In our never ending quest to help artists like you get awesome gigs, we caught up with SXSW alumni, The Frontier Brothers, to hear their advice about playing one of the biggest festivals in the world. Check out what they had to say about best practices when applying and making the most out of the experience.
Tell us a bit about your SXSW festival experience. What were the highs? Surprises?
As a homegrown Austin band, we certainly had some idea what to expect with SXSW. We've been attending and performing in an "unofficial" capacity for years, playing the storied day parties and events that have become such a big part the conference. So what is it like to play SX in an official capacity? There's a certain feeling of prestige associated; We were able to spend time in the artist lounge, at official showcases (which require a badge), and at seminars. Most importantly, we got to play a terrific Saturday night showcase at the Speakeasy in front of journalists, photographers, fans, and friends. If you've never been, SXSW is just a one-of-a-kind week.
What impact did playing SXSW have on your career?
Playing SXSW is an important milestone and resume builder in any bands career. When we found out we were accepted, it was a very validating moment, a reminder that part of the engine that is the music industry is paying attention and interested (in us). Here's the thing: SXSW will only be rewarding if you put in the same time and effort that you do in all areas of the music world. You still have to promote your name and showcase– this time along with thousands of other bands. You still have to arrange and seek out day parties (which are extremely important) and promotional opportunities. However, the official showcase will be a major feather in your hat as you plan your festival week. Companies, promoters, and party planners pay attention to SXSW buzz, so build off it! SXSW was a major success for us, opening a lot of new doors and leading to some exciting show opportunities, but it was still hard work.
If you were going to play the festival again, what would you do differently?
SXSW is a complicated beast! Next year, we'd like to really utilize the networking events and cross-promotional corporate opportunities that abound. There is so much advertizing money and effort put into SXSW which means a rare chance for bands to team up with tech companies, music corps., and other businesses for all sorts of brand building moments. The simple truth is, SXSW goes by in a flash, and it can be a bit overwhelming on your first time through. Take notes, notice what other bands are doing to get noticed, and don't be afraid to make calls.
What advice would you give to other bands applying to play SXSW?
SXSW is an artist friendly organization, and they are ultimately interested in the music. So put your best tunes forward when you apply and hope for the best. If you don't get in your first year, don't give up. It can take a few tries! Keep building your band and improving your music and they WILL notice. SXSW loves a band with momentum, so get some!
