Sponsorship of high-profile music festivals such as Austin City Limits is part of a massive marketing effort aimed at millennials. AUSTIN, Texas -- It's a hot October afternoon at the annual Austin City Limits Music Festival, and revelers have found shade anywhere they can: the few trees dotting the park where the event is held; a camp chair from home with a built-in awning; and the Honda HR-V parked on a small stand next to the festival's artist-signing shack.