brand usa

A series for the tourism branch of the U.S. government, enticing travelers to explore lesser-known cities. Local musicians served as focal points for each article, guiding us to their favorite hidden gems and experiences.

Grit Meets Art in Detroit, Michigan: America’s Heartland

“Motown is a phenomenon; its syrupy bass lines and impassioned vocals have come to define American music. But if you were to go back to the start of this golden age, you’d find anything but gold. You’d be looking at a stocky factory worker named Berry Gordy, staring down the barrel of $800 of debt he accrued to purchase an unremarkable studio on West Grand Boulevard.”

A Celebration Awaits in New Orleans, Louisiana

“If the United States is a melting pot, New Orleans is gumbo. New Orleans was originally ruled by the French and Spanish before the United States acquired the territory in the Louisiana Purchase of 1803. In the 19th century, the city was the largest port in the south, meaning there was a near-constant exchange of new goods, ideas, and spices.” 

West Hollywood, California: Rock History and Trendsetting Vibes

“In the late 60s, clashes between teens and the police were perpetual on the Sunset Strip, a nightclub haven of Los Angeles. Youth culture was in rebellion against curfews instated by law enforcement as a means to curb late night noise. Deemed the “Hippie Riots,” they set the tone for what West Hollywood would come to represent. Like moths to a flame, the rebellious energy of the riots attracted the most notable rock stars of the 70s.” 

Austin, Texas Wants You to Loosen Up

“Hundreds of rusty, broken-down bicycles tower overhead, welcoming you with the impossible architectural grace of a Baroque cathedral. It’s not a surreal dream, and the cathedral vibe is no accident. This is a living sculpture lovingly built from over 60-tons of discarded steel in the backyard of local artist Vince Hannemann’s home. He calls it “The Cathedral of Junk,” a title that hints at the secret of Austin’s thriving creative culture: anything goes here just as long as you don’t take yourself too seriously.”

Owensboro, Kentucky Might Just Be the Heartbeat of American Culture

“To the passerby, Owensboro, Kentucky is an unassuming hamlet tucked away in the Ohio river panhandle. But take some time to scratch beneath the surface, and you’ll discover one of the most bustling cultural epicenters that heartland United States has to offer.”