SXSW 2012

Today starts the best week of the year in Austin, Texas. If you don't believe me then ask yourself any of the following questions:
What city are you able to see surprise (and I use that term loosely) shows by Bruce Springsteen, The Shins, Jay-Z and Mumford and Sons?
What city would even attempt to bring you these shows while also having countless movie premieres and the unveiling of new technology?
And in what city could you possibly be wearing shorts one day and a winter coat the next?
The answer: only in Austin.

SXSW means so much to so many that it is sometimes difficult to get that point across. It is memory building for the individuals that attend, life changing for the artists that perform and critical to the Austin economy.

I have lived in Austin since 1980 so, for me, SXSW brings back nostalgia as I have been attending SXSW for 20 years. While my other friends went to South by South Padre I was here working and discovering new music over my Spring Break. Sure, back then discovering new music meant catching The Reivers at the Cannibal Club or attending a showcase at Liberty Lunch with a lineup of The Old 97's, The Gourds, The Damnations and Kelly Willis. However, it also meant that you could see Rhett Miller walking around passing out cassettes of music that he recorded in Jr. High. Yes, I said cassettes.
Recently it means that I have been able to see big names in small venues. I remember my excitement when I walked through the gates to see Metallica at Stubb’s. I could hardly believe what I was about to witness. Out of my excitement I grabbed my phone and dialed the first person I thought of…my mom?

Me: “Mom, I am about to see Metallica at Stubbs…Stubbs!!”
Mom: “Aren’t they like 60 now?”
Me: “They’re still too loud for you…”

It has also meant a much more commercialized SXSW, which means the actual dollars I spend while downtown has dropped drastically. How is that a bad thing? I mean, Everywhere you turn someone is trying to give you free food and/or drinks. I was even offered half a sandwich last year by someone I later found out was not affiliated with SXSW at all. I’m glad I passed on that.

I hear people mention that they prefer ACL Festival over SXSW and I think that is because SXSW can be overwhelming. As we go over our schedules to see who’s playing where, what free parties we need to attend, etc. keep in mind how overwhelming it is for the artists (example: I believe The Delta Spirit is playing no less than 73 shows in 7 days). At any rate, this is a week where careers are made and dreams are realized. In a day and age where most music is torrented, the support of live music has never been more crucial. You won't see Susan Boyle or Rod Stewart dueting together at The Mohawk while patrons suck down $1 PBR's because their fan base actually buys albums. They don't depend on performing live like the artists that you will see this week slinging their own equipment around while running from venue to venue in an attempt to make it in the increasingly frustrating music industry. Their talent won't let them sit idly by and allow them to perform desk jobs. Are they frustrated? You bet, but they are physically incapable of not using their gifts of creating music. There is no way that anyone would actually choose to enter in to this industry. Theirs is a calling. So before you walk around saying things such as " I hate SXSW" or " I avoid downtown at all costs during SXSW," just remember that at one point you too had a dream of some kind.

I don’t know much about the City of Austin’s dreams because I don’t dream of Metrorail, but I would have to assume that their dream would be to keep SXSW here forever. Everyone wins when it comes to SXSW. Money flows through this city as if Bill Clinton were still President. It is a staple of the Austin economy and one that I’ll gladly support.

So, I challenge you, try SXSW…you’ll be glad that you did.