Sounds Better with Tito's

Tito’s has always been fueled by an independent spirit. From our earliest days, we’ve shared a space with working musicians and independent artists. As our brand grew, our support grew too; lending a hand to independent music stores, raising funds for arts organizations, and shining a light on the creative communities that make live music possible.

Now, we’re turning up the volume by launching an official music program. Sounds Better with Tito’s supports the independent music community, lifts up new artists, and celebrates our unique local music scenes by fostering the transformative moments that define who we are as fans.

How does new music make its way across the country and around the world? Emerging artists. But sharing that new sound is no easy feat. The Artist Program, in collaboration with the Sonic Guild, a 501(c)(3) nonprofit dedicated to supporting the creation and performance of extraordinary new music, will provide $10,000 tour grants.  These funds help artists cover essential touring expenses, so they can focus on performing, connecting with fans, and growing their careers. 

Music has been part of the Tito’s story from the very beginning. Founded in the “Live Music Capital of the World,” we’ve been showing up on the scene for over two decades–from national festivals, like Austin City Limits, to small stages in crowded dives, to the Libera Awards, where we raise a glass to the best in independent music. 

Most recently, Tito’s was named the Official Vodka of NIVA (National Independent Venue Association), underscoring our continued commitment to supporting the venues and voices that make live music matter. We also proudly support the American Association of Independent Music, which works to ensure independent labels and artists receive fair treatment across the industry and helps level the playing field between major and independent labels.