The SXSW Experience
All photos by Benjamin Wick
I was looking up set times for Guadalupe Plata, a scorching punk-blues band from Spain, after finishing a volunteer shift at South by Southwest (SXSW). I saw the band at the festival the year before and was ready for round two. I looked up from my phone, and did a double take — the band was standing right in front of me. I tried to hide my excitement, but realized that they too were surprised that somebody would recognize a small town Spanish band all the way in Austin, Texas. The language barrier prevented any deep conversations about the band’s clear appreciation of American blues music, but I managed a “Mi favorito,” and they were off.
Roughly 250,000 people flock to Austin every spring for the massive music, film and technology festival and conference. SXSW began more than 25 years ago as a way for Austin musicians to reach larger audiences by bringing the crowds to their city. SXSW has grown into its role as one of the major cultural events in the world, becoming an innovation incubator and launchpad for companies like Twitter and Foursquare. It’s the kind of place you might meet a Soul-Folk singer at breakfast and a video game accessory designer at lunch.
Music emanates from everywhere. Bands play at nearly every bar in town, but also cram into churches and Chinese restaurants. And that’s the problem with SXSW, there is too much happening at once. It can be overwhelming, with more than 2,000 bands playing at over 90 venues, hundreds of film screenings and loads of expert-led lectures. But with a little planning, SXSW’s main problem isn’t really a problem at all.
The festival and conference is broken down into three categories: Music, Film and Interactive. I attended my first SXSW as part of the press last year, and knew I had to go back. I went for the music more than anything else, and this year I volunteered to earn a Music badge. I highly recommend volunteering – it’s a great way to meet friends, find out about events and save money.
There are countless ways to experience SXSW, but you have to decide whether to buy a badge or go the unofficial route. A music badge is good for admission to all official SXSW music events, but there are also myriad unofficial shows, many of which are free.
OFFICIAL
If you want maximum access, including entry to trade shows, panels, lectures and official parties, getting a badge is the way to go. Badge-holders get priority admission over the general public, so less time is wasted waiting in long lines. Badges are also available for the Film and Interactive categories if that’s more your style.
Music panels focus on topics like learning how to use social media to effectively promote your music, and understanding the unspoken code of the music blogosphere. The panels are an excellent educational aspect of the festival and they’re great for meeting like-minded professionals in all aspects of the music business. This year I met label representatives and music writers and listened to leaders in the growing internet radio business.
Badge holders also get access to official parties – many with live music and complimentary drinks and food. Record labels, music magazines and corporate sponsors host dozens of these parties and they range from an Aussie BBQ featuring Australian bands and food, to the cutting-edge Fader Fort where you can see the best new hip-hop, dance and electronic music.
FREE AND UNOFFICIAL
If you’re going strictly for the live music, a badge is definitely not necessary to have a great time at SXSW. Many of the same acts on the official line up play free daytime shows and unofficial evening showcases, often in non-traditional venues. This year, I saw the The War on Drugs play in a bike shop and caught up-and-coming solo artist Gary Clark Jr. shredding in a record store parking lot.
You can RSVP online for some of the unofficial shows and some may have an admission similar to ticket prices at our local venues. (See links below for unofficial listings and where to RSVP.)
You can also check out more well-known artists for free at the SXSW Auditorium Shores Stage on Lady Bird Lake, a public park in downtown Austin. Auditorium shores holds about 20,000 fans and hosts big names like The Strokes, Counting Crows and The Shins.
SOUTH-BY SURVIVAL
Plan ahead. Hotels book up many months in advance, so be sure to check out the local hostel for cheap dorm-style accommodations. Craigslist and Airbnb.com can be good options for more adventurous travelers.
Make a plan, then deviate from it. While preparing last year, I realized I’d checked off almost 100 shows I wanted to see. I caught about a dozen that I planned on, but discovered lots of great music by talking to people and hanging around venues before and after my planned shows. Most of all, be realistic.
SXSW is an incredible cultural event that any music lover should experience. Explore the official website for lots of practical info and do your own research in advance. Keep your ears and eyes open, you never know who you could to run into.
LINKS:
Unofficial Show Listings:
