The Country Music Association (CMA) brought two distinct and deeply human moments to SXSW 2026 on Friday, March 13 – an honest, solutions-focused conversation around mental health in touring, followed by an intimate CMA Songwriters Series that highlighted the power of storytelling and connection at the core of Country Music.
Earlier in the day, CMA partnered with Amber Health to present a panel that went beyond a traditional moderated discussion, offering a real-time look at how artist care is evolving across the touring ecosystem. The conversation featured artist Wyatt Flores, his manager William Dyer, Dr. Chayim Newman, Clinical Psychologist and Co-Founder of Amber Health and Tiffany Kerns, CMA Senior Vice President, Industry Relations and Philanthropy. Together, the group shared a candid, behind-the-scenes perspective on the realities of life on the road, from the emotional toll of rapid career growth and touring demands to the challenges faced by artists, managers and crew members alike. Rather than focusing solely on the problem, the discussion highlighted a working model of support, demonstrating how CMA, Amber Health and artist teams are collaborating to embed mental health resources directly into the touring environment. The conversation also underscored a broader cultural shift within the industry – one that prioritizes proactive care, open dialogue and shared responsibility across the entire touring team, not just the artist.
“Being in Austin gave us the opportunity to connect with both the broader music community and the local Texas community in a meaningful way,” says Kerns. “Whether through an honest conversation around mental health or creating space for artists and industry partners to connect through music, we were proud to help bring people together in ways that feel real and lasting. What we experienced throughout the day was a reminder that when we lead with care and connection, we strengthen not only our artists, but our entire industry. For CMA, it’s about continuing to show up, build relationships and support the people who make this industry what it is.”
“What made this conversation meaningful was the opportunity to show what high-quality clinical support can look like in practice,” says Newman. “For years, the industry has talked about the challenges around mental health. What we’re seeing now is a shift toward solutions that are embedded into the day-to-day reality of touring. Bringing that conversation into a space like SXSW allows more people across the industry to see what’s possible. We’re grateful to CMA for helping bring the right people together to move that work forward.”
“As a manager, you’re responsible for more than just the career. You’re responsible for the people,” says Dyer. “What we’ve learned is that when you prioritize mental health and build a culture where everyone feels supported, it changes everything. The shows are better, the team is stronger and the artist is able to show up in a more real and sustainable way. Having support from partners like Amber Health and CMA made it possible for us to take that approach and build it into how we operate on the road.”
Later that evening, CMA brought its signature CMA Songwriters Series to Central Presbyterian Church for a stripped-down songwriter’s round that carried the spirit of the day into a live performance setting. Opening with a performance by Georgia Webster, the round featured Ingrid Andress, Flores, Tiera Kennedy and Chase McDaniel, who took turns sharing the stories behind their songs and performing them as originally written.
Throughout the evening, the artists moved seamlessly between music and conversation, sharing stories that ranged from deeply personal and reflective to lighthearted and humorous, offering a full spectrum of the human experiences that shape their songwriting. Thoughtful prompts from Zack Borer, Clinical Psychologist and Co-Founder of Amber Health, helped guide the on-stage conversation, with themes of vulnerability, balance and mental well-being surfacing naturally without disrupting the flow of the performance. The result was an intimate and engaging experience that felt both grounded and uplifting, reinforcing the power of storytelling as a connective force between artists and audiences. Following the performance, CMA hosted a reception that brought together members of the Nashville and Austin music communities, creating space for connection and continued conversation. Attendees included partners and organizations such as the Texas Music Office, Big Loud Texas, C3 Management, the Texas Heritage Songwriters’ Association, Waterloo Records, Gold Rush Vinyl and Women in Music Austin, among others. The gathering reflected CMA’s ongoing commitment to building bridges across creative communities and strengthening relationships that support the continued growth of Country Music beyond Nashville.