Austin, Texas — Even as the city it helped turn into a hipster mecca continues to grow at an astounding, blundering rate, the South by Southwest Music Conference somehow has turned more sedate, manageable, indie-spirited. And way better.
This year's installment of what's still the music industry's biggest annual get-together came together a lot like it did in the 1990s, when Austin was still a hippie-dippy college town with an inordinate amount of music venues. Today, it's a flourishing tech hub with sushi places creeping up on Tex-Mex eateries.
As the city made national news with its spat of package bombings — not forgotten, but not omnipresent amid the festivities — SXSW's 32nd year saw only a few big names like Keith Urban and T.I. crash the five-day party, which is down in numbers but still brings a couple thousand performers and 100,000 or so hanger-ons to town. Some of those visitors spilled over from the trendier SXSW Interactive tech festival.
Once the music fest amped up last week, newer or lesser-known acts got the lion's share of attention.
Those baby bands still didn't get paid much, of course; SXSW was the music biz's most notorious non-payer before digital streaming came along (a hot topic on the daytime industry panels). But the newbies who mixed it up seemed thrilledby the exposure for their live shows, the arena where musicians can still make money these days.
Playing to a smiley, Lone Star Beer-chugging crowd last Friday at the flagship store for Austin's burgeoning cooler company Yeti, cheeky Vermont pop-rocker Caroline Rose offered a sincere burst of gratitude.
"We may be the most grateful South by Southwest act of all time," said Rose, whose first album for a label landed last month. "We freaking love playing music. And it feels good to not play to no one."
Scrappy New York fuzz-punker Mal Blum delivered a similarly heartfelt speech during an official SXSW nighttime showcase Friday — a set that even the non-binary-identifying singer/guitarist admitted was otherwise cranky in tone.