This is the time of year where many artists many artists are starting to get their SXSW rejection letters. It’s also the time of year where you’ll see many contests on Sonicbids, ReverbNation, and other sites that try to have you have your fans vote your way into a slot at the festival. However, eager artists who want to break into the music industry will begin finding other ways to a part of the action and that includes unofficial SXSW showcases or other festivals taking place in Austin at the same time. Before you jump at any of these opportunities, you better educate yourself.
The 5 Things You Need to About Unofficial SXSW Showcases
I’ve written about this before in How to Book SXSW and Is It Worth It? but I think it’s important for bands to have a plan before they jump at the offers thrown at them for SXSW. Start by thinking about:
What is your goal? If it’s to build an audience in Austin, you might be better off touring there when there isn’t so much competition and it doesn’t cost you money to play there. If you want to get on the radar of people at SXSW, playing secondary festivals won’t get you there.
What is the Opportunity Cost? Could you be spending your time/money in other ways that would bring a better return on investment for your band? For example, a well-promoted tour with shows. You can still make industry connections and set up appointments while you’re on the road (and while those people are not being bombarded with meeting requests/party invites like they would at SXSW).
How Will You Benefit in the Long Run? I’ve seen many, many empty venues at SXSW (both official showcases as well as some of the concurrent festivals) and I have to wonder if it was worth it for those acts. Touring isn’t cheap and with nearly every hotel in the city charging premium rates, it is definitely the most expensive time to be in Austin.
Can You Do It Better? With the rates some of these festivals are charging, you could very well rent out your own venue and split the costs with other bands, promoting your own show. Many SXSW acts look for other parties/shows to play so you can probably get some well-known touring acts to headline the show too. You might also be able to offset costs with sponsors/promoters. Get creative!
Not all of these festivals/shows are a scam (though some genuinely are). Some of these shows are actually a lot of fun and you can make some new friends. However, don’t get your hopes up thinking that you’ll be able to buy your way to success by playing any of them.
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Simon Tam is the President and Founder of Last Stop Booking, author of How to Get Sponsorships and Endorsements, and performs in dance rock band The Slants. Simon’s writing on music and marketing can be found at www.laststopbooking.com. He is on Twitter @SimonTheTam