sxsw marketing Archives

The biggest music festival and conference in the world, SXSW, is happening right now in Texas, but you don’t have to be there to get ahead this week.

SXSW Music starts today, and if you’re reading this, I’m going to assume that you are not in attendance. Haulix has traveled to Austin for this amazing week of shows and networking before, but this year we are staying home and working hard to develop the next era of our company. It was a tough decision, as it is every year, but we saw this week of chaos in Texas as an opportunity for us to get ahead while the vast majority of the industry was distracted with the madness that is Sixth Street.

The same is true for you. Every year we hear from professionals and those looking for work about how they wish they could be attending SXSW. The event has done such a good job positioning itself as a cornerstone in the industry that anyone who isn’t attending can fall prey to thinking they are missing out on something that could be life-changing. Whether or not that is indeed the case is another point altogether, but you have to appreciate the power of good marketing.

If you did not go to SXSW, then you should consider this week a gift from the Gods of the music business. This industry never shuts down, but for the next few days things will be slower than usual, and that provides you with a rare opportunity to focus on self-improvement rather than the minute-to-minute developments of the music business as a whole. Once the event ends, promotion for summer kicks into high gear, and after that we will all be focused on the fall until things slow down once more in December.

With that in mind, here are some suggestions of things you should do while everyone else is away at SXSW:

1. Your brand needs work. No, seriously, It needs work.

Whether you’re searching for a job or trying to get the attention of an A&R rep, you currently have a set of tools and resources you use to distribute your information. No matter how good your brand is, it can always be better. Review your promotional materials, cut unnecessary fluff, your designs, and make sure every word represents you the way you want to appear to others.

2. While everyone is scrambling to make it to the next big name showcase or catch a specific panel, you are free to discover and learn at your own speed.

Austin has a dizzying amount of options at any hour of the day, leaving most to scramble from event to event, often while consuming alcohol and binging on food that is far from healthy. That is not the case for you. Time is on your side this week, and without the rigid scheduling of SXSW to hold you back there is no limit to what you can see, do, or otherwise accomplish. Dig into research for your next big interview, listen to that growing pile of promo invitations in your inbox, or catch a documentary you’ve been putting off for the last few weeks. Stay busy, but know you’re not under the same pressure to perform that you feel every other week.

3. All those projects and tasks you have been pushing off to the side? Now is the time. Clear your to-do list.

Trying to find a full time career or record deal is hard enough without also trying to handle all the other responsibilities that come with being a music industry professional, let alone being a fully-functional adult as well. Between things you need to do to survive, the things you need to do to get ahead, and the things you want to do before your far too limited amount of time on this planet is up, life can often be overwhelming. With a large portion of the industry at SXSW this week you should feel free to take a little time for yourself as well. Catch up on the stuff that really matters. Not just for work, but for your own happiness and well being. There will be another week of industry madness in just 9 sleeps.

4. There is ample entertainment to keep you going, and you don’t have to wait in any line to enjoy it.

The beauty of SXSW in 2019 is that the vast majority of important events that take place in Austin will be broadcast online or uploaded within hours of completion. There will be tweets, Facebook Live feeds, Instagram stories, and a wide array of similar social media content available in real time. You have the best seat in Texas, and you are not even there. Take in the panels, pausing as needed for notes, and don’t be afraid to kick back while streaming a set or two after your work is finished. Just because you’re trying to get ahead does not mean you cannot have a little fun after the work is done.

Hello, everyone! Another work week is upon us, and we’d like to think the content we have in store is some of the best we’ve ever produced. We’ll have interviews, editorials, podcasts, and more in the days ahead, but we thought it best to start out with a bit of advice. March may feel far away, but SXSW will be here in no time at all, so now is the time to prepare for the world’s largest music festival.

This site exists to promote the future of the entertainment industry, and to do that we need input from people like you and your entertainment-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.

Last week I received a press release announcing the third wave of talent that will be appearing in Austin, Texas during the week of SXSW 2015. It was a great list that teased many potentially game-changing performances, but more importantly it reminded me just how close we are to the start of the world’s largest music festival. If you’re any better at planning than I you should have already booked a hotel, solidified showtimes, and began ordering whatever promotional items you’ll hand out up and down Sixth street, but I am willing to bet that is not the case for many young performers. So, with that in mind, I’ve compiled a list of questions every musician should ask themselves before making the trek to SXSW:

1. Do you know your travel plans and budget for the week?

Budgeting and planning a trip can be a headache, which is why many people choose to procrastinate nailing down the details of any journey until the last possible moment. If you want to make this SXSW the most successful is can possibly be you need to know your plan of attack as soon as possible. Book a flight (while you still can), lock in your lodging, and discuss amongst everyone coming with what your daily budget will be. Many events offer free food and drink, but those seeking water or actual meals will need cash in order to satiate their cravings.

Beyond budgeting financially, you will also want to begin discussing how you plan to use your time in the city of Austin. Create a calendar and fill in every event you absolutely need to attend. Once that is complete, work together with your band members and anyone else going to Austin and devise ways to promote you music and any performances you may have during the week. Assign each other tasks and brainstorm various approaches you can take to gain the public’s attention.

2. Speaking of promotion, how are you going to get the word out about your music?

There are over 1500 bands performing in Austin during the week of SXSW, and more than 90% will walk away without seeing much, if any change in their careers. We could go back and forth about the reason for this, but more often than not it boils down to how much attention the individual act is able to bring to themselves during the course of the week. If your plan for promotion is social media updates and handbills, you probably will not see a very big impact on the trajectory of your career following the festival. If, however, you begin researching innovative marketing techniques for 2014 and apply them to your efforts in Austin the sky is the limit. Creativity is key to success, and when you’re surrounded by literally thousands of creative people it takes something extra special to stand out from the herd. Do not let your art become part of the majority.

3. Are you focusing on your efforts on quality or quantity?

There are bands who believe the key to being noticed at SXSW is to play as many shows as humanly possible, but the real way to take your career to the next level is actually far simpler: Connect with the audience. Whether you play one show or ten, it only takes one person with the right connections noticing your music for your career to change overnight. Do not stress over the amount of gigs you have or the time allotted, but instead focus on delivering the highest caliber performance possible when the time comes. Remember: It only takes one person to change your world.

4. What are you doing right now to promote your time in SXSW?

The entire list of artists showcasing at official SXSW events was recently released, which means everyone with a publicist on their team is already at least one email into their promotional efforts for Austin. As an independent artist with few festival appearances under your belt, it would be a good idea to begin promoting and otherwise advertising your presence at SXSW as soon as possible. Reach out to bloggers, share your latest music and let them know if they’re coming to SXSW you would love to meet up. You don’t need to sell them right away, but you should at least make them aware of your plans. It won’t be long until publications begin compiling the ‘must-see’ bands of SXSW and with a little luck your group could make the cut. Click here for some additional tips on contacting members of the press.

5. What goals do you have for SXSW?

The worst thing you could possibly do before heading to SXSW is convince yourself that one trip to Austin will change your life forever. We’re not saying such things will not happen because they most definitely could, but the odds are incredibly stacked against you. Set achievable goals that will help you further your efforts in the long run instead of focusing on short-term success. If you want to play to 50 people, then do whatever you can to bring 50 people to your show. If you want to find a manager, order business cards and make plans to network whenever time allows.

SXSW works for those who know how to work it, and the first step to doing that is understanding you get out of your efforts what you put in. Those who do the work necessary to play at their absolute best and go out of their way to be creative with marketing are going to get further than the band with great hooks and zero following. It’s that simple.