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Five Important Questions Artists Should Ask Before SXSW 2022

SXSW 2022

The return of SXSW is right around the corner. Are you prepared? These questions will reveal the truth!

After two long years away, SXSW is returning to the streets of Austin, TX, this March for a long-awaited reunion with the global music community. While the wildly popular event will continue to offer online participation opportunities, the world’s largest gathering of musicians and music professionals is ready to usher in a new, in-person age. How many will attend this year’s event remains unclear, but thousands are expected.

Whether this is your first or fifteenth SXSW, there is never a good reason to descend on the streets of Austin without first having a plan. Traveling to SXSW is expensive, so you want to be sure you’re getting the most out of your time and finances. It’s easy to spend a week in Texas going broke and come home with nothing to show (aside from sunburn and a hangover). You and your career deserve better, so if you’re going to make the journey to Austin, you better ask yourself these questions first:

Whether this is your first or fifteenth SXSW, there is never a good reason to descend on the streets of Austin without first having a plan. Traveling to SXSW is expensive, so you want to be sure you’re getting the most out of your time and finances. It’s easy to spend a week in Texas going broke and come home with nothing to show (aside from sunburn and a hangover). You and your career deserve better, so if you’re going to make the journey to Austin, you better ask yourself these questions first:

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 it 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 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, fill in every event you need to attend, and then review the list and slim it down until only the essential events remain. Once that is complete, work together with your band members and anyone else going to Austin with you to devise ways to promote your 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?

Over 1000 artists perform during the week of SXSW, and more than 90% will walk away without seeing 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 can bring to themselves during the week. If your promotion plan is social media updates and handbills, you probably will not see a tremendous impact on your career trajectory following the festival. If, however, you begin researching innovative marketing techniques for 2019 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?

Some bands 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 far simpler: Connect with the audience. Whether you play one show or ten, it only takes one person with the right connections to notice your music for your career to change overnight. Do not stress over the number 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?

Every successful marketing campaign begins long before the thing being promoted takes place.

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 you would love to meet up if they’re coming to SXSW. 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?

Before heading to SXSW, the worst thing you could do is to tell 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, do whatever you can to bring 50 people to your show. If you’re going 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.

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Artist Advice Business Advice Editorials News

What you should do while everyone else is at SXSW

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.

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5 Things to ask yourself when preparing your band for SXSW 2017

Can you believe the biggest gathering of music industry professionals and dreamers is less than a month away? 

SXSW is March 10-19 this year, and we have the tips you need to make sure your time in Austin is productive. Time is ticking. Don’t wait to get things in order because once your in Texas life will get crazy at an alarming rate.

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 2017 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.

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News

Plan Now: SXSW is less than six months away

This morning I was walking to work when I noticed the leaves were starting to change. The summer temperatures seem to be lasting a little longer than usual, but soon fall will be in full swing and before we know it snow will be in the forecast. The sight of the trees lead me to thinking about the future, and then it hit me:

SXSW is less than six months away.

In fact, in exactly six months there will be tens of thousands who are just getting home from their time in Austin. They will be exhausted, possibly sunburned, and many will swear they are never going to drink again, but all will have a head filled with memories of connections made and one-of-a-kind moments experienced. They will have new friends, new musical addictions, and a craving for the dry heat of Texas that they will cherish so much they won’t even mind the credit card bills they racked up on Sixth Street because every cent will have been worth it.

We have been going to SXSW for years now, and each one is honestly better than the last. There is an energy to the city of Austin during those two weeks that is palpable in every nook and cranny of the world’s largest music gathering. More importantly, there are passionate industry professionals from all walks of life looking to change the business for the better through collaboration and new experiences. You can meet the person who changes your professional life forever at SXSW just as easily as you could meet your next best friend. Some people even meet their future spouse at SXSW!

We do not get paid to say SXSW is a place where the most passionate music fans from all over the world come to celebrate the art form and consider where it may go in the future, but that is the honest truth. There is plenty to be said about the rampant corporate branding and whether or not allowing companies like Doritos to promote themselves by having Billboard chart-topping talent perform on a multi-story vending machine stage just several hundred feet from a complete unknown talent hoping to get noticed is “cool” or “on brand,” but at the end of the day none of that really matters. What matters are the experiences to be had, and they are truly unlike anything you will find in any other festival or city on this Earth.

This is all a very long-winded way of saying you should be planning to attend SXSW 2017 and that the time to plan is right now. You should actually have plans underway already, but if not this post will hopefully get you to get into motion. SXSW is costly and hectic. You can wing it if you so desire, but in order to make the most of your time in Austin you need to be meticulous about your preparation. Figure out how you’re getting in, book a hotel or AirBNB, and start looking into flights or estimated the cost of gas. It would also be a good idea to make sure your knowledge of hydration is up to snuff, and that you’re working out regularly as there will be a lot of walking under an often hot sun while you’re in Texas. After you’ve got all that going, make a list of what you’ll need to bring and what you hope to accomplish. As the March nears, beginning making plans with others planning to go and lay the groundwork for meetings you goals ahead of your arrival in Austin.

SXSW will change your life, but the extent of that change depends on the work you put into your time in Austin. Start now.

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5 Life Lessons My First SXSW Taught Me

The following post is the latest product of our ongoing content collaboration with Muddy Paw PR.

The one consistent piece of advice I received when researching what to expect from my first SXSW was to go with the flow, and plan for the unexpected. You will not make every showcase you plan to see, but you will end up seeing some pretty phenomenal shows by accident, etc. As it turned out, they were right. My experiences in Austin allowed me to come back reenergized and ready to take on the world. Part of that was the experiences themselves, but the other part was applying some key SXSW advice to my daily life, and to the always teetering work-life balance. So what SXSW lessons can you apply to your daily life? Well….

Flexibility is the key to happiness

As a small business owner, flexibility is one of the most important, yet difficult hurdles I’ve had to face. Being at SXSW challenged the neurotic planner that lives within me, and forced me to be ok with doing things on the fly, and not having a set schedule. The world didn’t end if I missed a showcase, and I didn’t allow myself to dwell on the “what ifs.” Instead, I chose to go with the flow and tackle what was in front of me, and what felt right. If a friend mentioned an event a few streets over and it coincided with a panel I planned to see, I quickly weighed the pros and cons of each, before going with the one that made the most sense in that moment. I didn’t spend hours or days agonizing over decisions like I might at home.

Don’t get me wrong, there’s a benefit to taking your time with decisions and being responsible—we can’t always do what feels good, or we’re going to sink our careers pretty quickly and end up watching Netflix full time. But there’s something to be said about kyboshing all the back and forth agonizing over smaller tasks and just sticking to your gut. The time you save wondering if every decision you made was the right one will allow you a lot more time to focus on growth.

Make time to have a little fun

For all the years I’ve longed to go to SXSW, I’ve envisioned it as a giant networking opportunity. A chance to meet others in the business, pull in new clients, and network like there was no tomorrow. And don’t get me wrong, it’s all those things—but what I didn’t expect was that the real networking would come into play when I was having fun, hanging out with friends, and getting introduced to others under their wing. Not to mention, the more time I took to just relax and enjoy the company of the people I was with, the more positive I was, and the more I felt I was attracting the right kind of networking opportunities. Back in the “real world”, it can be easy to get sucked into a constant loop of work, with no real end in sight. By remembering to take the time you need to step away, get out of the house or office, and spend some true quality time with friends, not only will your mental health thank you, but so will your creativity.

Have an agenda—but don’t be afraid to deviate

I touched on this above, but although I believe that flexibility in your SXSW planning is key to a great experience, I also believe that you should have a strong agenda going in—otherwise it’s going to be a really expensive vacation. Is your goal to network? Great. What does that mean exactly? What’s the purpose of your networking? To book more gigs across the country? To find an investor for your business? To find new clients? Find your purpose for going and outline the steps you plan to take to make that happen. If it means setting up business meetings ahead of time, do it—and don’t wait until the day before you leave. Make a plan, and do your best to stick to it, but don’t be afraid to deviate from the plan if you feel like something else might be a better fit.

This idea of having an agenda yet not being afraid to deviate is one of the most powerful lessons I took home. In the back of your mind, you should always know your purpose—as an artist, business owner, professional, etc. Everything you do should be getting you closer to your goal, and that goal should always be kept in the back of your mind. Yet, if something you hadn’t planned or thought of comes across your path that you feel makes more sense, or will accelerate your career, don’t be afraid to explore that option.

Appreciate the little things

So many of the experiences I had at SXSW were grand in nature. Focused panel topics, well-laid out brunches, and meticulously planned showcases dotted my schedule. While all of those things were incredible, some of the most memorable moments I had happened while I was indulging in the little things, like eating breakfast tacos with friends the day before leaving, or grabbing free merch from a friend’s showcase. It was all the tiny little moments that no one talks about and most people never remember that made my experience as remarkable as it was.  Taking that philosophy home, I’m learning to take small moments and step back so that I can appreciate all the tiny little moments that make life worth living. Things like the taste of a really good scoop of ice cream. The way the spring air feels on my skin. My dog wagging his tail when he knows it’s time to go for a walk. These are the things that make life beautiful. No one ever died saying “I wish I’d worked a little harder and spent less time hanging out with loved ones.”

Get inspired

One of the most magical things about SXSW was how inspired it left me. Seeing so many friends, attending so many showcases filled to the brim with talented musicians, and seeing so many people chasing, achieving, and living their passions left me wanting to fight 10X harder for mine. It’s a simple thing: the more you surround yourself with inspired people, the more inspired you’re apt to be. After all, we are the average of the five people we spend the most time with.

Coming home from Austin, I was tired, but I was also filled with hope. I was exhausted, but I was renewed with energy, passion, vision, and drive. I felt determined to continue to surround myself with as many driven and inspired people as possible, eliminating anyone who drained my energy or brought me into any mindset other than a successful one. Take this time to think hard about those you surround yourself with. Are they making you a better person? A better artist? A better business owner? Find those people that are—your people and don’t let them go.

Imagine all the things you can do when you learn to relax, have fun, and surround yourself with other inspired, passionate people. Imagine all the goals you’ll check off, and the impact you can make. It’s easy to get bogged down with the day-to-day cycles of work, but you got into this industry because you loved it, and because you felt it was your calling, right? So remember to have some fun along the way and enjoy the successes you’re given. Otherwise, what’s the point?

Angela Mastrogiacomo is the founder and CEO of Muddy Paw PR, a Boston based public relations firm specializing in personalized campaign initiatives for independent artists, as well as music blog Infectious Magazine. She is also the curator of several chapters of the music community Balanced Breakfast, which currently operates in 12 cities including San Francisco, Los Angeles, Austin, Nashville, Toronto, Portland, and many other music cities. She loves hanging out with her dog, eating ice cream, and a good book. Read more at https://angelamastrogiacomo.wordpress.com/

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The night Julien Baker changed my life

The following editorial was written in response to an experience our own Marketing Manager, James Shotwell, had while attending SXSW in Austin, TX last week.

You wouldn’t be wrong to assume there is a significant lack of new music discovery taking place at South By Southwest. Having attended the world’s largest annual music conference nearly ten years in a row I have witnessed a slow, but steady growth in the number of already established acts taking center stage in Austin during the one week everyone is supposedly setting aside to find out what is next for our industry. From Deftones and Drake, to Future, Erykah Badu, and even country icon Loretta Lynn, SXSW 2016 might have been the most star-studded installment of the now thirty-year old event to ever be held. Still, for those willing to skip the headliners performing more or less for free on every block, there is a lot of great music waiting to be heard, and late last week I stumbled across an artist who almost immediately turned my world upside down.

The Parish is a small, but beautiful venue nestled above a pizza place on Austin’s world renowned Sixth Street strip that boasts a capacity of just 450. When I arrived at the base of the venue on Thursday night the sun had just begun to set and the St. Patrick’s Day crowd on the streets was becoming increasingly inebriated. A pair of friends in music PR had told me to catch a set from Julien Baker, a young female singer-songwriter signed to 6131 Records, because they had seen her performing in a church the night before and had claimed to be moved to tears by her voice. I was skeptical, not to mention as sober as the day I was born, but I figured there must be something to this largely unknown talent if she could have made such an emotional impact on people who spend their lives seeking out new talent.

In the minutes before Julien took the stage I surveyed the room and found a healthy mix of young and old people from all walks of life staring intently at their phones from various corners of the venue. The crowd near the stage was sparse, or at least it was until the lights began to fade, but the energy amongst them was palpable. These were people who had waited hours, if not days, for a chance to see Julien perform. I, however, had no idea what the fuss was all about. Singer-songwriters are a dime a dozen after all, so how could one woman with no accompaniment other than her electric Fender six-string and a looping pedal demand such reverence in a place where everyone had spent at least one or two days being fueled by free drinks and cheap tacos?

Julien’s arrival on stage was met with the kind of applause that can only come from people who are expecting the person on stage to move them on an emotional level. The excitement was clear, though just a bit restrained, as if those cheering were simultaneously shuffling the items around in the backpack, fanny pack, or purse to find that one small package of travel tissues their mother or significant other had suggested they take on this trip. I didn’t have such items on me, and as I observed several people pulling the sleeves of their hooded sweatshirts over their hands I realized others were facing the same dilemma as myself. We had all come to see this artist who was unquestionably gaining buzz, but none of us were entirely sure what to expect from her performance.

If I told you I knew the songs Julien opened with I would be lying, but by the time the second song in her set was complete I felt a familiar shiver run down my spine. In the span of what couldn’t have been more than five or six minutes the crowd near the staged had swelled to the point that the venue felt packed. No one was pushing and no one was shoving, but something was clearly making a very meaningful impact. I swiveled my head from left to right as the third song began and my jaw slowly became unhinged as I witnessed men and women, from teens to grey-haired adults, trying their hardest to not bring attention to the fact their faces were soaked with tears. Every now and then I would catch someone wipe their eyes with my peripheral vision, but most let their emotions flow. They didn’t sing, they didn’t dance, and they definitely didn’t try to engage with Baker from the crowd. They, and by they I mean more than ¾ of the audience I could see, seemingly wanted nothing more than to live in the moment. It didn’t matter what song was being played or what was happening outside the Parish walls because for a short amount of time they and I were able to co-exist in a moment made special by one woman, a guitar, and a voice that must be heard to be believed.

By the time Julien reached “Everybody Does,” a song that details the feeling of believing no one will want you if they know the real you, something in me began to shift. The best way I can describe the rush of what felt like fresh blood through my veins is to say it was like the first time you realized music was more than something that played in the background while the rest of life was taking place. It was slow and gradual at first, starting at the tips of my fingers and moving up my arms like the worst case of goosebumps you have ever known, and as the sensation reached my heart I could feel my chest swell with a sense of knowing that something had struck a chord deep within my soul. The melody coming from Julien’s soft-spoken voice had touched on something even I didn’t know I was avoiding, and within a matter of moments the recognition of that fact became too much for my small frame to contain. Like those around me, I too began to cry, but not necessarily because I was sad. I cried because, for once, I felt as if someone got me in a way few people ever could, and it was clear from the lack of dry eyes in the room that others felt the same.

That old adage about how when music hits you feel no pain is a lie. The best music is the stuff that crawls under your skin and into your bloodstream, submerging itself within your DNA strands, and through doing so exposes secrets you’ve kept locked away from everyone, including yourself. As Julien Baker strummed ever-so-softly on her faded yellow guitar I could feel her music seeping into my pores. Her angelic voice bounced off the walls of the crowded venue where everyone had gathered to see her perform and she took it all in with a level of grace and humbleness rarely found in alternative music today. I don’t know if she could see everyone who had come to see her perform, but she could certainly see far enough to grasp the impact she was having on the audience. As her voice rose to hit the highest notes her eyes gazed upwards as if to beg the heavens for relief from the weights that seem to be shackled to her heart’s every desire. I looked up too, though not in hopes of relief, but rather of thankfulness for the moment I was able to experience. As the chaos of a week-long music festival roared outside there was a calm in the room that is hard to describe. The people in that room, myself included, were not concerned with anything on the planet other than the person standing on stage, and for the entirety of her set Julien Baker maintained that unshakable hold on our collective attention spans until time demanded she release us back into the madness of the outside world. We didn’t want to go, and in a way I think she didn’t want to either. We had all just been a part of something special, and the memory of that time will continue to inspire me every day of my life moving forward.

James Shotwell is the Digital Marketing Manager for Haulix, as well as the host of the Inside Music Podcast. He is also the Film Editor for Substream Magazine and co-founder of Antique Records. Whenever free, James tends to spend his time watching Law & Order reruns while playing with his two fat cats, Chub E Chubs and Paws Von Trier, in his tiny Minneapolis apartment. If you like the article you just read you should probably follow James on Twitter.

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Inside Music Podcast – Butch Vig (The Smart Studios Story)

On this very special bonus episode of INSIDE MUSIC, host James Shotwell shares raw audio from a conversation he had with legendary producer and musician Butch Vig during SXSW 2016. Butch was in Austin to promote the new film ‘The Smart Studios Story,’ which tells of his famous recording facility in Madison, Wisconsin, and all the amazing albums that came out of it. Butch and James discuss the film, as well as Butch’s history in music, his love of The Replacements, and what fans can expect from the new Garbage album that is coming out in July. Unlike most episodes, this conversations was not originally planned as a podcast, but the results were show good we wanted to share them with everyone. Enjoy!

The music you hear in the beginning of this episode is “I Think I’m Paranoid” from Garbage. Look for the band’s new album to hit stores sometime this summer.

You may already know this, but Inside Music is now available on iTunes! Click here to subscribe.

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Monday Motivation: 3 SXSW Artists You Need To Know

If you’re anything like me, you probably started the day by recognizing that the start of a new work week had indeed arrived and then immediately began shaking your fists at the sky in anger. Monday is rarely anyone’s favorite day, and from what I have seen firsthand it feels safe to say it’s the one day of the week some people outright hate. I guess to them the arrival of the work week symbolizes the end of their quote/unquote freedom, and as a result they head into the office/factory/restaurant/store with a negative outlook already on their mind. This leads to bad attitudes, which only makes the experience of being at work worse, and for some reason it also seems to make time slow to a crawl. We’re not about that life, and we hope this post can do the same you that the song contained within it did for us.

South By Southwest begins tomorrow, March 15, which means there are currently hundreds of musicians from all over the globe making their way to Austin in hopes of furthering their careers while playing anywhere from one to ten shows, if not more, in the coming days. To say this believe is a little absurd would be hard to deny, but history has proven time and time again that every year there are several acts whose time in Austin helps propel them into the national spotlight. 2015, for example, kickstarted the global obsession with Courtney Barnett’s insatiable rock talent, as well as our Leon Bridges’ new take on old soul music. No one knows who will be the next to pop, but we have found five artists we believe everyone, including those not attending SXSW, should make time to know in the days ahead.

In The Whale (Twitter)

Hailing from Colorado with a take on rock and roll that is almost as raw as the bison liver Leonardo DiCaprio ate in <em>The Revenant</em>, In The Whale is a two-piece group whose sound and energy rivals any genre peer you can name. To see the band perform is to reconnect with what first made you fall in love with music. It’s loud, wild, unpredictable, and unquestionably born from a place where the only goal is to entertain. We first caught the group while they were appearing as part of Riot Fest 2014, and ever since we have been impatiently waiting to see them rise to the heights of rock success we believe they deserve. With a new album release on the horizon, 2016 feels like the year In The Whale take the next step towards becoming industry mainstays, and SXSW is the perfect place for that evolution to begin.

Cousin Stizz (Twitter)

Most people associate New England with the numerous rock bands the upper Northeast has produced, but those hoping to discover the next Aerosmith will not find the sound they seek with Cousin Stizz. Instead, they will discover something even better. Channeling a wide array of hip-hop influences through a very specific sound, Stizz has been putting Boston rap back on the map since his Suffolk County mixtape dropped in mid-2015. With the recent viral hit “Super Bowl” still in regular rotation with underground rap fans, Stizz seems poised for big things in the months and years ahead. This SXSW may be your last chance to catch the emcee in a small venue setting. Don’t miss out.

Slingshot Dakota (Twitter)

If you have been following our blog at all this year you already know that we are huge fans of Topshelf Records duo Slingshot Dakota. The group has just released one of the year’s best albums, and they will now kickoff what will quickly become an extended period touring with a slew of shows around Austin. We expect material new and old, all of which will be met with applause and cheers. If you have been hunting for the next big thing in indie rock, look no further than this group. We promise, you will not be disappointed.

James Shotwell is the Digital Marketing Manager for Haulix. He is also a professional entertainment critic, covering both film and music, as well as the co-founder of Antique Records. Feel free to tell him you love or hate the article above by connecting with him on Twitter. Bonus points if you introduce yourself by sharing your favorite Simpsons character.

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SXSW 2016: The 11 Must-See Music Panels

Welcome to the second week March! Having survived the wintery tundra most of the world refers to as January and February, we have finally arrived at the third month of the new year. There is a good chance the cold that has our country in a stranglehold will largely remain in place during the weeks ahead, but for those of us in the industry we know that this month does provide a temporary escape for those able to afford a week in Texas. South By Southwest, otherwise known as the world’s largest music conference and festival, takes place the second and third week of this month. We’ll be on site from March 15 all the way until March 20, and we hope any of you planning to attend will make it a point to say hello. In order to do that however, you will likely have to find us as we move from panel to panel throughout each day.

Concerts and screenings always steal the spotlight during SXSW, but the panels (sometimes referred to as ‘sessions’) are where to real work is accomplished. It’s in these gatherings, which can range from one on one chats to one speaker addressing hundreds at a time, that the state of the industry is openly discussed, questioned, and (hopefully) made better. We will be conveying much of the information we gain through these sessions on the blog, but we’ll be the first to tell you that our secondhand advice is nothing compared to getting your information from its original source. With that in mind, we’ve settled on a list of 10 panels we feel everyone who wants a leg up in this industry should attend. This isn’t to say the rest of the panels offered are subpar, but these topics are one we feel passionately about, and we’re excited to see how some of the industry’s greatest minds hope to see the conversation around these ideas evolve moving forward.

Your Music Startup Sucks… Just Kidding, Get PR! 

When: Tuesday, March 15 (5-6PM)
Where: Austin Hilton Downtown – Salon B 

A few simple words can help draw attention to your music tech company. PR veteran Dmitri Vietze (CD Baby, Rumblefish, LyricFind, GigSalad) will give you an overview of press pitch development, the PR cycle, timelines, and higher level PR tactics and strategies. Emphasis will be placed on the types of story angles that generate positive press reactions. Dmitri will also discuss how PR fits with business development and overall strategy. Time will be allotted to help audience members brainstorm their best press angles. Whether you are handling your company PR yourself or considering hiring out, you won’t want to miss this information-filled practical presentation.

Back From the Dead: Is Rock & Roll on Life Support

When: Wednesday, March 16 (2-3PM)
Where: Austin Convention Center – Room 10C

Media and industry executives discuss the trend of rock, hard rock and metal being sidelined as a genre, rock radio stations closing shop, market share down, big names getting old and tired, and nothing new on the horizon. What will happen when the old guard dies and we are left with Shinedown? The truly great eras of Rock and Roll have been defined by great change, birth of Metal, Hardcore and Punk, Grunge, Nu Metal and now? We have passed the decade bridge with nothing to catapult the genre forward, is rock music capable of breathing on its own? Or is it time to buy the headstone?

The Network Effect: Transparency in the Music Industry 

When: Wednesday, March 16 (3:30-4:30PM)
Where: Austin Convention Center – Room 8C

While a streaming future promises the possibility of unprecedented transparency in tracking and reporting revenue and statistics, massive industry-wide data challenges stand in the way. Ironically, the collaborative, interconnected nature of the music business is the both a root cause of these data challenges, as well as the key to their solutions. This panel will examine the progress and contributions companies and individuals are are making in the space, and discuss the challenges in building a networked, more transparent music ecosystem.

DIY Music PR: The Secrets of Pitching Your Band 

When: Thursday, March 18 (12:30-1:30PM)
Where: Austin Convention Center – Artist Central in Ballroom E

The dream scenario: you enlist a top-notch music PR firm to successfully pitch your band to all the best tastemaker blogs and magazines, catapulting you into a whole new level of musical success. The actual scenario: you’re borderline broke, so you need to master the art of pitching yourself to the press. But how do you get taken seriously without professional representation? How do you build up a press list? What’s the recipe for a pitch email that not only gets opened, but read and responded to? And finally, how do you determine when it’s time to bring on a publicist? This all-star panel of veteran journalists and publicists will answer all of your burning questions about getting press.

Preservation Tips for DIY Labels & Indie Bands 

When: Thursday, March 18 (2-3PM)
Where: Austin Convention Center – Room 10B

Technological developments in the past 20 years have made it easy for bands and labels to succeed with little more than laptops and Dropbox. Unfortunately, very few people know how to prevent losing the work of their band, or their label. This presentation will focus on practical physical and digital preservation techniques for indie bands and record labels. Beginning with the results of a survey we conducted on how DIY record labels keep track of their work, we will present concrete solutions to preservation issues faced by labels and bands, whether their work lives on a hard drive or on a series of cassettes stashed in a closet.

Music Content Value in a Post-Ownership Age 

When: Thursday, March 18 (3:30-4:30PM)
Where: Austin Convention Center – Room 17A

Technology-driven disruption – from piracy and digital downloads to YouTube and streaming – has created an endless supply of easily accessible digital music content. The good news, music has never been more popular. More people are consuming it in more ways than ever before. The not so good news, fans no longer see a need to own, so it’s becoming less and less viable to make a living from content alone. This value shift requires a fundamental rethink of music industry business models and how music media, in all its forms, is produced and used. This expert panel will debate and discuss this changing landscape, what these new models look like and what role content will play in this ‘new normal.’

Bringing Out Your Fans in the Digital Age 

When: Friday, March 19 (12:30-1:30PM)
Where: Austin Convention Center – Artist Central in Ballroom E

Touring is now the main income source for many artists, and also an important platform to develop and break artists. So one of the most important challenges for artists in furthering their careers is: how do you get your fans out to your shows? We’re going to put a contemporary spin on this age-old question. In the digital era, with a wealth of data available to artists, how do we best harness and use this data to get your fanbase to show up? We’ll be digging into our playbooks to share new techniques, addressing the question from different perspectives for artists at all stages in their careers: from DIY to developing to superstar.

Digital Distribution & Security: The End Of Piracy 

When: Friday, March 19 (2-3PM)
Where: Austin Convention Center – Room 10C

In 2015, knowing how to securely share your new and unreleased music with industry professionals and journalists alike is one of the most important things you need to understand in order to succeed. There are a number of methods currently being used to share promotional music right now, from cloud storage services, to digital promotional platforms, streaming services like Soundcloud, and even file transfer sites. This panel will cover the status of the war on piracy and the best methods for promotional distribution today. We will also touch on which services allow for customization of presentation, as well as digital security (watermarking, automated takedowns, etc.).

How to Build a Disruptive Music Brand 

When: Friday, March 19 (3:30-4:30PM)
Where: Austin Convention Center – Room 17B

With the ever changing model of the music industry, we will be talking to some of the biggest new music brands to come out of the new media industry. The Disrupt session will be with some of the UK’s biggest music brands who are responsible for 100 millions of hits on youtube, breaking new artists and creating and realising new products to their owned audiences. We will highlight their story when growing their brands, from bedroom to boardroom, their key learnings with case studies while gaining a better understanding on what they believe it takes to create a disruptive brand in music industry.

From Vine To Signed: The Future of A&R

When: Saturday, March 20 (12:30-1:30PM)
Where: Austin Convention Center – Room 17B

In the last two years there have been several success stories of artists crossing over from YouTube, Vine, and other social platforms into the mainstream music industry. We have seen artists like Shawn Mendes and Lindsey Stirling debut in the Top 1 and 2 sales positions. Where is this trend going and how are labels really integrating social platforms, mobile apps, and data into their talent discovery and artist signing strategies? What are the best platforms and apps for new artists looking to get discovered? Our panel of experts will discuss the future of talent discovery and the integration of the mainstream music industry with the social music space.

Small Live Music Venues – Who Needs Them Anymore? 

When: Saturday, March 20 (2-3PM)
Where: Austin Convention Center – Room 17A

Across countries, all around the world, small live music venues have been the backbone of the live touring circuit for bands & local music fans for decades. Now, venues are facing challenges from rising costs without rising revenues, artists touring less for the same reason & new residential neighbours bringing noise issues. How do these changes affect established venues & artists at all levels, local communities that want a place to see live music & what is being done to keep the independent spirit alive? We explore how venues are fighting back, how the industry & government should, could & is supporting them and be how artists feel about these venues in the past, present and future.

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A Beginner’s Guide To SXSW (Part 1)

SXSW begins less than a month from today, and the music portion of the world’s largest festival is only a few day further away than that. We will be on site March 15-19, and we’ll be hosting a panel regarding the future of digital promotional distribution that Friday, March 18. We hope to see many of you there, but even if you go and we do not manage to connect we want you to be as prepared as possible for everything Austin has in store. SXSW can be the best time of your life, but it can also be a total waste of time. Preparation is everything for those hoping to cover the next big artist or get face-to-face with industry heavyweights, so we created the following guide to make sure you know exactly what to expect as you prepare to travel to Texas in the coming weeks.

Clothing

You never really know what to expect from the weather in Austin. There are years when skies are forever gray and it rains nearly every day, but other years it’s sunny and so hot people from the North end up sweating profusely everywhere they go. The best approach to making sure you have what you need to stay comfortable on Sixth Street is to plan for everything. Bring short sleeve shirts and shorts, as well as a pair of jeans or two and a hoodie. You might also want to bring a jacket, but make sure it is a light one as the weather in Texas can change pretty fast and you don’t want to be stuck in a hot space with a heavy jacket.

As for footwear, you really need to fight the urge to wear sandals and bring reliable sneakers. The days at SXSW are long and the nights are often even longer. You may be in one venue or space for several hours at a time, but while there you will almost certainly be on your feet. Aside from a few rides via Uber or Lyft you will likely be walking everywhere you go in Austin and standing at every show. Comfort is everything.

Backpack/Fanny pack/etc

Most major airlines (except Spirit) allow you to bring one carry-on item in addition to your traditional suitcase. We suggest using this opportunity to bring along a backpack, fanny pack, or similar item that you also do not mind carrying around downtown Austin. You may or may not need to bring your iPad, laptop, notebook, or whatever with you each day, but when you do you will want something to carry those materials in so that your hands can remain free. There is a lot happening in Austin during SXSW, so for the sake of simplifying travel, as well as keeping your belongings safe, we highly encourage bringing a something to help carry your stuff around.

Items you may want to ensure are inside your carry-on include: 

  • sunscreen
  • charging wires
  • pens
  • pencils
  • business cards
  • promo items
  • the SXSW event guide you are given when picking up your badge/wristband. 

Like the Boy Scouts say, “always be prepared.”

Phone stuff

Are you one of those people who believe themselves too cool to place a protective case on your smartphone? If so, it’s time to take a hard look in the mirror and realize you’re just like the rest of us because SXSW is going to test the strength of your device regardless of whatever protection you may have in place. Between weather, alcohol splashing from cups, and the ever-present chance of simply dropping your device on the same Sixth Street concrete that has claimed the lives of countless other phones, there is more reason than ever to put your phone in some kind of case ahead of your trip to Austin.

Protect your ears

There will be numerous companies handing out promotional items at SXSX, including several brands offering ear plugs. Whether you choose to accept those freebies or not is up to you, but we highly advise you to make arrangement to protect your ears during your time in Austin. The venues for most shows are incredibly small and the sound is usually as big as can be without causing distortion. This is truly an awesome thing, but too much greatness can and more than likely will do longterm damage to your hearing. Come prepared to rock, of course, but also take precautions to ensure you are able to rock well into old age.

Arrange for interviews now. Expect those plans to change.

Everyone is short on time at SXSW, and the only way to ensure you have a chance to speak with the musician or industry professional you hope to meet is by making plans now. Publicists around the globe are waiting for emails from journalists, and as the beginning of SXSW nears the number of inquiries they receive day-to-day will continue to grow. Your best bet at getting face time with anyone important in Austin is to make plans to do so right now. Some may say they need to wait a week or two for confirmation, but at least your name will be added to the list, and that is farther than many will ever get.

Even if you receive confirmation we would advise against counting your interview or meet-up as a sure thing until the encounter actually occurs. SXSW is notorious for undoing the best laid plans, so it’s very likely your scheduled interview will be pushed or cancelled altogether by the time its scheduled occurrence arrives. Don’t take it personally, as it happens to everyone, but do make alternate plans in case such moment come to pass. Speaking of that….

Create a schedule. In fact, create two.

We’ve already told you that planning is everything, but it’s worth emphasizing further because that fact is never more true than when it comes to devising you SXSW schedule. Between now and the March 15 start of SXSW there will be literally dozens of performances announced featuring hundreds of musicians from around the globe. Some of them you may know, but most you probably will not, and we want to urge you to try and discover as much as possible during your time in Austin. Seeing the bands you know and love perform in small spaces can be fun, but there is nothing quite like the rush of seeing someone relatively unknown absolutely crush a SXSW crowd. Who knows? You could see the next big star just months before they become international sensations?

With this in mind, use the time between now and SXSW to explore the various pitches you receive for coverage at the festival. When you find something you like, be it a performance or a panel, add it to your calendar. When you fill up your week, open a new calendar and build an alternate schedule for yourself. If there are events you absolutely do not want to miss you should include them on both schedules, but also try to add alternate choices in case something prevents you from attending that particular happening.

We will feature more tips and tricks for making the most of SXSW in the weeks ahead. Stay tuned!

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