destination and the role it has played in their life,” said Brandy King, Director of External Communications who oversees the airline’s Brand Partnerships and Entertainment Public Relations initiative. “Through our partnership with Luck Productions, we’re thrilled to be a part of sharing stories from these artists to highlight the places that have been a source of inspiration for their creative work. We hope these stories can inspire new adventures and travels for our Customers.”
Episode Two will follow the youngest Nelson brother, Micah (currently performing as Particle Kid), to his Austin, TX, stomping grounds where he welcomes friend and frequent collaborator Sunny War to join him at his favorite haunts, including JuiceLand; the popular Torchy’s Tacos; and Hopscotch, a pop-up interactive art installation that finds Micah and friends diving in to an immersive experience that is brilliantly reminiscent of the unique art-fueled mind space Nelson brings to life onstage as Particle Kid.
The third and final episode will bring travel and music lovers to the Bay Area to explore a local artist’s beloved spots that have contributed to their music path. Sites & Sounds will be available for music fans and our Customers to enjoy by visiting Southwest.fm/SitesandSounds. Like some of the places you see in the episodes? Visit LuckJournal.com for even more destination inspiration about the locations featured in the videos.