SXSW Reflections: Festival Feedback From NYC Music Folk

Before SXSW, there was fire, stone wheels, a couple of caves to live in. Now that the little gig in Austin has blossomed into the mama of all music and interactive gatherings, showing up Down South has become an annual rite of passage for all those in the biz.

SonicScoop polled a cross section of the NYC music industry – from A&R to PR, entrepreneurs to producers – to see what they took away from SXSW besides a hangover and tinnitus.

Jared Gutstadt, CEO of Jingle Punks Music

Why did you go to SXSW this year?

Team Jingle Punks went to SXSW this year because we are in a period of growth and wanted to do some grassroots branding amongst our peers and upcoming bands.

We took a slightly left of center approach and decided to bring a 7ft giant blue mascot (pictured) with us to several events to hand out swag and make an impression at events.

What was the most memorable thing or things you saw – band, interactive, or other?

The most memorable thing for us was winning an award for innovation in music licensing. We were honored during the interactive and music crossover day by Sound CTRL at the Flash FWD event for innovation in music licensing. Check out this video of the event:

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

SXSW had some great music and sponsors this year.  The new bands that I dug were Neon Trees, Miike Snow and New Politics.  The week was packed and everything about it was great…I only wish I would have been able to attend the interactive portion as well, apparently this year was their largest turnout for the media week.

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Jason Jordan, VP of A&R for Hollywood Records

Why did you go to SXSW this year?

Ume

Because I had Alpha Rev performing every day in some permutation and there were some bands I actually wanted to see for a change!

What was the most memorable thing or things you saw – band, interactive, or other?

Ume from Austin.  Awesome female fronted power trio.  I was also really stoked about Middle Class Rut who are signed to the indie label Bright Antenna – they are the loudest 2-piece rock band I have ever seen.  My other fave thing was The Soldier Thread (also from Austin).

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

I ran into just about everyone I needed to see both employed and unemployed.  I got a real sense of where the music business is right now just by talking to my peers as well as meeting new people from around the world with their own global perspective.  That’s why I will return in 2011, really, as the international contingency is so massive it’s worth attending for that reason alone.

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Scott Hull, Owner of Masterdisk

Why did you go to SXSW this year?

We have always gone to SXSW to meet old friends and new, sample some of the new music out there, and often we are asked to participate in the panel discussions. This year I was asked to be on Bob Ludwig’s Mastering panel and [Masterdisk’s] Andy VanDette helped young bands with advice in the quickies sessions.

What was the most memorable thing or things you saw – band, interactive, or other?

Sharon Jones and the Daptones at Stubbs was a lot of fun. At the other end of the spectrum, by accident I caught a really high-energy “British” power pop band from Boston called Muck and the Mires. They gave a great show Friday night at BD Riley’s.

David Garza

Out of town to the north was a great outdoor stage at Kenny Dorham’s Backyard.  I went to see an old pal of mine, David Garza, playing Tejano for a large crowd.  After Garza was a reunion of the classic party band Texas Tornados featuring many of the original members.

Also, I was quite surprised at the drop in quality in the audio/PA/engineering at some of the venues.  Many of the larger stages were perfect, as always.  But unlike previous years, I noticed several shows where the band’s performance was completely ruined by a bad PA mix.  I know it’s a challenge to pull off so many diverse showcases one after the other.  But this year, something slipped and if it continues to slide it will be really bad for the bands that want to be heard.

In my opinion far too much attention is being paid to being the loudest bar on the strip, and not enough attention being paid to being actually able to hear what the singer is singing.  I’m a professional audio engineer, and producer, and I walked out of at least three performances because the sound was very poor. I often ask the sound guy, “What band is up next?” Most of them had no idea what the name of the band was that they were assigned to mix for.

Bands please take notice: You should consider having your own FOH person there to assist in the setup.

In my opinion some of the venues’ sound was perfect. But howling feedback and people grabbing their ears in pain does not set the stage well. In previous years– I didn’t even once hear a feedback noise or a problem with the PA. I hope the venues that were having problems noticed and make some adjustments for next year.

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

It’s always important to spend a little face time with our clients and producers and artists that don’t have the opportunity to come to New York during their mastering sessions. Yes, we will go back next year.

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Victoria Patricia Davis, NYU Music Business Student/ SonicScoop.com Intern

Why did you go to SXSW this year?

I went to SXSW this year for several reasons. First of all, I am from Austin, TX and grew up around the festival and I have always wanted to attend it without having school as a conflict. I also had a good friend at NYU who wanted to go so we got badges early on since we would have a free place to stay. I really wanted to learn and experience new, upcoming indie music and be able to tell others about it.

Surfer Blood

What was the most memorable thing or things you saw – band, interactive, or other?

The most memorable part of SXSW was making connections and seeing some amazing artists. The two bands I enjoyed the most were Surfer Blood, a college-aged, reverb heavy, lo-fi, psychedelic pop-rock 5-piece band from West Palm Beach, FL; and First Aid Kit, a Swedish sister folk teenage duo.

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

I think it was vital to attend SXSW in order to get a better glimpse of how the music industry works and how people connect with each other in the business. If I have the time and funds to attend next year, I will definitely return to SXSW 2011.

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Mr. Fantastic, Pop songwriting/production team

Why did you go to SXSW this year?

We didn’t go SXSW this year.  Heard it was cool though.  Being pop guys, NY or LA is usually where we’re at … or Stockholm ’cause those Swedes dominate the pop landscape!  SXSW tends to lean more towards bands and self-contained acts.  Regardless, I’m sure it’s a great place to be and hope to make it next year!

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Steven Beer, Artist Representative/Attorney, Greenberg Traurig, LLP

Why did you go to SXSW this year?

Musicians Natalie Gelman, Emii, and Matt Lowell are clients of mine that performed at the festival. This year, I went to the music portion of the festival to show my support.

What was the most memorable thing or things you saw – band, interactive, or other?

It was thrilling to see Emii perform live. She’s worked very hard the past year and she has really grown as an artist. She’s come into her own and SXSW was a great space to showcase her talents.

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

SXSW brings everyone on the cutting edge of film, music, and media together in a great city.  The musicians I represent are creative, young, edgy people that can really connect with the audiences at SXSW in their own unique way.  I definitely hope to make it an annual event for my clients and me.

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Engine Room Recordings' Middle Distance Runner playing at The Belmont for the Manic Fest Destiny party. They played 7 shows during SXSW this year!

Chris Hacker, Label Manager, Engine Room Recordings NYC (@engineroomnyc)

Why did you go to SXSW this year?

I went to discover new bands and network with others who work in the music industry.

What was the most memorable thing or things you saw – band, interactive, or other?

Would have to be Miike Snow at the Filter Magazine party. The stage presence they have and such good songs, just a lot of fun to watch.

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

It was important due to the fact that I accomplished my goals of why I went, that I did indeed see some new bands that we want to work with and I met several people that work in the music industry that we probably will be collaborating with this year in some capacity.  And yes will definitely go back next year.

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Dayna Ghiraldi, President of full-service PR agency Big Picture Media

Why did you go to SXSW this year?

Big Picture Media loves SXSW and our whole staff went this year because we had a large presence, our biggest yet! We hosted our own Rise N’ Shine daytime party on Friday sponsored by Yak Pak, Dry Comal Creek Wines and Katie M. Jewelry Designs. We also handled the press for the PureVolume House for the 3rd year running and also worked press for the ATN Showcase. Our music clients at SXSW included: Frank and Derol, The New Collisions, Emii, Matt Lowell, Ahimsa Sunrise, Ionia and The Colourist.

What was the most memorable thing or things you saw – band, interactive, or other?

Without being biased, the most memorable moment of SXSW for me was our Rise N’ Shine showcase. It was such a diverse roster of music, the vibe was great and the bands had a blast! Next year we want to go bigger!

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

We will absolutely be back in 2011! We are already looking into a larger venue for our party, begun chats with sponsors and booked our hotel rooms! SXSW is very important for us to attend to seek out new music, build upon our relationships with journalists that live outside of the NYC area and get a break for the cold weather!

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Jimmy Landry, Producer/Songwriter/Mixer/Artist Relations

6th Street at 2:30 AM

Why did you go to SXSW this year?

I was there scouting for two major labels, supporting artists who I’ve worked with, looking for new talent to work with and meeting with industry peeps and artists using Cakewalk products.

What was the most memorable thing or things you saw – band, interactive, or other?

The bands Keep Me Conscious, Alpha Rev and Mother’s Anthem

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

SXSW was great for me this year because I was able to catch up with a lot of industry colleagues friends/artists who I don’t get to see a lot.  The caliber of bands was great t is year as well and any one who says “I didn’t really see anything great” was probably on a deck somewhere drinking margaritas in a blackout like this dude in this pic.  I will be back in 2011.

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Walt Ribeiro, Composer at For Orchestra

Why did you go to SXSW this year?

Been wanting to go for years. Every year was always another excuse, so this year I decided last minute to go. It was an awesome experience.

What was the most memorable thing or things you saw – band, interactive, or other?

Lauren Scheff (@ScheffXP) and Walt Ribeiro (@WaltRibeiro) in the Levi's/Fader Fort

I think the most spontaneous thing was the road-trip from NYC to Austin to get there. I had Twittered out that I was looking for a ride, then 1 hour later I was in a car with one of my followers headed to Austin.

Then there was the Cogaoke contest which was one of the funnest nights I’ve had in a while. Basically, its a huge Karaoke tournament, complete with a Judge panel, theatrics, audience participation, open bar, party vibe, and more. it was so much fun.

Why do you think SXSW was important for you to attend this year? Will you go back in 2011?

SXSW was important to me because it forced me to break away from the NYC hub and meet people from around the world I wouldn’t normally meet otherwise. I also was able to discover new bands, and experience SXSW for the first time. I’m definitely going back in 2011.

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