People Inc., one of America's largest publishers, has acquired Austin's Hot Luck, the food and music festival co-founded by famed pitmaster Aaron Franklin.

Why it matters: The deal, which Axios first reported, is part of People Inc.'s broader push to bring live experiences to its portfolio of lifestyle brands to create deeper ties with consumers and new opportunities for advertisers.

• It also gives People Inc. access to a younger live audience within its food vertical.

Details: Founded in 2017 by Franklin, James Moody and Mike Thelin, Hot Luck has grown to become one of the country's most popular barbecue events.

• The event drew more than 10,000 attendees in 2025 and features indie music and live-fire cooking.
• Eric Handelsman, People Inc. executive vice president of food and home content, tells Axios the festival shares "chef-driven DNA" with the company's existing food events — but brings a younger, more relaxed vibe that is less focused on high-end luxury.

How it works: As part of the deal, People Inc. will acquire the festival's guest lists and infrastructure, alongside the Hot Luck brand.

• Owning the brand will allow People Inc. to expand Hot Luck into content, including video, social media and newsletters.
• The festival's founders will remain involved to help run the event. The few employees associated with Hot Luck will move over to People Inc.

Between the lines: Food events are especially attractive because they appeal to a broad set of sponsors, including banks, credit card companies, airlines and dining brands.

• "Everyone wants to try something they can't try anywhere else," Handelsman says.

The bottom line: "The more ways we have to connect one-to-one with the consumers and the people who love our brands, that's the moat we can build in the world that we live in now," Handelsman says. "AI can't replace that."

What's next: Hot Luck returns to Austin Oct. 16-17.

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The Trump administration is mobilizing to ensure the screwworm doesn't further threaten cattle in Texas — and become a political pest.

Why it matters: President Trump and the GOP are already reeling from soaring beef prices and accelerating inflation.

State of play: The Department of Agriculture tells Axios it's deploying a $1.3 billion "New World Screwworm response."

• That includes setting up a $750 million Texas plant to produce and release 300 million sterile male screwworm flies every week.

Threat level: The first U.S. case of screwworm was detected in South Texas on June 3 — one day after Agriculture Secretary Brooke Rollins (former CEO of the Austin-based Texas Public Policy Foundation) denied a claim by a Texas state lawmaker that the parasitic fly was found within a mile of the U.S.-Mexico border.

• There have now been 12 confirmed cases in the U.S. — 11 in Texas and one in New Mexico. They've mostly been in cattle, but also in sheep, goats and a dog.

By the numbers: The outbreak comes with beef prices near record highs and the cattle herd at its lowest level in 75 years, depressed by a prolonged drought.

• The screwworm's arrival hasn't measurably affected beef prices. But its spread in Mexico has cut cattle imports and added to price pressures.

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🤝 The University of Texas has announced Gerald Johnson, who has served as the executive director for innovation and partnerships at the Moody College of Communication, as the interim general manager of KUT Public Media. (KUT)

💦 The Lower Colorado River Authority closed dam floodgates that it opened during heavy rains earlier this week. (LCRA on X)

⚾️ With a 2-0 loss to Georgia, the Longhorns were eliminated last night from the College World Series. (ESPN)

🏨 JW Marriott Austin unveiled a redesign at the downtown hotel. (CultureMap Austin)

🎙️ Quote du jour

"I knew when I spoke out against the university's lies about our festival that there might be consequences, but I had hoped that logic and sense would prevail. I don't have any regrets about standing up for the truth, though."

Yes, that's a car made to look like a dog, complete with lolling tongue.

Tell us in which Austin neighborhood you can find this one-of-a-kind vehicle. (Hint: It's a neighborhood near UT.)

📬 Just reply to this email.

With all the muggy weather lately, we're on the lookout for cool, refreshing drinks.

Our pick of the week: Try the Detox Delight ($8.95 for a 16 ounce) from Humi Juice & Co.

• It's got celery, pineapple, green apple, cucumber and spinach.
• And, crucially, it's served cold.

Six-word review: Chilly, good-feeling and kind of tropical.

🏆 Pro tip: Pair your drink with tacos from Cuantos, which operates in the same East 12th Street lot, and offers some of the best grub in town.