The Source x Cricket MUVE

Austin, Texas. The Source Magazine in its’ 25th anniversary pulled together one of the hottest showcases in SXSW. Alongside The Source Magazine, S.O.B’s as well as 20 Grand Vodka, Cricket Communication’s Muve Music, one of the largest digital music subscription services in the U.S., teamed up during SXSW last night to host Rhyme and Reason, an intimate front and center listening experience

Kicking off the show was Ghostface Killah and Adrienne Younge. As a long time fan of The Source it was only right that GFK welcomed a fellow NYC artist to the stage in Sheek Louch. The Wu-Block boys invade Austin… Great start right? Wait, it only gets better.


Following Ghostface’s set, Atlanta based buzzing collective Two-9 showed why the ATL is Hip-Hop’s hot spot at the moment. The collectives comprised of Curtis Williams, Key!, FatKidsBrotha, Retro Su$h! Wavy Wallace, MoneyMakinNique, Papa Jae, The Coolismac, DJ Osh Kosh, Originalfani, Gunner Stahl represents a unique array of sound. The crowded stage allowed for a youthful showing of what Hip-Hop still has to offer. Next up was Chris Webby, a rapper hailing from Connecticut with a strong party following. Webby wowed the crowd of media and VIP tastemakers with some bars you may not expect.


The night’s headlining duties were awarded to G.O.O.D. Music’s Travis $cott. The 20-year-old, producer/artist hailing from Houston is the latest branch in Kanye West’s protégé tree set to make plenty of noise in 2013. Taking the stage after 10 pm, $cott would welcome fellow G.O.O.D. Music representative Hit-Boy and his artist and common dweller on, Audio Push. The high energetic performance received praise across the twittersphere and other social networks as one of the best SXSW performances yet.

It’s no surprise that The Source x SOBS x Cricket’s Muve Music provided such a great experience, the trio continue to provide nothing but the best support in the culture. A great event, a great experience packed with great performances.

With Hip-Hop being one of the leading genres among Muve Music’s 1.4 million subscribers, The Source and Muve also collaborated on an exclusive Muve Music playlist. Available now, the playlist includes music from Rhyme and Reason artists, like Ghostface Killah, Chris Webby and Travis $cott, as well as artists expected to make a splash at SXSW like Waka Flocka, Kendrick Lamar, Macklemore and Ryan Lewis and Trinidad James.

Stay tuned for more photos, video and coverage!

About The Source

The Source Magazine continues to push Hip-Hop to new limits in its 25th anniversary. The Source continues to evolve and seek unique and innovative ways to engage and present our brand’s offerings. The Source is and continues to be the leading voice in Hip-Hop culture, music, and politics. With over 24 years as the leading voice and platform for Hip-Hop, The Source has remained the industry’s most recognizable and important Hip-Hop media brand around the world. The Source is responsible for creating the bridge needed by countless artists, brands, and corporations to successfully reach an audience that has multi-billion dollar buying power and influence like no other—the Hip-Hop community.

About Cricket

Cricket is the pioneer and leader in delivering innovative value-rich prepaid wireless services with no long-term contracts. Cricket offers nationwide wireless voice and mobile data services over high-quality, all-digital 4G LTE and 3G CDMA wireless networks. Cricket’s innovative products and services, including the award-winning Muve Music® – the first music service designed for a wireless phone, are available nationwide at Cricket branded retail stores, dealers, national retailers and at For more information about Cricket, please visit

About S.O.B.’s

S.O.B.’s, also known as Sounds of Brazil, is a live music venue in the lower Manhattan neighborhood of SoHo. It was opened by owner and director Larry Gold in June 1982. Gold opened the venue with the purpose of exposing the musical wealth and heritage of the Afro-Latino Diaspora to as many people as possible. True to its mission, it has become renowned as the premiere venue not only for World Music, but all genres, in New York City and the world over. In its early days, SOBs existed on a barren stretch at the corner of Varick and Houston Streets, but the area soon became the trendy neighborhood of SoHo and the venue’s reputation began to grow with performances from Latin legends like Tito Puente, Marc Anthony, Celia Cruz & Eddie Palmieri. The tradition of Brazilian artists has been nothing short of incredible. Legends like Seu Jorge, Ben Jorge & Astrud Gilberto have all graced the stage of the venue which gained its namesake from their native country. In terms of the the new latin sound, the list only gets more impressive with names like Isaac Delgado, Orquesta Aragon, Los Papines, Manolito Simonet, Septeto Nacional Ignacio Piñeiro & Los Van Van. Over the course of its 28 years in business, SOBs has also developed a reputation in the music industry as a breeding ground for emerging artists and trends. For newer performers, a show at SOBs can be the springboard for their careers, garnering them press from mainstream local, national and even international publications as well as attracting attention from music industry professionals. This has been the true with uncounted artists, including John Legend, Erykah Badu, Kanye West, Common, Drake & Ryan Leslie. The venue gives more established artists the opportunity to connect with their fans on a personal level, due to its unique, intimate setting . Today the SOBs draws both local and international crowds and continues to specialize in Latin music, Haitian, Brazilian, Caribbean, R&B, Hip-Hop and World music. It exists as a unique place to experience the lively sounds from all types of cultures within the global diaspora, a fact reflective in its slogan the “Home of Universal Music.