101X (KROX-FM) is Alternative Austin, featuring artists including Nirvana, The Red Hot Chili Peppers, Muse, Cage The Elephant, and Florence and the Machine. 101X targets the 18-49 adult demographic, with an emphasis on 25-34 year olds. The station is consistently ranked among Austin’s top performing 18-34 and 18-49 year-old targeted brands. 101X is extremely active with Austin events like SXSW and Austin City Limits Festival, and with its own featured events like its Birthday Concert Series, its Summer Cinema outdoor film series, and its Indie Xmas concerts. In the city proclaimed as “The Live Music Capital of the World,” 101X thrives as Austin’s source for the best alternative rock.