#24 – Forging an Iconic Indie Promoter, Booking 600 Shows a Year, and Managing Incredible Clubs and Festivals like Mohawk and Levitation – Graham Williams, Founder and CEO of Resound Presents

Apr 29, 2025

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INSIGHT

Post-Pandemic Live Music Recovery

After the post-pandemic ticket buying bubble burst, live music attendance normalized but is on the upswing again.
People are eager to return to live shows, and the industry is adapting to new realities.

INSIGHT

Risks of Dynamic Pricing

Dynamic pricing at large venues has priced out many fans from mid-level shows.
Overpriced tickets at big venues risk damaging the overall live music ecosystem and fan access.

ANECDOTE

Early DIY Booking Days

Graham Williams started booking shows as a hobby at Emo's around 17-18 years old, without formal training.
He managed shows with paper calendars, phone calls, and fax machines, reflecting an old-school DIY approach to booking.

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(Chapters below intro)

In this episode, we sit down with Graham Williams, founder of Resound Presents — the legendary indie promoter behind over 600 shows a year across Austin, San Antonio, and Dallas. We dive into the macroeconomics of the live music industry, surviving today’s challenging business environment, and the pros and cons of having a massive venue like The Moody Center in town.

Graham shares what makes Resound’s brand stand out and reflects on how booking in Austin has evolved over the last 30 years. We explore his festival era, from Fun Fun Fun Fest through Sound on Sound, including magical moments, clashes with corporate culture, and the hard lessons learned organizing festivals through unpredictable weather and city bureaucracy.

We also talk about the risk involved in booking shows and the innovative solution Prism launched called Insights, which is now helping promoters save tens of thousands of dollars every month.

Finally, Graham answers a series of fastball questions covering the art of building an iconic indie brand, fostering a melting pot of genres, sustaining success for three decades, putting on shows at haunted western towns and laser tag arenas, staying connected to new bands, and a nod to the classic comedy Blazing Saddles.

(00:11) The story of Resound Presents, a legendary indie promoter that books over 600 shows a year in Austin, San Antonio, and other Central Texas markets

(10:51) Macroeconomics of the industry, surviving the current business environment, and dealing with competition — the pros and cons of having a massive venue like The Moody Center in town

(21:41) What makes Resound’s brand special, and how booking in Austin has evolved over the last 30 years

(36:56) Graham’s festival era, from Fun Fun Fun Fest through Sound on Sound — reflecting on magical moments, clashes with corporate culture, challenges managing the city parks department, inclement weather, and other hard lessons in organizing festivals

(59:38) Reflecting on the risk of booking shows, and the innovative solution Prism launched called Insights, which is helping promoters save tens of thousands of dollars monthly on offers

(01:12:53) Fastball questions: what goes into curating an iconic indie brand, the melting pot of genres covered by Resound, keys to success after 30 years of putting on concerts, building a scene by hosting shows at haunted western towns and laser tag arenas, keeping up with new bands, and a nod to Blazing Saddles

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