When it comes to supporting independent music, Tito’s Handmade Vodka is turning up the volume. The Austin-based vodka brand recently launched its “Sounds Better With Tito’s” music program, offering emerging artists a serious leg up: $10,000 tour grants, plus gear, branded merchandise, and more.
The initiative, created in partnership with Sonic Guild, is designed to help rising musicians tackle the practical challenges of touring—travel costs, lodging, and essential equipment—while giving them the resources to reach new fans. It’s a move that proves Tito’s is not just a vodka brand, but a partner in the independent music ecosystem.
The program’s inaugural class was revealed this month, featuring three acts who performed at the Austin City Limits Music Festival:
- Briscoe, an alt-country duo from Austin
- Aaron Page, a neo R&B artist from New Haven
- Moody Joody, a Nashville pop trio (pictured)
Each of these artists recorded live sessions at Austin public radio station KUTX during the festival. Aaron Page’s soulful track “Lord Knows” was named the station’s Song of the Day, followed by Briscoe’s “Saving Grace,” and Moody Joody’s "OOPS!".
“It’s amazing. From the people to the experience, being seen and appreciated for what I’m doing in this space means the world to me. It’s a testament to the work we’ve put in and definitely a step in the right direction for where I want to be in my career. To my Tito’s fam, thank you. Being part of this program is something I won’t forget,” said Aaron Page in a statement.
Truett Heintzelman of Briscoe added, “We’re big fans of people that strive to create timeless products at the utmost quality… that’s exactly what the good people at Tito’s have been doing for a long while.”
Tara Fortunato, Associate Program Director of Music at Tito’s Handmade Vodka, explained the brand’s motivation: “Tito’s is the vodka that Austin raised, built on the same independent spirit that drives so many artists. Through Sonic Guild’s tour grants, we’re excited to pay that spirit forward, helping independent artists take their music to fans far and wide.”
Since its early days, music has been a core part of Tito’s identity. The brand first sponsored music festivals in the early 2000s and has continued to expand its support, attending events such as the Libera Awards and the National Independent Venue Association (NIVA) conference, championing independent artists and venues nationwide.
In a crowded music landscape, the difference between local buzz and a touring career often comes down to resources. Programs like Sounds Better With Tito’s give artists more than funding—they provide validation, infrastructure, and a platform to be seen. And for music fans, it’s a chance to discover fresh talent before they break big.
Whether you’re a musician or a fan, Tito’s latest initiative is proof that when a brand truly understands its community, everyone benefits. And in this case, it sounds better with Tito’s.
