Last week, I had the opportunity to go back to Austin for their 27th annual South by Southwest (SXSW)
interactive, film, and music festival/conference. This was my second time attending the music portion. Last year, I was a spectator soaking up the sights of Austin, and supporting/repping
FFF. However, I was behind the scenes this year working for a few day parities and showcases.
As always, SXSW offers a variety of styles for music fans of all kinds. One of the highlights is being able to discover new artists you’ve never heard of before, and experiencing them live for the first time.
I found myself in this position, and heard a number of bands (e.g., Parenthetical Girls
) that I was not familiar with until SX. To my surprise, these artists had better performances than the artists I was actually looking forward to checking out.
In part, this is what makes SX unlike any other festival. The number of artists performing is overwhelming, but you are bound to hear something that exceeds your expectations.
In addition to working, I was on assignment for FFF and our media
division gathering information for a new product we’re producing for our apparel line
It relates to SXSW because Austin has a real unique vibe to it, as there are several styles, cultures, and personalities meshing throughout the city.
For FFF, this is the perfect setting to see our philosophy of multi-medium collaboration in real-time. There are creatives of all kinds interacting with one another, and our goal is to document why these destinations are influencers in moving art forward collaboratively.
Things are still under wraps with the product, but there will be more information to come regarding its unveiling in FFF’s next endeavor.
Until next time, stay tuned!