Roots and tradition

The Arhoolie Foundation preserves, shares, and celebrates roots music. Founded in 1995 by the owner of the seminal independent record label Arhoolie Records, the Foundation’s archives are home to the world’s largest known collection of historic Mexican and Mexican-American musical recordings along with rare blues, Cajun, zydeco, and jazz treasures.


A harmonic partnership

When Arhoolie Records was acquired by the Smithsonian, the Foundation was looking for a way to raise its profile and evolve into a new era. Outmark developed positioning and message strategy, and worked on design for print and apparel. We also managed social media campaigns, video, and content creation for this pivotal period of change.

“Outsource Marketing came in at a critical juncture for our nonprofit organization, after our sister company was acquired by Smithsonian Folkways. Their work on branding, messaging, and content marketing helped us set the Foundation apart, have a highly successful 25th anniversary event, and kickstart our online store. Plus, they’re just good people!”

Adam Machado, Executive Director