The South by Southwest Music Conference and Festival: Flying South for Exposure

Sometimes I wish that I could have been alive to see some of the great performers at their peak: Earth, Wind & Fire, Parliament, Michael Jackson, or be able to have attended great concerts like Woodstock. Today, we have our favorite performers that we want to see, but aren’t even aware that one of the best places that new and exciting performers are being discovered are at music festivals. The music festival is still alive, even here in the South, were the music scene is still fertile with new talent. One main reasons that the musical festival still has life is the one that began in Austin, Texas in 1987: The South by Southwest Music Conference and Festival, or SXSW (SXSW History, 2013).

Using Austin’s character and background, it’s vicinity to the University of Texas’ campus and great reputation as a popular party town, the SXSW festival grew from 700 registrants in 1987 to over 16,000 registrants. It has also grown to include the worlds of Film and Interactive entertainment into its festivities. 

You see, though this massive opportunity is world-renowned, heavily sponsored and brings together some of the most talented and well-connected  industry professionals in the world, its beginnings are still a part of what it still represents today. SXSW was a way to reach out to the rest of the world, and bring them to Austin to do business (SXSW History, 2013). But it has also become a shining example of how to bring together fans, musicians, industry professionals, music, technology, film and even education. This collection all in one place. Is it cheap, no. But is it beneficial? Well ask John Mayer. After performing at the 2000 SXSW, he signed with the Aware record label. After releasing his album the next year, Mayer earned a grammy for the song “Your Body Is a Wonderland”…but hey, who knows, maybe he fought over whether or not he could “afford” to go? Artists must pay their own travel and lodging, they make only a little bit of money if they are not headliners and will receive a wristband. I guess we know what he decided to do for the opportunity.