Photo by Tye TruittHave you ever wondered what exactly happens when you apply to play SXSW, and how on earth they go about reviewing so many thousands of applications? We wanted to get all of the inside info for you, so we tapped Elliott Usrey, SXSW's music festival technical coordinator, to pull back the curtain on how one of the world's largest and most influential festivals chooses their talent.
Last year SXSW showcased over 2,300 acts. How many applications do you generally receive, and how long does it take to sort through them all?
We generally receive 7,500 to 9,000 applications each season. The process begins in July, and though we typically have most invites out before the end of the year, we continue reviewing and inviting through January. All bands know their status by the end of January.
What is the application review process like?
Each person who reviews an artist has his or her own process, but we're all just trying to learn as much about them as we can through listening and reading. We do that through the Sonicbids EPK and all links to other sites and articles about the act. We make notes and collect this information in a place where we can all chime in wherever needed.
What advice do you have for artists considering applying to play SXSW?
Think of it as a pitch or resume. We want to know as much about the artist as possible without having to read a novel. Be sure to offer more than one song and one sentence, though. Keeping everything up-to-date is extremely important.
While SXSW features a variety of genres, what trait do you think all artists playing the festival share?
They have to be dedicated. Every artist playing SXSW or wanting to play SXSW has to be dedicated to the job of performing. If you don't care to be there or don't have motivation, then we likely don't care, either.
What is the biggest misconception about applying to SXSW?
The misconception is that we don't listen to everyone who applies. We definitely review and listen to every act who applies to our festival. We have an open application system and encourage anyone to apply.
If selected to perform, what's in it for the artist?
Thousands of media reps, managers, publicists, etc. to start with. Invited artists have the opportunity to prove themselves in hopes of further developing their careers. Each performing member of an invited act will be offered an artist wristband, good for all Music Conference and Festival programming and artist-exclusive areas with free drinks and food. Domestic acts have the option to choose $250 for the group or $100 for a solo act, instead of wristbands.
What's your favorite SXSW memory?
My first year. Leaving the convention center on the first day of the music festival and walking into the streets to see an event that has to be experienced to be fully understood. There's been a lot of cool moments since then, but that's obviously something I'll hold onto.
Apply to play SXSW by October 10, 2014.
