Five Great Memories Of SXSW

It’s almost that time of year again. Spring break is right around the corner, and with it comes the influx of creative types to our fair city. It is time for SXSW in all its myriad of flavors. The most prolific (and original) part of SXSW – the music conference- starts on Wednesday March 14 with the Austin Music Awards.

It has been a while since I have been fully exposed to all that is SXSW, but I can say that I do have some great and fond memories of it from years long past. I may end up sounding a little “old school”, but as Dylan said, the times they are a changin’. SXSW has changed a lot over the years, of that there is no question. Nonetheless, here are five great memories I have of SXSW.

1. $25 wristbands. Yes, you read that correctly: a $25 wristband. And, imagine this – it would actually get you in to virtually any club or show, any time, any day. Those were the days when an attendee badge wasn’t a requirement to get in to the more popular shows. I distinctly remember the year that all of that changed. It was the Tragically Hip show at Liberty Lunch. While I stood in line with my wristband, I watched conference attendees with their badges stroll right in past me. I guess that was the end of the innocence, the year that SXSW became something different.

2. A plethora of bands in a short time span. There was a time when you could walk from venue to venue between sets, get into the next venue (even if it was standing room only), and see 4 or 5 bands (or more) every night. I remember one year in the mid-90s seeing 15 bands over 3 nights. Those were the days! Now, greater logistics and planning are required, along with getting to a venue early just to see a band an hour or two later.

3. The majority of bands were unsigned. Back in the day, SXSW was all about the unsigned band. No record contract? Yet to be discovered? Come down to Austin and play SXSW. That was one of the aspects that made the conference fresh, vivid, and vital. In its current form, SXSW has evolved into more of a “showcase of signed talent”. It certainly didn’t have its roots in someone like Bruce Springsteen as a keynote speaker and then having an “intimate” show.

4. SXSW was virtually underground - not industry insiders. In the early days, SXSW was almost an underground event. People came to Austin to hang out. It was almost anti-industry, almost to the point of being extreme. It was all the edgy music folks in old black leather jackets, hipsters here to catch a cool unsigned act. It was all about the vibe. And it wasn’t just another iteration of ACL or Lollapalooza. Now it is the industry folks that are here to watch their signed band do a showcase.

5. The music. After all of that, it is only fair to mention the best memory – the music. I can’t count the number of great live shows I have seen at SXSW. It used to be a musical adventure, an opportunity to explore so many great bands and new musical genres over 3 or 4 days. The bands had such a desire to “get discovered” that their showcases were always full of musical fire and brimstone.

For all those arriving this week – welcome! Enjoy all that Austin has to offer as the official (and undisputed) Live Music Capital of the World.

Postscript: Austin is a little less weird today with the passing of icon and unofficial ambassador Leslie Cochran. If you’ve ever spent any time in Austin, for SXSW or otherwise, you probably crossed paths with Leslie or met someone who had. Rumor has it that every March 8 will be Leslie Day in Austin. Leslie, may you R.I.P. – and, please, Keep Heaven Weird.

Photo credits: charlie llewellin