Given that many industry folks are in Austin this week for South By South West I figured a shout out to the festival is in order. As a kid growing up in the Mid-West I always heard so much about the festival. I’d see MTV News reports from Austin and try to imagine what it was like.
Eventually, I found myself in the middle of the madness, eating late night slices on 6th Street and enjoying the sensory overload that is SXSW. It was bonkers and pure bliss and I loved everything about it.
The bar was set unreasonably high on the first day of my first ever SXSW when I saw the Beastie Boys play a show at Stubb’s BBQ. They were at the festival promoting the documentary they had just released “Awesome, I Fuckin’ Shot That!”. Naturally, it was an amazing show and the ultimate way to kick off my first ever SXSW.
I’ve attend the festival many times since then, seen lots of amazing shows, and over time I learned how to truly experience SXSW. I did my homework well in advance, scanning the lineup multiple times to make sure I didn’t miss anything. I found out about the Fader Fort and eventually learned that my favorite part of SXSW is the day parties. While my fellow Iowans were back home suffering through the cold winter temps I was soaking up the sun and watching great bands play afternoon sets, all while consuming free food & drinks.
And of course, I worked many shows there as well. Even by festival standards working a show at SXSW is unique. Lots of throw and go situations, backline sharing and using the house gear. Even those who aren’t typically a fan of using other people’s gear will do it just this once because getting a vehicle to the venue for a load in and out can be a treacherous task.
My advice to production & tour managers is to be flexible and accommodating. Heed the warnings and advice you receive from your production contact during the advance. They’ve typically worked the event for many years and know the best way to do things. They want the best for everyone involved, know the most efficient ways to go about it, and will take good care of you (reference the fridge above that I once found backstage at SXSW).
If you’re there for work that should always take priority. But take some time to enjoy the festival too, get the most out of it. Network, shake hands and meet people, see bands, enjoy all that Austin has to offer. It’s an amazing time and will be an experience you’ll never forget.

Cheers!