Opening Performance by DJ Chicken George; Co-Hosts AdColony and AT&T

Austin, TXUmbel, a smart data company that helps digital businesses identify, monetize and grow premium audiences, is hosting the Umbel + Vox Media Party on the first night of SXSW, Friday, March 7, at Austin City Limits Live at The Moody Theater, with co-host Vox Media and sponsors AdColony and AT&T.

The high-profile event features musical performances by indie rock superstars Local Natives and DJ Chicken George. The show is open to SXSW registrants and the public via RSVP, and gives attendees an opportunity to kick off SXSW at a venue that Pollstar recently named the #1 Best New Major Concert Venue.

The evening has been designed to reflect Austin's off-kilter charm. Experiences range from AdColony's troop of concierge astronauts to free drinks and live interaction with "El Umbel," Umbel's luchador mascot. The event will be catered by the W Hotel and Republic Tequila, and promises attendees a true taste of Austin and SXSW.

"As an official technology partner of SXSW and a company proud of our Austin headquarters, we are thrilled to be part of this year's event from every angle, ranging from our work managing the SXSW Guest Pass List, production of the party and participation in the trade show andStartup Crawl," said H.O. Maycotte, CEO and founder of Umbel. "As a smart data revolutionary, we couldn't be prouder to host our national customer base here and showcase SXSW and the city for what they represent, a culture of innovation."

Doors to the party will open at 8pm. Attendees are strongly encouraged to arrive early for the best chance at admission; SXSW registrants will receive priority access.

For more information on Umbel, please visit umbel.com, follow along on Twitter @Umbel, or say hi at their tradeshow booth, #738 by the Meet-Up Pavillion and Bar, at the Austin Convention Center this SXSW.