EVENT REVIEW: South By Southwest (SXSW), Austin, Texas;
March 15 -19, 2000 [Part 2]
- Joann D. Ball
With listen.com lined up as one of South By Southwest (SXSW) Music's major sponsors, it was no surprise that the Internet was a hot topic and feature at this year's conference and trade show held at the Austin Convention Center during business hours on March 16-18th.
The Music section of the SXSW website (http://www.sxsw.com) offered online registration as well as details about the music festival, conference and trade show. The site also featured an Online Registrants' Directory which facilitated the networking process by listing the names and affiliations of all conference registrants who wished to be included. The availability of such vital information online certainly made it easier for registrants to schedule their activities and networking plans before arriving in Austin.
While the Internet certainly facilitates networking, nothing can replace personal interaction. Perhaps that's why newcity.com and garage.com wisely promoted their websites and offerings with tins of breathmints in the overflowing bag of freebies that all conference attendees received. A copy of Magnet Magazine, the CD sampler "A New Viking Invasion!" featuring powerpop from Sweden, and a multipurpose writing pen/container of bubbles advertising an evening with the Japan Not For Sale Allstars were among the various items included in the free canvas goodie bag.
Although free promotional items were also available at many of the exhibitor booths, information was the main priority at the dot.com dominated industry trade show. On-line music companies like San Diego/Carlsbad, California-based spinrecords.com (http://www.spinrecords.com) demonstrated their websites and explained their services. The House of Blues used a comfortable lounge area to promote its live music Internet site (http://www.hob.com). And Internet-based Spike Radio (http://www.spikeradio.com) webcasted from a crowded booth that featured DJ's spinning cutting edge techno, house and dance musics.
The proliferation of Internet-based music and entertainment companies evident at the trade show was also a popular topic at conference panel discussions. And the significant interest in all things Internet related expressed by panel attendees and presenters was often related to serious concerns about recent and anticipated mergers and consolidation within the radio, records and media industries.
One of the first noteworthy discussions of the issue took place at the "Internet Radio: Small Stream or Mighty River" session moderated by Bob Ezrin of Enigma Digital. A well informed panel featuring Pam Long, Senior Producer of the recently launched online entertainment outlet icast.com, and movers and shakers from Spike Radio, spinner.com and Jeff McClusky & Associates made it clear that Internet radio has tremendous potential to transform the music listening experience. While panelists were quick to point out that Internet radio has yet to generate profit and is largely kept afloat by venture capital, they were nevertheless optimistic about its eventual commercial viability. Panelists also suggested that Internet radio's future success stems from it being more receptive and responsive to listener feedback and its ability to provide greater programming variety than conventional radio stations. The panelists main message, however, was that Internet radio is still a work in progress with new approaches and technologies constantly addressing valid questions about access, sound quality, availability, content and delivery.
Another noteworthy discussion of the Internet revolution took place at the "Making Noise on the Net" panel, where musician and MTV favorite Thomas Dolby (now using the surname Robertson) discussed his new company Beatnik and provided insights about the potential of online music making and distribution. And at the packed session "Artists Only," Public Enemy visionary and rapstation.com founder Chuck D. and other musicians commented on how the Internet and merger issues effects artists and performers.
Unfortunately, Chuck D.'s optimism and enthusiasm about the Internet's potential is not yet the norm in urban and hip-hop circles. The untapped potential of cyberspace was all but ignored at the "Spreading Urban Music Nationwide" panel which emphasized instead traditional street level marketing and promotional approaches. And even though online music publications were only briefly discussed, the "War Stories: Writing About Music Then & Now" provided an informative and entertaining overview of how music journalism and criticism has also changed during the past three decades. Deputy Editor Evan Smith of Texas Monthly moderated an distinguished panel featuring award winning music journalist and myplay inc. Editorial Director Ben Fong-Torres, Rolling Stone Online writer and former Creem Magazine staffer Jaan Uhelszki, New York Times music writer Ann Powers, Rolling Stone biographer Stanley Booth and freelance writers John Morthland and Ed Ward. The panelists freely shared stories about travelling with bands, the ethical dilemmas involved in music journalism, and more recent industry practices that limit access to artists for interviews. Despite the various challenges, long hours and relatively low pay, the distinguished writers all agreed that a genuine appreciation and love of music was remained the main inspiration and primary motivating factor for their work.
Other important Internet-related discussions and presentations, however, took place outside the Austin Convention Center. On Thursday evening, British-based music and music technology company Dig PLC hosted a hip and lavish pre-launch party for its new MP3-GO products. MusicStore combines a CD player, digital jukebox and Internet music gateway and connects to both home stereo systems and personal computers, while SoulMate is a user-friendly portable MP3 player that makes it easy to download music from the Internet. Given the impressive presentation for both the new product line and the related online global music network (http://www.dig-Music.com ), its only a matter of time before Dig PLC starts a revolution in how music is played, recorded, listen to and managed.
The following afternoon, the newly formed Indie Alliance also promised to make a major impact on the music industry. Emphasizing a positive, artist-centered approach to the music business, the Indie Alliance informed and entertained industry professionals, artists and others at a crowded, festive and very friendly launch party. The Indie Alliance plans to cover all facets of the music industry, and includes Boulder, Colorado-based Ariel Publicity, Artist Relations and Cyber Promotions (http://www.arielpublicity.com) among the eight dynamic independent companies that have come together to do music business the right way.
In the past decade and a half, South By Southwest (SXSW) has grown from a premiere music conference and festival to incorporate separate film and interactive components as well. The official website is already promoting the SXSW 2001 film, interactive and music conferences and festivals, scheduled for March 9-18th. In the meantime, though, registrants at this year's event can continue networking online using the Online Registrants' Directory or by participating in ongoing online discussions of SXSW 2000 events. And all visitors to the SXSW Music section of the website can take advantage of direct links to band websites such as those belonging to VHS or Beta (http://www.vhsorbeta.com ) and the YoungBlood Brass Band (http://www.youngblood.brassband.com ), the two brilliant unsigned acts which I was greatly impressed by.
