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I wasn't there in the 90s; I can't swap stories about up-and-coming Austin bands and easy hotel bookings. But I do know that in 2012, superstar-level artists like Snoop Dogg, Skrillex, Train, Bruce Springsteen, Nas, Norah Jones, Jay-Z, and Mumford & Sons were the ones competing for most of the attention - not emerging, local artists. And it's becoming really, really hard to cut through this noise floor.
But it wasn't just huge bands and showcases this time. Like it or not, your noise competition at SXSW 2012 also included giant corporate advertisers with monster budgets. And it looked like this:
Which raises the question: is SXSW still a good idea for emerging bands, or even superstars? In terms of finances, the answer for superstars and more established acts is typically yes, simply because there are guarantees and sponsorship rewards involved. But in terms of attention, a number of superstars struggled to break through the noise clutter. Which means that smaller artists oftentimes faced a near-impossible challenge.
Here's a look at Twitter activity surrounding some of the largest SXSW artists, compiled by Twitter-tracking startup Monstro. Most experienced a reasonable gain, though in the case of Miike Snow, the performance also coincided with a new album blitz. And as you can see, some artists actually experienced lowered levels of sharing during the event.
That said, there were some interesting winners on the social circuit, most notably Wild Child and Delta Spirit.
But also, this sort of story.
More rankings and data at sxswcharts.com.
Clarissa Monday, March 26, 2012
interesting charts.
bammtv Monday, March 26, 2012
Go Wild Child! At least that's one success story from a deserving up and coming band.
@popmontreal Monday, March 26, 2012
Didn't even realize Norah Jones was at SXSW.
Maxwellian Monday, March 26, 2012
What are you [CRUNCH] talking about [CRUNCH]? SXSW was all about the music [CRUNCH]! Wow, these Doritos Jacked chips DO have a zing to them! [CRUNCH]
MisterSoftee Monday, March 26, 2012
I thought I was the SXSW lifer, but this year it finally jumped the shark and lost its soul. Won't see you next year.
@wampusmm Monday, March 26, 2012
SXSW is basically Sundance, which isn't bad -- but it isn't about indies anymore.
@ThomasBech Monday, March 26, 2012
Tror nu stadig på det.
@GoldandYouth Monday, March 26, 2012
24/7 BBQ alone was worth it.
@zacharycepin Monday, March 26, 2012
There's less than 10% success rate.
@DIJONES82 Monday, March 26, 2012
I knew I wasn't crazy...
@ONErpm Monday, March 26, 2012
SXSW is where Norah Jones fans go to get away from Norah Jones, apparently.
Ray Monday, March 26, 2012
Most of the bands I talk to love playing SXSW because it's a fun event. Most people attend SXSW because they love music. Can't we just have fun? Does it ever accur to people that musicians are not typically marketing folks always looking for some strategic angle to every show they play? Can't they just enjoy playing music at a cool event where there are thousands of people? Success does not come from playing one single event, but that single event can sure be a lot of fun to play!
Maybe Norah Jones fans were actually listening to the music and not stuck with their heads down tweeting every second during her set.
If you don't like SXSW, don't go. It will just free up a hotel room for someone else.
Visitor Monday, March 26, 2012
Something tells me you've never played sx. It's not fun. there's nothing fun about it. you do it because the first three times you think you're supposed to do it, and you are. and then the fourth time you say fuck it. i'd rather save the gas money than pay the kind of "indie" promotion teams it requires to even get heard on a scale larger than "yeah that band was good, what was their name again, oh who cares bruce springsteen is playing."
oh yeah, and 600-900 dollars blows too. unless emi is paying for it.
Ben London Monday, March 26, 2012
paul Monday, March 26, 2012
Just checked. Our mistake, for some reason I thought that was an image supplied by PepsiCo. We'll replace.
san diablo Monday, March 26, 2012
really?
delta spirit are now considered a brooklyn band?
san diablo Monday, March 26, 2012
http://en.wikipedia.org/wiki/Delta_Spirit
san diego. and long beach.
Boudreaux Tuesday, March 27, 2012
Wild Child is timeless ... and for everyone. Everyone has experienced their verse - and their sound is unique and addictive. Love this band!
Boudreaux Tuesday, March 27, 2012
Wild Child is timeless ... and for everyone. Everyone has experienced their verse - and their sound is unique and addictive. Love this band!
@HFMgmt Wednesday, March 28, 2012
Even when you think you're over SXSW you catch yourself reading about it.
Chavez Wednesday, March 28, 2012
I don't know if SXSW helped Wild Child or not, but the fact that so many people are fond of their music just restores my faith in humanity and the entire indie movement. I love that band. Wild Child is original and unbelievably talented. On the other hand, if Justin Bieber starts playing South By, just shoot me.
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