THE COUNTRY MUSIC ASSOCIATION BRINGS HONEST CONVERSATION AND INTIMATE STORYTELLING TO SXSW 2026
CMA Convenes Panel with Amber Health and Wyatt Flores’ Team, Showcasing a Real-World Model for Mental Health Support on the Road
CMA Songwriters Series Delivers Stripped-Down Writers Round Centered on Story, Connection and Song
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.
About the Country Music Association
Founded in 1958, the Country Music Association is the first trade organization formed to promote a type of music. CMA created the Country Music Hall of Fame in 1961 to recognize artists and industry professionals with Country Music’s highest honor. Music industry professionals and companies across the U.S. and around the globe are members of CMA. The organization serves as an educational and professional resource for the industry and advances the growth of Country Music around the world. This is accomplished through CMA’s core initiatives: the CMA Awards, which annually recognize outstanding achievement in the industry; CMA Fest, which benefits the CMA Foundation and music education and is taped for a three-hour network television special, “CMA Fest”; and “CMA Country Christmas.” All of CMA’s television properties air on ABC.
(L-R) William Dyer (Founder of Resonant Management), Wyatt Flores, Dr. Chayim Newman (Clinical Psychologist and Co-Founder of Amber Health) and Tiffany Kerns (CMA Senior Vice President, Industry Relations and Philanthropy) speak during a panel discussion on mental health in touring presented by the Country Music Association and Amber Health at SXSW at Downright Austin in Austin, TX on Friday, March 13.
Photo Credit: Jessica Alexander/CMA
(L-R) Dr. Chayim Newman (Clinical Psychologist and Co-Founder of Amber Health), Zack Borer (Clinical Psychologist and Co-Founder of Amber Health), Chase McDaniel, Tiera Kennedy, Wyatt Flores, Ingrid Andress and Tiffany Kerns (CMA Senior Vice President, Industry Relations and Philanthropy) during the CMA Songwriters Series at Central Presbyterian Church during SXSW in Austin, TX on Friday, March 13.
Photo Credit: Jessica Alexander/CMA
For more information about the Country Music Association, visit CMAworld.com.
