TEMBA Gazette, Running Commentary, March 11, 2011

Last weekend, as part of RISE University Day, Joshua Baer, founder of Other In Box, revealed his Five Secrets to a Killer Elevator Pitch.  The first technique, according to Josh, is to focus on the problem.  In other words, make them feel your pain.  Those of you in the Capstone course are very likely going through this very analysis with your ideas right now.

In 1987, the problem facing Austin musicians was simply getting exposure beyond the local music scene.  This problem was not unique to Austin in the pre-itunes days, as artists around the globe struggled with this very thing, but Austin, as is often the case, decided to do something about it. 

With a goal of “creating an event that would act as a tool for creative people and the companies they work with to develop their careers, to bring together people from a wide area to meet and share ideas,” SXSW was born. 

Founders expected 150 mostly local acts at the inaugural SXSW, but more than 700 registered, proving the problem was widespread.  Austin’s rich musical history was showcased like never before as music industry executives from around the world filled the bars and clubs to hear relatively unknown talent.  The problem had been identified and SXSW appeared to be the solution.

In 1994, film and interactive were added to the SXSW mix and one of the premier entertainment industry events was in high gear.  Today, attendance at sanctioned events is estimated at 200,000, creative new ideas are hatched, artists from around the world gather to make important contacts and the entire SXSWeek pours an estimated $113 million into the local Austin economy.  Problem solved.

With nearly 2,000 bands, five days of interactive conferences and hundreds of films; navigating SXSW can be overwhelming.  Never fear – the TEMBA Gazette is here to help.  As has become tradition, we are pleased to offer our must see picks for 2011. 

Our focus has always been on the music showcase, but thanks to some great research by the communications team here at McCombs and the work of the RTF crew over at the College of Communications, we are pleased to add some suggestions for interactive and film this year. 

Wow!  Props to Tracy Mueller, a writer, editor and social media guru at McCombs.  Her 27 SXSW Interactive Sessions for Business is spot on.  You can find her picks here,    http://blogs.mccombs.utexas.edu/mccombs-today/2011/03/27-sxsw-interactive-sessions-for-business.  Thanks Tracy!

The Department of Radio-Television-Film at the University of Texas is consistently rated as one of the top programs of its kind in the nation and rightfully so (maybe this plug will get me an invite to the RTF SXSW party at Progress).  Each year, they present a list of SXSW films to which current students, alumni or faculty have contributed.  Here is a link to this year’s list, http://rtf.utexas.edu/events/rtf-2011-sxsw.

Now to the music!  Wow, this year is tough.  I’ve spent hours and hours reading reviews and listening to select tracks in an attempt to come up with a few must-see acts.  I even enlisted the aid of Brian Hopkins in the 2012 class and want to publicly thank him for his help. 

In all honesty, you can’t go wrong this year.  Just find a venue and listen.  With the talent assembled, I’m confident you’ll find something you like. In fact, that’s one of the best parts about SXSW – finding that hidden gem. 

Last year, I saw Local Natives in the back parking lot of Urban Outfitters when they had already generated quite a bit of buzz.  The year before, they played to roughly 50 people in the San Jose/Jo’s parking lot on South Congress.  Tonight, they’ll play to a packed house at a sold-out show at Stubb’s.  That’s what’s SXSW is about.

Our picks for 2011:

Brian Hopkins’ Picks

Givers

The Fresh and Onlys-  “I always like bands that have some contradiction in what they do, and I read one of their reviews that does a better job of capturing this than I can, ‘While still jangly and poppy, it’s also a little gloomy, a lot new wave, with buzzy Joy Divison bass, squalls of wild psychedelic guitar, plenty of ooooh’s and aaaah’s, tribal drumming, angular riffing, a perfect mix of sixties jangle, and cold/new wave gloom. The production is lush, but also weird, and tripped out, ethereal and gauzy…definite contender for year ends best’."

Givers- “Haven't heard a lot from them, but a friend that writes about music for a living emailed me multiple times to tell me this is the one band to see.  They don't have the exact sound of Vampire Weekend or Grizzly Bear, but a similar feel maybe.”

Toro y Moi- “My favorite DJ.  Uses a ton of samples and weird beats that somehow work when put together. Seems like he is headlining about 10 shows over the course of the week.”

Antlers- “Put out one of my favorite albums from last year, but seems a little gloomy and dramatic for a sunny day in Austin, Texas.  However, their new album is supposed to be more upbeat with a combination of rock and electronic.”

Bright Eyes- “The perfect balance to a half week of skinny jeans and PBR overload.  Taking the family out for a picnic at the free Auditorium Shores show Saturday night to see one of the better lyricists of our generation.”

Thanks, Brian!  Great picks….though I’m not sure there is such a thing as PBR overload.

Trent Thurman’s Picks

Oberhofer

Oberhofer- “I challenge you to listen to Away FRM U and not have it stuck in your head for the rest of the day.  Frontman Brad Oberhofer is barely 20 years old, but has a very bright future if he keeps this up.”

Kurt Vile-  “If it’s good enough for Sonic Youth’s Kim Gordon, it’s good enough for me.  Gordon claimed in an interview that she listens to Vile all the time.  I’ve been listening to his Childish Prodigy album for a few months now.  Will be performing at the All Tomorrow’s Parties in the UK with Animal Collective later this year.”

JEFF the Brotherhood- “I saw this Nashville duo at FunFunFunFest last fall and have been listening to them since.  The brothers started out in the Nashville punk scene and have been getting quite a bit of attention lately.  They’ll also be giving away some 7” vinyl while in town, so be sure to check them out. 

Cults

Cults- “Pitchfork said it best when they stated ‘there’s more information on the wrapper of a candy bar than there is on the internet about Cults.’  The duo, film students by day, became somewhat of an internet sensation after posting songs to their bandcamp site….yes, bandcamp.  Listen to Go Outside and you’ll see why.”

Braids- “A blog post described Braids as ‘Animal Collective with a female singer.’  I can buy that. With an album released in January, this is the perfect time to catch this Montreal group that is already getting comparisons to early Arcade Fire.

So, there you have it. Enjoy the shows!