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.
One of 2011’s breakout groups, the Joy Formidable are representative of the type of buzz band that attendees hope to catch, and the critical mass an artist expects to pick up with a knowledgeable and potentially influential audience. Whereas SxSW (along with the annual College Music Journal Marathon) used to assume a potential kingmaker role, the current state of the DIY world of indie music is such that no one showcase is in itself a make-or-break opportunity. Growth opportunities for bands are generally more gradual and driven by other factors, such as an online download of a single, or a prominent film placement. In contrast, bands such as the Kaiser Chiefs and Bloc Party were able to achieve instantaneous acclaim on the basis of a few impressions “Whirring”, the Joy Formidable’s signature hit, demonstrates the ensemble’s extremes. Lead singer/guitarist Ritzy Bryan displays a wide range of emotions, undergoing a Jeckyll-and-Hyde transformation from plucky, earnest, and deadpan humor, to a bundle of intensity and heavy metal guitar shredding, joined by the tight rhythm section of bassist Rhydian Dafydd and drummer Matt Thomas. Like many new and emerging groups, this performance is indicative of what a new band can expect playing its first SXSW: a series of short sets, anywhere from 20 to 45 minutes, wedged into hour-time slots designed to allow conference attendees and music fans to bouce around from venue to venue.
A year ago, the Civil Wars were playing a full schedule of day parties, including this event curated by Paste magazine. Johnny Depp doppelganger John Paul White at one point asked audience members for a show of hands to see who had heard of the duo before the show. Only a fraction went up. John Paul and his partner Joy Williams engaged in a series of duets, often heart-felt and breathless exchanges that left the audience exultant over this new discovery. How far of a bump can a band receive from playing SXSW? In an example of the leaps and bounds that a new act can have with a series of breakout performances, the Civil Wars have been lauded as cross-over artists spanning folk, country, and bluegrass, and then were awarded a performance slot on the Grammy Awards telecast. While this is an extraordinary rise, it also is testament to the viral nature with which bands achieve notoriety in a buzz cycle increasingly measured in months and even weeks.
Each year, visitors to SXSW are often so caught up in their world of meetings and official parties that they miss the opportunity to catch Austin artists or experience much of the city’s character, unless they have the good fortune or foresight to catch a showcase at a historic venue. SXSW veterans and fans of Americana music recognize the Continental Club’s draw, which dates back to 1955, where it served as a supper club and one of the old Texas swing clubs, drawing the likes of Tommy Dorsey, Glenn MIller, and Houston’s Mascots (featuring future Hogan’s Hero, Larry Hovis). The Continental Club is located in the older, eclectic section of Austin that contains a range of unique boutiques, galleries, and restaurants. Alejandro Escovedo is a regular fixture at the Continental Club and his annual Sunday night—which he emcees—features a consistent cast of characters, including close Alejandro collaborators such as Chuck Prophet, Lenny Kaye, and Jesse Maylin, as well as younger artists that he curates and recommends. Escovedo’s showcase is a way of paying it forward to other members of the tight knit Austin music community. The large ensemble on stage for Escovedo’s harrowing song about the Chelsea Hotel, (drawn from his experience as a punk rocker who hung out in Chelsea and the Lower East Side) is representative of the energy of his live show. This year, the schedule has been expanded to 15 artists over a whopping 12 hours, including sets by ex-Replacement Tommy Stinson and guest appearances by members of R.E.M.
SXSW encourages intimacy between performers and audience in a number of unique settings. One of the most arresting encounters was seeing indie rock idol Lou Barlow (Sebadoh, Dinosaur Jr.) gleefully playing an acoustic cover of Ratt’s “Round and Round” in the food court of the Austin Convention center. Isolate a performer from his bandmates and strip away arrangements, pedal effects, and other devices, and what you have within every musician is a troubadour, singing for his supper. Such is the joy of catching Ted Leo—who whether performing a solo acoustic set or an electric set with his bandmates the Pharmacists—summons up passion, angst, and wit into his delivery, in some cases in the same phrase. Leo’s deadpan humor and self-effacing charm is on display in his cover here of the Waterboys’ “Fisherman’s Blues”, a Celtic-tinged track which Leo decided to play in commemoration of St. Patrick’s Day. The event, a day party at one of the more unique alternative venues in Austin, is the French Legation Museum, a mix between a historic site, arboretum and museum. Other performers included breakout singer-songwriter Sharon Van Etten, another performer who combines grace, humor and passion into her songwriting, and Lia Ices, an experimental singer/songwriter also part of the highly impressive Jagjaguwar label.
One of the exciting challenges of catching any artist live is the spontaneity and unpredictability of witnessing the artist in an unguarded moment or having to react to an unexpected situation. In a day and age when many live performances are canned, bands often minimize risk by carefully crafting setlists and arrangements, which can result in performances that often seem to be on autopilot. Throw artists into the gauntlet of playing SXSW, where they are expected to play multiple shows over a fixed set of days—and often multiple sets in a day with little or no opportunity to do a sound check—and they are are subject to the vagaries of equipment and sound issues. So what happens when the situation occurs not to a new act, but a veteran band? The Bangles were the penultimate artist on an inspired bill that featured predominantly female groups. The benefit for Girls Rock Camp included the Sounds and Smoosh (which made its debut at SXSW several years ago when the girls were in their teens—think the American Girl equivalent to Hanson). So what happens when a band is faced with sound-induced challenges that—given the tight way in which artists are packed into showcase schedules—shortens its window to play? Being the professionals that they are, the Bangles adapted, crossing several songs of their setlist and then rapidly playing through the set to the best of their ability, adding a sense of urgency to the harmonies and shifting vocals.