Michelob Ultra Pure Gold and The Big Quiet Bring First Ever Mass Meditation to SXSW

SXSW is a week long conference, film, and music festival that takes place annually in Austin, TX. The music portion brings out over two thousand artists and takes place across multiple venues. Due to the mass offerings of events, it is often hard to find time for a break let alone some peace and quiet. Michelob Ultra Pure Gold and The Big Quiet set out to do just that as they brought the first ever sunset mass meditation to SXSW on March 10th at the Long Center for the Performing Arts.Jesse Israel of The Big Quiet led over 2000 guests through a meditation exercise equipped with participatory exercises and guiding sounds. The Pure Golden Hour Showcase focused on mindfulness and finding the balance in life as it helped festival goers find some moments of calm during an otherwise busy music festival. The meditation ended as attendees were instructed to open their eyes as Cautious Clay took to the stage backed by a small orchestra performing “Cold War.” Bishop Briggs then joined violinist and The Big Quiet musical director Jenavieve Vargas for a special rendition of “Be Your Love. After a brief pause in music, shrieks filled the space as R&B heavyweight Miguel was spotted walking to the stage. Miguel serenaded the crowd with a performance of “Now” before bringing Cautious Clay back to the stage for a special performance of “Adorn.” Each artist performed a new rendition of their hits as they were backed by a small orchestra. After performances were complete attendees were encouraged to stick around for bites, beer, and sounds by DJ Captain Planet. The Pure Golden Hour showcase provided a unique break from the chaos that is SXSW.