Wednesday, 13 March 2013

SXSW Diary - Mick Scholefield

Austin, Tx, USA 12th March 2013


Going to the same place for a week, once a year, every year, must lack a little imagination, surely? Well  perhaps not. The place is Austin, Texas, the event is South By South West (more commonly known as SXSW) and once a year, what is euphemistically called ‘the music business’ descends on the place. The festival plays host to the majority of the indie and mainstream music industry (including booking agents, record pluggers and Radio DJs), along with a few thousand of the worlds best emerging and established artists - all of which adds up to the world's largest music party. That’s good of course as Austin just happens to have the reputation of being the live music capital of the world with some 500 venues, bars, warehouses and street corners hosting live music.


SXSW Festival 
Add to this, a major film festival and an Interactive innovation event all in the same place and you can see why your scribe had a tough time getting a hotel room.

I have been travelling to SXSW for many years now, originally because I had a connection with a now defunct radio station based there, called WOXY and more recently as an indie label, showcasing our artists at the festival. The fact that generally the March Austin sun shines all week like it’s high summer in Southampton helps make the decision to attend easier. Oh, and the little fact that with over 100 parties to choose every day with free food and booze, it’s like the best Spring Break ever.

Sure, there are downsides. Last year a friend who attended wore a pedometer and over the four days, clocked up 82 miles walking from venue to venue. SXSW all happens in a small area of downtown Austin but it’s not hard to see a different artist every 20-30 minutes. With acts starting just after breakfast and going on to 4AM, it’s an aural plethora.

So as I arrive in Austin this evening straight off an 13 hour trip from, it’s already 7PM and I have 10 acts to see tonight! Something tells me I’ll need some of that free booze…


Mick Scholefield
Lost & Found Contributor

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