This week, industry professionals, artists, and the media gather in Austin, Texas for the 26th annual South by Southwest Music Conference. What started out as a meeting of the minds and a dog-and-pony-show for new and emerging artists has grown to become a popular destination for music fans. Consequently, SXSW increasingly attracts a broad range of entities with ties to the music industry, including participants, partners, platforms, and consumers of music. The convergence of entertainment media has brought the three SXSW conferences—music, film, and interactive technology—closer together. What was once considered anathema to artists (using rock and pop music to sell products, convey an image, or establish a brand) has become so common that the notion of “selling out”, once a label that could imperil an artist’s ability to maintain their integrity, has become quaint. In what has become a virtuous feedback loop, music helps sell movies and products, while movies and products help merchandise music. Music appears anywhere and everywhere, embedded in devices, advertisements, and film and television scores, no longer just existing as standalone works of art. Consequently, SXSW has grown from a glorified trade conference into a pop culture juggernaut.
To fully appreciate the ubiquity of music in our lives, and SXSW’s emergence as a major commercial force beyond its importance as a taste-maker and trendsetter, we take a look at a list of ten memorable performances from last year’s conference. If these moments trigger a sense of familiarity in the embedded SXSW experience, you’re probably the industry insider, hipster, local, or combined hip-local-industry-insider who refers to the conference as “South By”. If you are new to the SXSW experience, view this list as a crash course in what to expect from the conference.