Road Trips & Sideshows: Looking Beyond the SXSW Showcase Scene
The South by Southwest Music Conference is a festival that needs no introduction—every Austinite is well aware of the influx of musicians, music-lovers, and industry leaders that signals the beginning of a week-long citywide party. From its comparatively humble beginning as a 700-band music showcase in 1987 to its current role as an arbiter of film, interactive media, and music trends drawing over 12,000 official registrants, SXSW has become a hallmark of the no-holds-barred approach to fun that only Austin can provide. But what about all the unofficial shows and shindigs that inevitably spring up on the outskirts of the more structured festivities?
SXSW has become such an economic blessing for local businesses that everyone wants in: from Mexican restaurant franchises moonlighting as rock clubs to opportunistic parking lot attendants renting out space for impromptu gigs, it’s hard to go anywhere in Austin mid-March without a live soundtrack. One of the most incredible things about the festival is its ability to turn the entire city into one big venue, overrun with bands and fans alike.
Austin’s signature laid-back vibe helps foster unparalleled comfort, allowing visitors to fearlessly explore the city in pursuit of the most unique party. This same attitude attracts bands hoping to make it big—including groups that didn’t manage to secure an official showcase but decide to turn
up unbooked, ready to play a show at any time, anywhere.
Last March, the Have Mercys, a garage-pop band from Oakland, California, did exactly that. While their fuzzy guitars and dreamy vocals have earned them a well-respected spot in their hometown’s underground scene, the group saw SXSW as an opportunity to play for a new audience. Arriving in Austin without a set plan, they were able to jump onto several shows, from house parties to an in-store appearance at Trailer Space Records. Band member Kayla Cerretti explains their road trip and subsequent festival experience as an impulsive but worthwhile—and most importantly, fun—adventure.
“There was absolutely no stress about shows, and it was mostly just about having a good time with friends and getting to see some rad bands play,” Cerretti explains. “But also being in a band was the driving force that got us there, plus it’s so fun to play shows with different bands from all over. And all the free beer didn’t hurt either!”
While the abundance of complimentary booze certainly helps travelers get loosen up in such a hectic environment, it’s Texas’ particular brand of good ol’ Southern hospitality that keeps visitors coming back. “Austin is a great city to have a festival of this caliber in, and I am so glad to be able to come back this year and be a part of it all over again,” says Cerretti. “I can’t wait to drink frozen sangria for breakfast and hang out in teepees made out of denim. What more could you ask for?”
While the Have Mercys experience seems like an increasingly typical festival narrative, Brad Spies, a SXSW Conference & Festival Development marketer, is confident that there’s no substitute for official, sponsored gigs.
“I feel like the bands place more emphasis on their showcase now than they did three years ago,” he states. “Three years ago, the day parties were different and exciting, with unorthodox venues and the typically amazing Austin music crowds. They still are, but the bands and their management realize that it’s mostly press and music industry at the official nighttime showcases.”
Chris North Alspach, a member of Boston art-folk band The Points North, is placing a great deal of importance on this year’s festival. The Points North will be heading to Austin—directly following a lengthy Australian tour—with several self-booked shows on their docket, and they’re hoping to expand their agenda once they arrive.
“We’re not seeking anything in particular from SXSW, but looking at our itinerary it’s clear we are holding up the fest as a holy event of sorts,” says Alspach. “We’re sacrificing five days for two shows and are expecting to endure all manner of inconveniences,” he explains. “Our tour-sustainability practices are going out the window for SXSW as heading to Austin in March is compulsory for any band that really cares about what they’re doing.” It’s clear that bands regard any involvement, even if on the fringe of the festival, as an automatic career-booster.
Spies agrees that the extended programming is generally beneficial. “SXSW’s view is that, on balance, the unofficial action is a good thing. It creates a lot of exciting and creative events for Austinites, music fans, and people in town for SXSW.” He explains that the SXSW offices are mainly concerned with the logistics involved in haphazardly organized parties. “Some events can be a bit careless with safety concerns such as overcrowding and proper permitting.”
It’s no surprise that many shows have a tendency to draw seemingly unmanageable crowds; with conference badges costing more than many fans can afford in even the best economy, unofficial shows are gaining more publicity, sponsorships, and word-of-mouth buzz. Todd Patrick, a New York City-based promoter notorious for his free day shows at the now-defunct Ms. Bea’s, was even the subject of a documentary, Todd P Goes to Austin, a chronicle of his festival experience.
“On the one hand, it’s humbling and incredible that so many people take part in what SXSW has built over 24 years, and the creativity and passion that Austin shows is part of what makes this city so great,” says Spies. “On the other hand we’re not like most festivals, which set up a fence and control everything inside—the nature of our event in some ways is competition and the free-market.”
One thing is for sure: regardless of the rate of official growth, the hype and action surrounding the conference will continue to swell. This can only benefit bands brave enough to take charge of their own scheduling and doing whatever it takes to get their name out there may even earn them a spot on the official roster next year—but in the meantime, they’ll be drinking beer, sleeping in vans, and entertaining the badgeless masses.
www.myspace.com/havemercys
www.myspace.com/thepointsnorth
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