Response to Lefsetz Re: SXSW
For those of you who read this…
________________________________________
From: Kate Bradley
Sent: Friday, March 21, 2008 4:59 PM
To: ‘Bob Lefsetz’
Subject: RE: SXSW
Hey Bob, I just wanted to chime in here.
First, no one goes to sxsw to see bands like REM and Van Morrison… because eventually, they will come to a town near you and it will probably be a better show. And REM was there on Wednesday this year, when most people hadn’t even arrived yet. Those big acts are not the draw. The draw, as you sort of mentioned is passion… sxsw is all about the fans. And the bands that know that are the ones that benefit most.
Every time I’ve been, I’ve always come back with a new connection to a band that I didn’t know before or only barely knew. And that connection is incredibly powerful… for me, it’s what made me find the record and play it on the radio, tell my friends about it, create buzz, etc…. everything in my power that I could do to spread the word came out of that connection. And that connection happened not because I heard them online but because I went to a live show. What could be better than that? All the band has to do is connect with me and then I work for them, for free! That’s what fans do.
In a nutshell, the “shared experience” of sxsw is through the roof. And as an artist, what you want is to monetize [th]is shared experience. You know this. I just can’t think of a better venue than sxsw that exemplifies this, really.
And my experience there that I’ve described above is not unique… the contagious emotion that sxsw in particular creates is undeniable. It’s a wild, magical buzz that’s worth every bit of that hefty badge price for fans… one of the best things going, really. The bands are amazing, the buzz is really fun and energetic… and chasing that buzz is all part of the weekend… the free microbrew, the great, cheap or free food, a killer town like Austin, top-notch sound systems, the surprises, all the great random conversations that you inevitably have with random people, and just an all-around five-star time. The people I was zipping around with, bloggers, newspaper writers, booking agents, talent buyers, publicists, label reps, musicians, and regular old fans were all having the same experience. That’s what’s especially nice. Sxsw acts as a leveler… it doesn’t really matter what your music industry background is or if you have one at all. The point is, you are a fan and so is everyone else… and together, we agree to be taken on a journey by all these talented and interesting artists that the folks in Austin so lovingly gather up in one place, just for us. God bless them.
So an “unsigned band” wants to get noticed, hell yes, by FANS. That’s the point. Fans like me are what sxsw is for. Fans are the new music business and you can bet your ass they are at sxsw. And if people don’t get that I’m not sure that they are fans… I’m not sure they even have a pulse… it’s pretty hard to miss. Aren’t you a fan, Bob? I know you are. You, of all people would have an absolute blast.
As for the bands, what they get out of it is what they get out of every date on any tour… a chance to connect. That’s where the money is. Make me love you and I will come back, I will tell all my friends about you, I will buy your records. They know that. That’s why they go. No one goes to get “signed.” If they do, they are idiots. Bands go to be heard, to create fans, to maximize the shared experience. And sure, they can do this at any venue, not just sxsw. But the draw to Austin is the brand. And we all know that brand-labels work… and the reason they do is because they tap into lifestyle. And sxsw embodies lifestyle, the lifestyle of a fan. It’s a perfect storm.
And lastly, I mentioned radio, above, because that’s been my history but I was wondering why you even bothered to mention radio in this post or at all. Radio is irrelevant. Does it even exist anymore? I just don’t even think it’s worth anyone’s breath. Any musician that has a clue doesn’t give a shit about radio, and rightly so. Of all things, sxsw is not about radio. And I know some people try to make it so by rebroadcasting but really, all they are actually doing is saying “we were there and you weren’t, you sorry suckers.” Brilliant. Besides, so much of sxsw is visceral, not just about listening… so incredibly hard to translate over the radio. In the same way when someone tells you “you have to see them live.” It always sounds like a ploy until you actually do it. But once you make that leap, you’re sold. Priceless.
Rock ‘n roll,
Kate
© Outlandos MusicTM 2008
Tags: CUT THROUGH THE NOISE, Fans, KATE BRADLEY, OUTLANDOS MUSIC, REM, Van Morrison —
3/24/08
Categories: CUT THROUGH THE NOISE • KATE BRADLEY • OUTLANDOS MUSIC
Leave a Reply
