Behind the Scenes: Founder of Austin’s Happen Twice Record Label

Adrian Escareno  

Local Music Journalist

Austin, Texas, is famous for its lively music scene with venues scattered around the city. Among its key players is Happen Twice, a record label and booking company founded by native Texan, Chandler Christopher. Happen Twice has swiftly become a top record label in Texas, extending its reach nationwide through American tours. 

Raised in San Antonio, Christopher is the creator of Happen Twice. He took a gap year after high school to backpack through the South Pacific and Uganda. There, he collaborated with Gorilla Highlands, promoting local tourism in East Africa. He ran his business full-time after graduating from St. Edwards with a global studies degree focusing on international business economics. In this interview, Christopher discusses Happen Twice’s inspirations, and how his love for travel and immersion in different cultures have shaped his journey and outlook on life. 

What inspired you to create Happen Twice?

“I started it during COVID, when there weren’t any shows happening. Growing up in Alma Heights, being in a band was almost laughable. But I’ve always wanted to do something entrepreneurial in the music and arts space, even without much foundation or knowledge. What really sparked my interest was discovering a blog called Downtown 500. They had a cool aesthetic and were doing interviews and posting art. I got inspired and realized I could do something similar. I took a journalism class at ACC, found I was good at interviewing and writing, and decided to start my own website. I interviewed about 15 people in two weeks to kick things off. That’s how it all began.”  

Do you feel like you connected more with the scene and just the community for Austin with your unofficial shows?: 

“Absolutely. Our very first show was during SXSW two years ago. We’re super grateful for SXSW because it opened the opportunity for us to perform.  Regardless of what people think about it, SXSW has been essential for us. It helped us connect with the community, touring acts, and bands we’ve admired for a long time. Booking them has been an amazing experience. This year was especially incredible.” 

How do you feel like social media has affected your label? 

“It’s interesting. From the beginning, I’ve cared deeply about the grid’s aesthetics and how the brand appears to others. Social media, especially Instagram, has been crucial for connecting with people. Personally, I’ve always favored Instagram over other platforms. It’s become the primary tool for reaching out to music venues and connecting with artists. Booking gigs often involves a mix of email and Instagram DMs.”

How does it feel to go from being just a single guy trying to build a name, interviewing people, to now being one of the biggest labels in the Central Texas scene? How do you feel looking back on it all? 

“It’s weird looking back to the early days. My friends thought I was crazy, but if you’d told me a couple of years ago that I’d be where I am now, I’d have freaked out! This is the first time I’ve worked so hard on something consistently. I never felt this way about school or even sports, despite being good. Every day, I wake up grateful that people are receptive and want to work with us. Especially now, when businesses come and go, it’s hard to maintain success.” 

Austin has a good mixture of shoegaze and heavy rock; do you find yourself working with one more than the other or is it a mixture as well? 

“I think music genres are blending more now. Watching bands perform, you see different elements coming together. With Happen Twice, I try not to be too niche and stay open-minded. That’s how new elements came about; I’ve always been open to new things. The same goes for booking; if I find someone doing something cool or working hard, I’m on board. Many times, I don’t even listen to the music. It’s more exciting for me that way. People are going to share their art, and who am I to judge?” 

Is there anyone on the label that was signed like that? Without listening to their music?  

“ When we started signing bands, I wasn’t actively seeking them out; I was letting things happen naturally. Our first signing was Slurp the World because they approached me about releasing with us. It’s something I’ve wanted to do for a while, but I didn’t know much about it—things like DistroKid, publishing, or distribution. I said, “If you guys want to trust me and learn with me, let’s do it.” 

Are there any artists from Happen Twice we should be looking out for this year? 

“Absolutely! We have a lot of unreleased music on the way. Stale Fish is wrapping up an album, We recently signed a sub-distribution deal, which is a big step for us. The label, B3SCI, signed us, and they have Trudy and The Romance and other big names. It’s a major break for us and very exciting. It’s a 5-year deal and it just felt right.”

“When we started, I knew nothing. For our first show, I came in with a notepad full of ideas. But I’ve learned that admitting you don’t know everything opens you up to learning and seeing more. You must go in with that perspective to grow into what you should be.” 

Where do you see Happen Twice in Five Years? 

“It’s interesting because we just signed a 5 year deal, so it’ll be around the end of that. Hopefully at that point we’ll have a ton of label growth. I’d love to have our artists playing big festivals and have a couple of mainstream artists. That’d be mind-blowing to think about that happening in 5 years.” 

“Another thing I’d really hope is for us to create jobs and opportunities for people to be in this space, and have a career, and have more interns and just continue to be a steppingstone for people’s lives.  One of the best good deeds you can do is create jobs and opportunities. Hopefully we’ll be doing that.” 

Do you have any advice for aspiring students who wish to pursue a career path like yours? 

“Keep at it. In the music world, just keep learning and pushing forward. If you’re starting a music project or label, begin with what you can handle. I started with interviews. Many successful labels began as blogs. Anyone can start a website or Instagram. Use your phone and friends for photography, videos, or live sessions. Stay open, meet new people, and let things develop naturally. Handling artists’ work is a big deal, so be confident in your abilities and start small, growing gradually. Starting something from scratch is possible for anyone with passion and dedication. Continue to learn and adapt. Meet bands that want to work with you. Respect the artists’ vision and understand the responsibility. Be patient, stay confident, and let things grow organically.”