SXSW: AN OVERWHELMING EXPERIENCE
After taking last year off from South By we felt it was time to jump back on that crazy Texan horse and embrace everything that the festival could throw at us.
If you haven’t heard of the event then picture this: A set of long roads lined with bars and restaurants, closed off to cars and with music playing LOUD from all venues. Add tens of thousands of people, some warming sunshine and a hell of alot of free beer and we’re getting something like. It is one of the hottest and most important music industry events on the calendar but it’s ever-increasing size makes for an overwhelming experience.
Each year SX gets busier. More people flood in to Austin making navigating your way between showcases pretty tricky. As an ‘official delegate’ you are given a pass that allows you entry in to the ‘official’ venues (subject to capacity which in itself can be quite a problem) as well as events, talks, and panels that happen at the convention centre but this doesn’t stop those non-badge wearing visitors coming along to enjoy themselves.
Thanks to a massive dose of sponsorship every brand under the Texan sun who wants to jump on board is busy trying to give / push something on to you. As a result both those who have forked out the several hundred dollar fee for a pass and those that haven’t will have advertising for phones, alcohol, snacks, clothing, apps and more shoved down their throats.
Brand experience is a huge deal at SXSW with iTunes flying in Coldplay whilst smartphone rivals Samsung give their loyal followers a night with Jay Z and Kanye. Cheesy dippers Doritos brought Lady Gaga to Austin while Converse at Fader Fort gave us Damon Albarn, Redbull offered Earl Sweatshirt and Vans; The Black Lips. US TV Chef Rachel Ray served up Blondie along with the free booze and BBQ and the city’s infamous Stubbs venue.
Fuelled on Titos Vodka, Vitamin Water and Miller Lite gig-goers and party fans in their tens of thousands turned up at this year’s event to see well over 2,000 officially showcasing bands and no doubt the same amount of non official acts.
Our 2014 highlights
Attending the beautiful Paramount Theatre to watch the many artists who took part in the Lou Reed Tribute night.
Hanging out on Rainey Street at the German Haus.
Seeing Temples at Fader Fort.
Going to Kid Congo Powers‘ 55th Birthday party at the Longbranch.
Watching Spires and Electric Eye at Pysch Fest, Hotel Vegas on East 6th.
Listening to a brutally frank and honest Lady Gaga talking about the state of the music industry.
Witnessing the largest ever temporary installation in the sky for PI Day.
Catching our Birmingham friends Deluka and Black Mekon who were both playing a gruelling set of gigs.
So if we’ve sold the event enough here’s our guide on how to do SXSW…
A survival guide to SXSW
Book early – not only will you get an early bird discount on your pass you’ll get a first pick of hotels to choose from.
Stay downtown – taxis become the hottest currency with a limited amount available can mean 3-5hr waits.
Wear comfortable shoes – you’ll be doing a lot of walking and some venues can be miles apart.
Prepare to dress for all seasons – the weather can change from hot to cold very fast.
Bring sun block – when the sun comes out it gets hot and as many of the fun events are outdoors you’ll be spending most of your time under the sunshine.
Forget the schedule – it’s almost impossible to stick to it. Use it as a guide but don’t get stuck on it.
Do your research – keep on checking twitter for party and act announcements.
RSVP – parties are everywhere and some require an RSVP for entry. Most will have free food and drinks too.
Prepare a strong healthy liver – there’s a lot of free bars. A lot!
Don’t be vegetarian – the BBQ is the food stuff of Austin.
Get off 6th Street – it might be the epicentre of venues but you’ll spend longer in queues than seeing bands.
Do get off the beaten track – when the hustle and bustle gets too much on the man streets get yourself out of the area and take a walk along South Congress for great food, shops and pop-up venues.
End a sentence with the word ‘Awesome’ or proceed it with ‘Super’ to fit in with the locals.
