South by Southwest is not what you think it is.
You can’t throw a label on it no matter how hard you try.
And regardless of what the outside onlookers may think, the event hasn’t sold out to the “corporate masses.” Although yes in all fairness and honesty in order for the full entirety of it’s wonderful gloriousness to be achieved, a heavy element of the establishment is leaned upon to further fuel the fringe. You name an event of this magnitude that’s not backed by a lil sponsorship action and I’ll give you back a crumpled up piece of paper with a list of organizers not maximizing their potential. Not using the “masses” is a dumb look.
South by Southwest is pure hustle.
It’s the hustle of both bands you’ve never heard or know extremely well playing nine shows in six days and daring you to outrun them while at the same time making you fall harder for their sound. The money is on the table comrades, you gonna keep up? And most of these bands aren’t doing it for the money, they’re doing it cause they give a fuck. Major ones. It’s their livelihood, their art, and a huge part of their week is not only being seen, but more importantly being heard. They’re hustling to invade your insides!
The flip side of the coin is that it also serves as a hustle for those of the common thread, the every day folk like you and me. And I’m not talking about your badge holding, wrist band wearing, VIP human status having, getting into whatever where ever venue you want having selves. Dinero can buy you that. I’m speaking of the RSVPing to every show you see, sharing a SXSW google doc with 15 of your friends, we’re going HAM waking up hung over early as all hell every morning to get in line for a showcase or sneak our way in trying kind of people.
And in the midst of the aforementioned back and forth, lies the beautify of SXSW. Cause in all the chaos, which at times is stands directly next to the monotony, while you’re waiting in line for brilliant bomb ass BBQ or amazing stellar tacos or something to put in your stomach, connections are made. Talks are happening, negotiations and love songs are going down and the sharing of music experience’s are being taken in, and all throughout this very same moment is birthing allegiances and alliances a new.
That’s what’s up when the 500 wrist bands are cut off Sunday Night/Monday Morning, you’re packing a muddy suitcase to go back to wherever it is you came from and you make your way to the airporto happily tired. You can’t quantify the magic people, that’s not how life works.
The Five Bands You Need to Know Now Coming Out of SXSW: Speedy Ortiz, Courtney Barnett, Dent May, OBNIII’s and City of the Sun (Bonus points if you can locate local Austin band Eat the Taco).
Here’s the epic photo roll that doesn’t even come close to explaining what it’s all about. Also, check out our new friend Richard Kean’s photography as well here.
Writer + Photographer | Rene Ramirez
Taking Out the Trash
Courtney Barnett
Edward Sharpe and the Magnetic Zeros
Will Butler
Will Butler
Austin’s Local Eat the Taco
Austin’s Local Eat the Taco
