The Luck Journal

The Luck Journal is a publication dedicated to the music, food, and culture of Willie Nelson’s Luck, Texas.

Nearly six years ago, some old friends came together to create a new live music experience. At the time we weren’t quite sure what would come of it. All we knew was that we wanted to form a unique space that truly represented the rare breed of rogue musicians who had impacted each of us so deeply: from the no-holds-barred legends who had carried us through our respective life experiences – to the new crop of artists similarly blazing their own paths without compromise.

Then came Luck, TX. Some of us had long regarded Luck and its distinction as a creative gathering place as inspiration for their own industry endeavors. Some had grown up attending Gospel Sundays in the Chapel and trick-or-treating at the World Headquarters. After many late night brainstorms mulling over how to bring our vision to life, we realized we couldn’t do this outside of Luck.

The stars aligned: we were given the key to the location of our dreams. Now it was up to us to make it happen.

In our minds, the only way to celebrate the history of Luck was to revisit what was at the core of its spirit: beyond the fading movie set facades, Luck was a gathering place for creatives to come together to shoot the shit, and inspire one another through song. The ability to give true music lovers the opportunity to bask in Luck’s history for a day, in the presence of incredible artists, was perhaps just as rewarding as reviving the town’s illustrious history.

We just wanted to make cool shit happen. With artists we admired. In a spot that happened to hold a special place in each of our hearts. Over the years we’ve gone through many changes, battled literal storms, and – on more occasions than we’d like to admit – questioned whether or not our little engine was worth the effort. As it turns out, it was.

We’ve since ventured out of Luck with our Luck Sessions series: bringing artists together in intimate settings – from Nashville to Charleston to Dallas – and encouraging them follow the mood of the moment for completely unbridled collaboration while the cameras roll. This initiative marked our first step outside of the Reunion, and we are proud to unlock the full archive of Luck Sessions as part of our next passion project.

With the Luck Journal we aim to create and share truly unique content that epitomizes the Luck Reunion experience: carrying the ethos of Luck beyond the festival gates. Inspired by our headquarters of Luck, the Journal will highlight the amazing musicians, artisans, and chefs who are making a distinctive mark on American roots culture.

The Luck Journal is our love letter to the places and artists that inspire us, and your year-round ticket to the Reunion experience: a trove of never-before-seen footage, artist profiles, backstage content, and more – carefully curated by the crazy, grassroots collective behind it all.

The Luck Family is touched and grateful for the unprecedented support we’ve received over the years, and sincerely hope you will join us in our journey to uncover and share the stories and thoughts of the creators who have so deeply influenced us – as fellow music fans and, ultimately, a little group of friends carrying out our barstool vision.

We thank each of you from the bottom of our hearts, and are thrilled to invite you deeper into our world with the Luck Journal.

Much love,

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