Iconic Austin Venue Armadillo World Makes a Comeback as a Lifestyle Brand [Photos]

The renowned concert venue Armadillo World Headquarters, which helped establish Austin's status as "the live music capital of the world," is relaunched. This comeback does not disappoint.

Armadillo World Now a Lifestyle Brand

Armadillo World is no longer just a live music hall like its predecessor. It's now a lifestyle brand.

The new brand is designed to honor the history and spirit of the original establishment with live performances, products, and a documentary movie.

The renowned Austin music venue Armadillo World Headquarters is relaunching its identity with the intention of honoring the music, culture, and ideals it has always represented.

Leveraging an extensive library of never-before-heard original recordings, the new brand Armadillo World will be brought to life across many multi-media platforms.

It will also feature live events, a documentary film, merchandise, and exclusive music releases.

From 1970 to 1981, the 'Dillo attracted music lovers from all backgrounds to take in the positive energy and live performances of more than 800 legendary musicians, including but not limited to Talking Heads, AC/DC, Van Halen, Frank Zappa, Bruce Springsteen, Jimmy Buffett, Willie Nelson, Linda Ronstadt, Ray Charles, Van Morrison, Jerry Garcia, and many more.

Following Asleepat the Wheel's last performance on New Year's Eve 1980, the theater closed its doors, leaving a legacy of inclusivity, innovation, and harmony.

But it's now back.

Austin FC, the 27th professional team in Major League Soccer, and Armadillo World Headquarters established a unique cultural partnership to start the next chapter.

The Armadillo World Headquarters logo served as inspiration for the jocktag on the Club's new uniform, which also includes a nod to the old venue address on the back of the neck.

Unveiling 200 Records of Iconic Armadillo Performances

The kit was debuted the night of February 15 at a special event at ACL Live, which included new country sensation William Beckmann and headliners and seven-time Grammy winners Asleep at the Wheel.

Austin FC President Andy Loughnane stated, "As a relatively new major league team that strives to be a flagbearer for the community, we believe it's important to pay homage to the people and places who helped build Austin's creative and vibrant spirit."

He added, "The spirit of camaraderie and community that came to life at Armadillo World Headquarters is still very much on display today in Austin and you see it come to life at Q2 Stadium on an Austin FC matchday."

For a feature documentary now in production, Armadillo World will unveil a treasure trove of over 200 video/audio records of iconic Armadillo performances.

There's also a new limited-edition retro product collection that includes vinyl records and upcoming live music events.

"We created a gangly, oversized venue full of musicians, misfits, artists, creatives, musicians, and cooks, all working together to create a desirable community that became why Austin has a magnetic appeal," Eddie Wilson, co-founder and owner of Armadillo World Headquarters, remarked.

"Today we are celebrating the spirit of the Armadillo with a new generation of music and pop culture fans. We'll never capture the feeling of being in the original venue, but we can share the powerful culture that made Austin the special place it is today," he added.

Please visit www.armadilloworld.com for further details.

Check out some of the photos taken on February 15, 2024.