SXSW is a huuge fucking deal. I haven't completely figured out why yet. But heres the gist..
EVERY wannabe rock super star whom is currently struggling in the game that is the music industry comes to Austin, TX and puts on free shows all week. Lots and lots of free shows. This is done in the hopes that 'someone' will see you play and then you'll make it. and become rich and famous. Shinobi Ninja were there, and so was I, the tour manager.
Well for starters SXSW is getting more rich and famous every year, with some artists, ( or the labels rather) paying 10k for an Official SXSW showcase, and this was the 25th anniversary of SX. Thats a whole heap of $$$$.
What sxsw is in reality is a small piece to the infinite puzzle of making it in America. "I need a dollar". Sing it Aloe Blacc! Making it is collecting and aligning all the puzzle pieces that make the vast puzzle of success.
Its not all interviews, getting on the news, playing on a showcase with so-and-so and getting to meet so-and-so in the streets. ( DA did actually get on FOX 7 news. He's watching the street)
We hustle. We fucking hustle hard. "Everyday I'm hustling" Get em Rick Ross! We are up early; one of the first street teams to plaster our sticker/flier/whatever all over 6th street, ( the main strip of bars and venues where the music is held, and where the 10,000's of people flood the streets once they shut it down starting last Wednesday 3/16 until Sunday 3/20 for non-stop music, party, promotion, hustle, party, networking, more music, more party, and more music and more party. Let throw in some more hustle too for good measure.) Every light post and every tree; pink and blue Shinobi sticker, Music Tech Mashup showcase flier, Shinobi Ninja flier, repeat; like clock work. The city of Austin even saran wraps the posts because they know what is about to happened; for 6 days straight, 24 hours a day, artists and musicians from all over the country, the best and the brightest, will be stickering and fliering anywhere and everywhere anyone might happen to see, to get that one extra persons attention, and get one more person at their show. Shits crazy.
Our street team hooked us up and stickered the shit out of 7th street. Props. Even before our arrival into Austin, people were telling us how prevalent we were downtown. Hell yea! Preston, ( one of our street teamers) came up to us as we were doing the same thing, and couldn't believe the actual artists were in the streets doing it. Well you have to, if you want to win. You have to do all the hard work. And we are winners, we love hard work, we live for this shit.
They were happy to meet us, we were thankful for their hard work. Crack the dutch, break it down, roll it up, thats whats up. The Ninjas are generous people.
For every 24 hours of hard work, of sweat, of tears, of yelling, or practice, of magic, of creativity, of blood.. comes about 24 minutes of the "light". Free head phones, yay! Free sandals, sick! An awesome interview, righteous! Free fish tacos, hell maw fuckin yes! But you have to stay persistent, you have to raise your game, keep pushing, you have to always be getting better. Because if you not, I guarantee you someone else is. And thats what SXSW is all about. It gets all the people in the music biz who are on the front line every day busting their asses in any and every way possible, all for one week in the same place. It helps weed out the "weak", motivate the "almost theres", and pat the "we made its" on the back with a Woodie. ( The MTVU Woodie awards were held at the Austin Music Hall. Wiz Khalifia won, so did Chiddy Bang. Props.)
Shinobi Ninja played 9 shows in 6 days. 9 load ins. 9 high octane performances. 9 rooms full of people to network, lurking the best opportunities available. 9 load outs. 9 chances to get a little better at your set; at your job.
Not pictured is DJ Axis Powers who was DJing a party at the time of this interview.. we always hustling (Axis at SXSW) Pictured here with our favorite sponsor Skully Boom and their awesome portable speakers.
Personally, I couldn't have been more overwhelmed with my week in Austin, TX at SXSW. I was a SX virgin, my cherry violently ripped to threads by the vicious industry of music. EVERYONE in the music biz whom i know was there. I wanted face time with each, i got it with none. There was too much going on; shows, speakers, deals, meetings, PLUS we ran our own week long showcase at Lipstick 24. I didnt get to see any music, was too busy working our showcase, aand on top of that I'm still managing the Rock Hoodlums. Ahhhhhh up till 5-6am, then up at 10-11am to do it all over again. Crack the dutch, break it down, roll it up, thats whats up. Woody Wood and the Funky Bunch are ready for action.
A fasionista stopped Sergmatic and I walking through the street.
I learned more about business, the music industry, relationships, people, myself.. during hell week in Austin than I have the previous 23 years of my life. It was an amazing experience, and I cant wait to attend again next year. As i said, i unfortunately didn't get to see much music. However more about my favs such as OONA, Click Clack Boom, Bizaar Royale, Versa Emerge, Hey Guy, Kosha Dillz, and TheFive One on the way, just need to wait for some free time.. oh yea how about the 19 hour drive I have from San Antonio, TX to Burlington, IA on Saturday. Yesss, I cant wait.