Austin, Texas - Fighting his way through a throng of crushed bodies desperately waving VIP laminates over their heads, an Austin policeman muttered the words on everyone's mind outside the Seaholm Power Plant. The same thought was thrown around all week by South by Southwest Music Conference veterans, who recognized that Austin's little-fest-that-could may have reached overload.
"I'm getting outta this motherfucker," he said. Talk about throwing your hands in the air like you just don't care.
Police jumped ship as fans jumped fences at Kanye West's wildly hyped (and yes, ultimately entertaining) late-night party with Jay-Z and other guests at a long-vacated power plant early Sunday morning. Arguably the biggest, boldest, brashest bash in SXSW's 25-year history, it was just the grand finale to a SXSW littered with long lines and short fuses -- and actual litter.
Two nights before Kanye's power play, there were more scenes of fence-jumping and elbow-bumping when the Strokes packed the riverfront park Auditorium Shores to its 20,000-person capacity. And only an hour into the conference's official start two Tuesdays ago -- typically a low-key warmup night -- one of the longest lines in SXSW's hazy memory had emerged outside Stubb's, where the Foo Fighters played their new album in its entirety (which the Strokes didn't, thankfully).
A couple of miles and worlds away from the Foo show on Tuesday, Austin's own Black Joe Lewis made a snarky comment at the Continental Club that proved prophetic: "You're paying all that money, waiting in lines, and then some dude cuts ahead of you at the door."
SXSW used to be all about discovering new bands like Lewis and his Honeybears, or about rediscovering veteran musicians like Johnny Cash (whose has-been status officially ended when he arrived as the keynote speaker at SXSW in 1994). The people doing the discovering were mostly just concert-biz insiders, record-industry professionals and print music journalists.
With the latter two job titles going the way of the Dodos (the birds, not the San Francisco trio that made a big splash this SXSW), Austin's big shindig has changed drastically in the past half-decade. College students whose parents won't let them go to decapitation-happy Mexico now use Austin for their spring break. Meanwhile, a wide cross-section of corporations has (like the college kids) upchucked all over the festival. Music-centric companies are one thing; every soda, car, clothing and gum company that hopes to garner a youthful image now plays SXSW.
The over-corporatization of SXSW has long been building, but the rappers-for-hire phenomenon seemed totally out of the blue this year. In addition to Kanye and Jay-Z performing for fast-ascending music-video site Vevo, the conference welcomed Snoop Dogg under a PepsiMax banner, LL Cool J at a Red Bull concert, Lil B with Diddy at the Fiat-sponsored Fader Fort, and Big Boi played for both MOG and PepsiMax.