Azzaro Parfums Creates Golden Evenings At Billboard The Stage At SXSW With Its Latest Elixir Fragrance Launch

Billboard returned to Austin for THE STAGE at SXSW from March 13 to 15, 2025. Each night brought together fans of Country, Latin and EDM to the Moody Amphitheater. Heavy-hitters in each genre made every evening unforgettable. This year, headliners included Koe Wetzel, Grupo Frontera and John Summit. Artists were  gifted Azzaro Parfums’ new Forever Wanted Elixir to enjoy afterwards. 

It was the perfect way for attendees to close out SXSW in Austin, Texas. With over 12,000 fans in attendance across all three nights, it was another iconic music event for the books. 

Azzaro Parfums brought their latest fragrance, Forever Wanted Elixir, to THE STAGE. The Azzaro Parfums’ sampling station allowed attendees to explore the WANTED collection in an interactive, sensorial experience. The golden activation featured a casino-inspired game where attendees had the chance to pick a card and win full bottles of Forever Wanted Elixir or VIP upgrades for their tickets. 

The air was infused with the opulent notes of leather, raspberry, and cardamom, showcasing Forever Wanted Elixir’s irresistible aroma. The fragrance’s golden bottle gleamed at the center of the activation.

Influencers from all over gathered at the Moody Amphitheater for tunes and Azzaro Parfums sampling. They posed with the golden bottles, golden backdrop, and display of Azzaro’s new Global Fragrance Ambassador, Colombian superstar Sebastián Yatra. 

Love Island USA star Kenny Rodriguez documented his evening seeing Maho Aguilar and Grupo Frontera for his followers. The Dallas-based TV personality showed off his Texas pride in cowboy boots, belt buckle and cowboy hat while he tried Forever Wanted Elixir. Rodriguez even took time to take pictures with fans and give them a sample of the new fragrance. 

If you missed Billboard The Stage at SXSW, you can relive the fun through Billboard.com and Billboard’s social channels.