Behind The Lens: SXSW Brings In Backline & Spotify For Backstage Wellness

---

Backline and Spotify are bringing their Heart & Soul Wellness Lounge to SXSW 2026, providing a restorative destination exclusively for artists, managers, and select badge holders. The activation builds on Backline and Spotify’s larger partnership to strengthen wellbeing support for the music community, helping connect artists and their teams to practical care and resources that extend beyond a single moment or event.

Open daily at the Music Clubhouse's Artist Lounge, this activation offers a calming retreat from the intensity of the festival, featuring on‑site wellness and curated giveaways to support mental, emotional, and physical well-being. Hilary Gleason, Backline’s Co-founder and Executive Director, says:

There's nothing quite like the musical marathon of SXSW. Being able to provide a sanctuary lights us up, not only because it's the first activation of its type since 2020 but because healing as a community is powerful. Artists and managers will be able to take a collective exhale, be in the moment and get some much needed pampering before they're back at it, and bringing music and memorable moments to ATX.

Backline is bringing Vinyl Wellness and Stephanie Travis Coaching along, offering a rotating schedule of drop‑in services. Modalities include massage, meditation, leg‑compression sessions, and PEMF therapy. Wellness devices, including red light therapy, massage guns, and recovery cubes, will also be available for use throughout the week. Lauren Wurgaft, Director, Head of Global Social Impact at Spotify, says:

At Spotify, we believe supporting artists means supporting the whole person. Our partnership with Backline is focused on expanding practical, year-round pathways to care for the music community, and bringing the Heart & Soul Wellness Lounge to SXSW is a meaningful extension of that commitment. We’re proud to help create space for artists and their teams to pause, reset, and access resources that last beyond the festival.

To provide support to attendees beyond the festival, Backline created a library of materials within the space that allows guests to learn about Backline’s ongoing and take-home resources. The library includes information on Mind the Music, The Touring Notebook, and the always accessible B-LINE (a brand new, music industry-specific 24/7 mental health and crisis support line), will be available, offering tangible tools to navigate the unique stressors of the music industry. Backline is also providing wellness products, including VocalEze, Tiger Balm, sleeping eye masks, Throat Coat lozenges, and The Good Patch wellness patches.

Backline also collaborated with Spotify to curate gift bags for performing artists and their crews at the Spotify 20: Live at Stubb's event on Saturday, March 14. The bags included self-care and home goods from East Austin-based retailer Take Heart, along with Backline materials and resources.

This iteration of the Heart & Soul Wellness Lounge underscores a shared commitment to support the well‑being of the music community—offering a place to pause, reconnect, and restore amidst the demands of a high‑energy week.