The SXSW Diaries: D. Edward

Posted by D. Edward on Mar 31, 2015 09:00 AM

dedwardD. Edward. (Photo courtesy D. Edward)

Wondering what it's really like to experience SXSW for the first time? We asked three Sonicbids bands to share their journey with us in what we've dubbed "The SXSW Diaries." In this installment, follow along with D. Edward's firsthand, no-holds-barred account of the festival, and relive their crazy stories and lessons learned from SXSW 2015!

I've been a full-time musician for over 10 years, mainly playing and touring with other groups and artists. As I've focused on my solo career over the past three or four years, attending conferences such as SXSW have become increasingly more important. This year, I'm going to as many music industry events as I can, and I hope by this time next year, I'll look back and say it was all worth it.

What I expected

sxsw7Photo courtesy of D. Edward

Going into SXSW, I was hoping to expand my music network, learn about where the music industry is going with new technology, and discover new ways to promote and sell my music. I also hoped to learn and refresh my knowledge of social media etiquette and revamp my online presence, as well as hear some great new music. I hoped to learn more about Austin as a music city, and hopefully find venues that I could come back to perform at. Through all of this, my biggest concern was getting my band to Austin and working out all the logistics.

My first impressions

sxsw6The infamous SXSW crowds. (Photo courtesy of D. Edward)

Once I hit the ground, I have to say that the experience of SXSW was pretty amazing and overwhelming. There are so many people out and about in the downtown area, and it starts in the early afternoon, so by the time 6:00 p.m. hits, the streets are filled with people and the crowds continue to flow until well into the early morning hours. From the start of the week, the hoards of people are intense, and as the week goes on, the crowd grows. Luckily, Austin is super friendly and the "Keep Austin Weird" motto/attitude definitely is no joke.

The pros of panels

sxsw3D. Edward with the website critiquing panel. (Photo courtesy of D. Edward)

The educational aspect of SXSW is pretty amazing! There were so many great music industry panels. As a music professional, I'm really an entrepreneur, so I think part creative and part business. The business of music was at the heart of every panel I attended. The subject matter ranged from being a record label CEO, to collecting royalties, to building the right team, to copyrights and licensing, and so much more. Even though I've been a working musician for over 10 years, there's still so much more to learn.

My favorite panel was called "Band Website Extreme Makeover Part 1: Demolition Derby." They requested website submissions in advance and, if chosen, the site would be critiqued at the panel. Submitting a website wasn't required, and the panelists had some really good suggestions about what makes a great website. I thought even if mine wasn't chosen, I would get some good ideas to make it better. Of the few sites critiqued, they would choose one to do a complete makeover on. I was lucky enough to have been chosen as the one for the overhaul! This was so awesome for several reasons:

  1. Everyone on the panel and in the room now knows the name D. Edward.
  2. Bandzoogle began a social media campaign about the website makeover that included pics of me, CEO David Dufresne, Director of Artist Relations Dave Cool, and Cameron Coyle of Music Geek Services.
  3. I also was part of the panel (unofficially) on the final day, and I was able to give my quick "elevator pitch" to everyone in the room.
  4. Other opportunities have come up from being the one chosen that would not have existed for me because of the personal interaction with the web team.

I got a custom-designed website and more exposure at the unveiling panel three days later and more promotion on social media. At one point, most of the attendees at the panel had pulled up my website on their phones.

Music, music, everywhere

sxsw4D. Edward performing at SXSW. (Photo courtesy of Kate Garibaldi)

Of course, there was live music everywhere. The official shows I saw included Brandi Carlile, MansionAir, Lenka, the Plain White T’s, and unofficial showcases that included me, Katie Garibaldi, Travis Hayes, Survival Guide, and Abbott Kinney. My favorite unofficial showcase was the Balanced Breakfast Showcase, but I'm a little biased because I played it.

My favorite official showcase acts were Lenka and MansionAir because I wasn't familiar with them, and their music really spoke to me, and the sound was great. It seemed that a lot of the music in the East Sixth Street area was really loud – and not a good loud. I think the venues are really competing for people, and that's how the competition works. Protect your hearing and bring earplugs.

The best party I went to was the Texas Grammy Chapter Block Party. It was free to Grammy members with free food, awesome music including the Plain White T’s, and incredible networking opportunities. If you aren't a member of the Recording Academy, I would highly suggest looking into joining. Even if you don't qualify as a voting member, look into becoming an Associate or a Grammy U member if you're a student. The Grammy community is everywhere and really supportive.

What I learned for next year

sxsw5Take a pedicab! (Photo courtesy of D. Edward)

Overall, my experience far exceeded my expectations. I met new industry people (managers, label owners, lawyers, publishers, musicians, producers, etc.), sat on a panel, got a new website designed and a free two-year Bandzoogle subscription, plus made some other connections that could really be career-changing.

Don't drive

If you purchase a badge for the conference, take advantage of the official hotels and the shuttle service to and from the Convention Center. Many of the downtown streets are closed to driving traffic, and parking can be difficult, so the shuttle is your best bet.

If a shuttle pass isn't your thing, there are more than enough taxis, pedicabs, bike rentals, and the MetroRail to rely on. The MetroRail is free after 10:30 p.m. during the weekend, but leave yourself plenty of time, because the later it gets, the more packed it becomes.

Download SXSW GO, and plan ahead

If you buy a badge, download the free SXSW GO app, and use it to schedule the panels that you want to attend. The app makes it easy to put them on your calendar. If you're planning one-on-one sessions, reserve those early because they tend to get booked pretty early. Do512.com was the official unofficial site. The badge gives you access to exclusive events, shows, and even certain areas inside the Convention Center.

Next year, I will start planning out my strategy for SXSW six months ahead. Having had the opportunity to observe official and unofficial showcases, I noticed a lot of major differences. The unofficial showcases are challenging in terms of bringing equipment to the venue because of the street closures and other logistics. In cases like that, planning ahead is crucial.

Bring takeaways

I also brought business cards and my latest CD. The Convention Center is filled with industry people, and you never know what can happen or who you'll meet. So I gave away a lot of both; in fact, most of the panel speakers received a card and a CD.

Submit early, promote often

I spoke to the manager of the one of the official acts, and he said to submit through Sonicbids early to try and get into an official showcase. I would also connect with venues about three months in advance and ask about doing showcases around Austin. Promote your show before SXSW using Do512.com. Also, don't underestimate good, old-fashioned flyers.

Check the weather

Lastly, make sure you're prepared for whatever weather is heading to Austin that week. I'm glad I checked the weather before leaving and planned accordingly. I've learned that the weather during SXSW can run the gamut. Last year it was really cold, this year it was very warm and a little humid, then it rained and really cooled down considerably. I heard there were even tornado warnings one year.

 

If you're a musician and you play original music, I highly recommend attending and booking shows during SXSW if you can. It's a city and a festival that's open to original music, and from my experience, that's a real blessing. I can't wait to get started on my plans for next year's SXSW!

 

D. Edward is an Oakland-based soul singer, songwriter, and multi-instrumentalist whose latest release, "Love Is," was recorded at Chungo Boogie Music Studio and Fantasy Studios, and mixed at Jingletown Recording (Green Day, Machine Head, Iggy Pop). It was unveiled everywhere on October 21, 2014. The album also features Grammy Award winners Laura Sullivan, Steffen Kuehn, and Tony Peebles as well as Billboard Music Award winner Leah Tysse. His music is recommended for fans of John Mayer, St. Paul and the Broken Bones, and Seal.

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Topics: sxsw, Musician Life

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