“…The government is entirely behind that, supporting festivals such as SXSW and Austin City Limits and having a division that focuses specifically on nurturing the music industry. That means that being an Austin musician carries cachet, as does being an Austin resident in general, which means that the locals are actively participating in the positive positioning of their city simply by enjoying their quality of life.Efforts at city branding practice have followed a somewhat linear trajectory over time, ranging from creating logos and catchy slogans (Anholt 2005), cultural flagship projects (Vivant 2011; Ulldemolins 2014), architectural edifices (Holliday 2009; Ren 2008), event spectacles such as Olympic games (Zhang and Zhao 2009; Smith 2005), food festivals (Blichfeldt and Halkier 2014) to gearing toward more recent urban greening policies (Shing, Peters, and Marafa 2015; Andersson 2016), social diversity (Hassen and Giovanardi 2018), and smart city profiles (Parks and Rohracher 2019). Among these strategies that speak to the taste of city leaders, cultural projects exhibit a rising trend, where the use of culture as the cornerstone of branding strategies is frequently metamorphosed into monumental structures.…”