City of Austin

AUSTIN, TX — Austin City Council has recently approved the first incentive award under the updated Creative Content Incentive Program (CCIP), a Chapter 380 initiative designed to attract television, film, animation, and gaming productions to Austin. 

Hermanos Productions, LLC, the production company behind Brothers, the upcoming Apple TV series starring Matthew McConaughey and Woody Harrelson, will receive $150,000 incentive based on wages paid to locally hired cast and crew. The incentive structure ensures that funding directly supports Austin-based creative professionals, small businesses, and the local ecosystem that makes Austin a magnet for storytelling.  

Following the program update this past fall, Austin Economic Development has seen renewed interest from productions, increased inquiries from studios and independent creators, and early signs of stronger local hiring commitments. The updated guidelines were designed to streamline the application process, clarify eligibility, modernize reporting requirements, and strengthen incentives tied directly to local economic impact. Brothers is the first project to advance under these revised guidelines, marking an important milestone in the program’s implementation.  

The production is also expected to bring meaningful economic benefits to Austin. According to the incentive application, Brothers plans to spend more than $6.2 million on local wages and another $9 million on local goods and services. The project is anticipated to employ about 320 cast and crew members and work with local vendors, including minority-owned (MBE) and women-owned (WBE) businesses. In total, the combined payroll and local spending is expected to generate nearly $160,000 in direct and related economic impact for the community. 

“Austin has always been a place where creativity doesn’t just live. It leads,” said Anthony Segura, Interim Director of Austin Economic Development. “With the updated Creative Content Incentive Program, we’re doubling down on what makes our city unmistakably ‘Austin’: our storytellers, our creatives, our crews, and the communities that fuel them. To have a project like Brothers, led by two iconic Austinites, be the first recipient under the new guidelines is more than fitting. It is a reminder that when productions choose Austin, they aren’t just filming here. They’re becoming part of our culture, our workforce, and our future. That’s something every Austinite can be proud of.” 

About the Creative Content Incentive Program
Approved by City Council in 2014 and updated in 2025, the Creative Content Incentive Program encourages the growth and location of qualifying film, television, and gaming productions within the City of Austin. Applications are accepted on a rolling basis with no deadlines.  

The fall 2025 revisions expanded eligibility clarity, increased transparency, increased award amounts, and introduced strengthened local labor and reporting requirements to align incentives with direct economic benefit to Austin residents, ensuring that when productions succeed in Austin, Austin succeeds as well. 

The program is administered by Austin Economic Development’s Business Incentives and Expansion Division, which attracts investments, supports local business retention and expansion, and helps create jobs while preserving the cultural identity that makes Austin a creative and economic hub.  

Businesses interested in applying can visit the Austin Economic Development Business Incentives website and complete the Incentive Inquiry Form to schedule a meeting with staff. 

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About Austin Economic Development 
Austin Economic Development supports business growth, creative industries, and local communities. These programs build an equitable, sustainable economy to improve the lives of all Austin residents. To learn more, subscribe to our newsletter or connect with us @AustinEconDev on Facebook, @AustinEconDev on X, and @AustinEconDev on YouTube.   

Sobre la Secretaría de Desarrollo Económico de Austin  
La Secretaría de Desarrollo Económico de Austin apoya el crecimiento empresarial, las industrias de la fuerza laboral y las asociaciones comunitarias locales que ayudan con el crecimiento económico y con nuestra identidad. Estos programas fomentan una economía equitativa y sostenible para mejorar la calidad de vida de todos los residentes de Austin. Para obtener más información, suscríbase a nuestro boletín o conéctese con nosotros en @AustinEconDev en Facebook, @AustinEconDev en X  y @AustinEconDev en YouTube.