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People Inc., one of America's largest publishers, has acquired Hot Luck, an Austin-based food and music festival co-founded by famed pitmaster Aaron Franklin, People Inc.'s executive vice president of food and home content Eric Handelsman told Axios.
Why it matters: The deal is part of People Inc.'s broader push to bring live experiences to its portfolio of lifestyle brands that create deeper ties with consumers and new opportunities for advertisers.
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.
