SXSW Marketing

As a resident of Austin, Tx there are two events that we use to orient ourselves throughout the year like the North and South Poles; one in the fall, Austin City Limits, and one in the spring South By Southwest.  These are the times that Austin is transformed into the best party scene ever.  Frankly, its the reason I moved here in the first place.

My personal favorite is SXSW; video games, film, and the largest part, music.  The whole city essentially shuts down for more than 1,400 bands over 4 days; UT even arranges to have spring break coincide with with festival because they know everyone would be skipping class to go see a show.   Although that number is a little misleading because it doesn't include the huge number of "unofficial" shows that happen in makeshift venues that pop up in backyards and abandoned warehouses.  And the fashions, I've never seen so many hipsters in my life; it's like a constant parade of eye candy.  My favorite way to tackle SXSW is to go see as many day shows as I can handle.  In the past the day shows have all been sponsored by some liquor or beer company and you can drink for free.  Plus, the day shows tend to be smaller and more laid back.  Then around dusk I like to retire with some friends and have a cookout before heading back out to one more show.  My favorite site to scope out all the bands and get the low-down on where they're playing is Showlist Austin for the unofficial shows and SXSW for the official ones.

Since SXSW is so chaotic and confusing at times the Austin Music Foundation hosted a discussion panel at La Zona Rosa to help musicians navigate the festival with the most marketing know-how as possible.  The AMF is an excellent resource for local musicians learn the business side of music by hosting free lectures around town.  Get on the mailing list, you won't regret it!

So I went and took a couple notes:

**Don't worry about giving out demo cds or merch in any way.  Most people don't want to carry it around and if they do, they probably end up breaking it or loosing it before the end. 
**Have business cards made with your photo on it; eople remember faces before names in a crowd, and myspace address on one side and a list of shows you'll be playing at SXSW so people can come hear you play.
**Research  label owners, marketing people,  musicians that you want to meet before the festival starts and scope out where they're going to be so you can ambush!  But in a nice, non-overpowering way of course.
**If you're playing an unofficial show then by all means DO NOT put the words South By South West or SXSW anywhere on your poster.  They could sue you to protect their intellectual property.
**Most relationships you'll make at the festival are going to be with other musicians.  Don't negate that face.

And that's what I learned.

I can't wait! 
*A graphic designer who's been working with SXSW just came in the store and said that Home Slice on South Congress Ave is having some really good shows and to keep a lookout.  Word to the wise.