How to get the most out of SxSW
Visas <ul><li>Band must have a Working Visa (P2) to play </li></ul><ul><li>Managers/delegates need a  – ESTA – http://esta...
Achieving Your Aims <ul><li>Be clear what you want to get from SxSW </li></ul><ul><li>1 or 2 main aims </li></ul><ul><li>H...
Achieving Your Aims <ul><li>Research before – have a schedule  </li></ul><ul><li>Divide up responsibilities between group ...
SxSW – The Reality <ul><li>150,000 Attendees – similar to Glastonbury  </li></ul><ul><li>30,000 Conference Delegates </li>...
Networking <ul><li>“ You meet companies and people as an ‘equal’, as a fellow delegate rather than in the usual context - ...
Networking <ul><li>Take advantage of as many opportunity </li></ul><ul><li>Try to cover as many bases – split up </li></ul...
Networking <ul><li>Cannot be shy or retiring </li></ul><ul><li>Americans generally very open </li></ul><ul><li>Delegates a...
Networking <ul><li>Cannot only rely on your manager </li></ul><ul><li>If you just go and see gigs there won’t be as many o...
Networking <ul><li>You need your own promo material </li></ul><ul><li>Have plenty of business cards, CDs and flyers on you...
Promotion <ul><li>Use any means possible </li></ul><ul><li>Promo devices, stunts - originality </li></ul><ul><li>Be innova...
Press <ul><li>Scotland & UK – before & after </li></ul><ul><li>Have a ready made ‘story’ </li></ul><ul><li>New media – blo...
Networking <ul><li>Follow up when you get back is key </li></ul><ul><li>There will be some people you miss or who miss you...
Showcases <ul><li>Live show must be good </li></ul><ul><li>You must promote your shows </li></ul><ul><li>Let people know w...
Merch <ul><li>It is our plan to have Merch stalls </li></ul><ul><li>We can sell for you if you have merch </li></ul><ul><l...
Hard Work <ul><li>You have invested a lot of time and money in this – need to work hard on the ground </li></ul><ul><li>If...
Working Together <ul><li>Promote each others’ shows & parties </li></ul><ul><li>Equipment and backline </li></ul><ul><li>C...
Showcasing Scotland <ul><li>Two showcase – Day & Night Fri 20 March </li></ul><ul><li>2,000 Promo CDs </li></ul><ul><li>Po...
<ul><li>Scottish Posters  SxSW 2009 designed by </li></ul>
CD
<ul><li>Scottish Posters  SxSW 2009 designed by </li></ul>
300 Posters Day-time 300 Posters Night-time 300 Posters Showcases 1,000 Flyers – Day-time 1,000 Flyers – Night-time & show...
<ul><li>T shirts </li></ul>
Trade Fair The Scottish Arts Council are part of the UK Stand in the trade fair Free for all bands to use Need for at leas...
Trade Fair <ul><li>Austin Convention Center, Level 4 </li></ul><ul><li>Wednesday – Friday 12.00 noon – 6:00pm </li></ul><u...
Trade Fair 2008
British Music Embassy <ul><li>Dedicated venue for UK shows day & night </li></ul><ul><li>Scottish Arts Council  NIMIC </li...
British Music Embassy 08
British Music Embassy 09 <ul><li>Wednesday 18 March  8pm British Inter-Music Party </li></ul><ul><li>Thursday 19 March </l...
British Music Embassy 09 <ul><li>RSVP for British Parties: </li></ul><ul><li>www.britishguestlist.info </li></ul><ul><li>B...
Other UK events <ul><li>Thursday 19 March 12.30pm-1.30pm Convention Ctr </li></ul><ul><li>Meet the Scottish International ...
Fun! <ul><li>Showcases – wristband will not always guarantee entry, delegates get priority, many venues small </li></ul><u...
Credit <ul><li>Promote Scottish Arts Council – makes my job so much easier when there are a raft of good press stories, al...
After the event <ul><li>Group Debrief Meeting – April/May </li></ul><ul><li>Individual feedback meeting/written report fol...
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How to get the most out of SXSW

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Presentation written in January 2009 for a training event with Scottish bands at SXSW

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  • Need to have this – if not sorted now is a serious problem ESTA – Electronic System for Travel Authorisation Visa costs? – much more for the last minute visa Discount for bulk visa applications – discount on group transport to London or Belfast – for next year? Same with Flights – prices? Explore next year Anyone not yet booked Kerry at the Tour Company [email_address] / 0141 353 8800 Hotels – explore bulk booking and discount Ground Transport – though about how you will get around Bus service between hotels: http:// www.rrlimobus.com /
  • Have all you aims sheets This is for you not us… be realistic… better to focus on one achievable thing. Importance at a UK level – festivals and dates, live synch, future tours ets
  • Planning &amp; Research vital – still two weeks and this weekend 100s of different SxSWs – what will yours be? Up to you to decide
  • But actually more diffuse all over the city – as many more unoffiicial venues/parties Could be as much as 70 (official bands on at any time) and it unofficial and could be up to 100 or 150. Competition is fierce – if you go thinking SxSW will make you by virtue of going you’ll get nothing from it. Among the best bands in the world – need to be your best! Delegates – mixed bag – lots of holiday makers but also lots of key people from the industry – never know who is there – opportunity but also a hazard, watch what you say and where.
  • Don’t give things away – get a business card… anyone who is serious will have a card and won’t mind giving it – blaggers won’t Sharing contacts – we will make all of ours available to you all – like to do the same… pass on details especially if giving one of the Scottish CDs. Best way is to put into an excel spreadsheet and we can combine all of these into one database Professional looking material – present right attitude – burnt CDs a No and homemade stuff (unless that is your style/aestetic)
  • Well-rehearsed Usually no sound-checks – line check at best Turn arounds are tight – practice this, have pedals on boards etc Is not the Scottish Arts Council job to promote you own shows… if show is empty then you must take responsibility. We will help where possible but cannot rely on us Promote to locals to anyone – good crowd equals a good show, makes a good impression on the industry that you will invite to see you if your show is full. Also makes for a better show for you as performers
  • If anyone knows anyone who could work on merch stall please let Stuart Thomas know asap Much rather have someone we know… happy to pay small amount to person.
  • List of shows that you can all have and use Equipment/backline – be realistic can you actually share? Lost equipment – every year – help out Crew – anyone taking any?
  • CD – make sure you get a business card from anyone you give a CD to. If they don’t have one it is unlikely that they are working in the business… obviously play by ear but as a rule. collect details – collate as and Excel spreadsheet and send to ST we will combine these and send these to everyone so we all can share. You need to do likewise with you own CD get a card make a database for follow up after return CDs to delegates only
  • These are all here for you to use. I will forward my full contact details once I have US mobile [email_address] +44 972 397 224 Hotel: Hilton Garden Inn Austin Downtown 500 North IH 35 Can leave me a message there or at the UK stand at Trade Fair ST: I arrive Tue 17 at around 8pm local time – can meet me Wed morning from 11 am at UK stall in Trade Fair or else arrange another time
  • All bands to wear T shirts on Fri 20 Mar – create a buzz and a scene Supplied at cost or free (need to check) Remainder are for sale
  • We need to have at least one but preferably two delegates here at all time. Rota to be sent out via doodle poll We Will provide briefing on the stand and info All artists to share details of all shows so we can promote each other
  • Are bands up for doing acoustic sets at Trade fair? If so let ST know and we can try and schedule this. Is a good way to promote your show… can help fill the venue. Bloc Party – is a pub crawl with food and drink – be good to have a good show and more people on Thur 4 – 6pm.
  • Will be other lists Will forward Key parties: SPIN, Fader, The Fort
  • Only one member of staff – me and I am working as much as you are… have a lot of responsibilities and often I am promoting you… Even those of you who are not receiving cash to help get there are getting the advantage of our organisation, our promo, backline, flyers CD etc etc… everyone is benefitting. Helps build the association – 6 years of hard work has gone into getting us to where we are now.
  • How to get the most out of SXSW

    1. 1. How to get the most out of SxSW
    2. 2. Visas <ul><li>Band must have a Working Visa (P2) to play </li></ul><ul><li>Managers/delegates need a – ESTA – http://esta.cbp.dhs.gov </li></ul><ul><li>Passport, Carrier, US address – at least 72 hours before </li></ul><ul><li>UK Citizens can enter for ‘business’ – less than 90 days must not be a journalist on assignment, nor “seeking gainful employment” </li></ul><ul><li>Must have a machine readable passport </li></ul>
    3. 3. Achieving Your Aims <ul><li>Be clear what you want to get from SxSW </li></ul><ul><li>1 or 2 main aims </li></ul><ul><li>Have a plan to achieve these </li></ul><ul><li>Additional Opportunities as they arise </li></ul>
    4. 4. Achieving Your Aims <ul><li>Research before – have a schedule </li></ul><ul><li>Divide up responsibilities between group </li></ul><ul><li>Try to cover as many bases – split up </li></ul><ul><li>Seminars & networking opportunities </li></ul><ul><li>SxSW: Panels, Keynote, Speakers, Mentor Sessions, Quickies Sessions, Demo Listening Sessions, CLE (Legal issues) </li></ul>
    5. 5. SxSW – The Reality <ul><li>150,000 Attendees – similar to Glastonbury </li></ul><ul><li>30,000 Conference Delegates </li></ul><ul><li>2,000 artists </li></ul><ul><li>90 stages – 70 venues </li></ul><ul><li>The ‘best in the World’ (SxSW 2008) </li></ul>
    6. 6. Networking <ul><li>“ You meet companies and people as an ‘equal’, as a fellow delegate rather than in the usual context - you looking for a gig or a deal - this is very valuable for artists because it puts you on a level footing: people are very frank in terms of honest feedback and are open with you. It also empowers you to be able to make deals on an equal footing.” </li></ul>
    7. 7. Networking <ul><li>Take advantage of as many opportunity </li></ul><ul><li>Try to cover as many bases – split up </li></ul><ul><li>Seminars & networking opportunities </li></ul><ul><li>SxSW: Panels, Keynote, Speakers, Mentor Sessions, Quickies Sessions, Demo Listening Sessions, CLE (Legal issues) </li></ul><ul><li>Make use of band pass – share it Tradefair, seminars etc </li></ul>
    8. 8. Networking <ul><li>Cannot be shy or retiring </li></ul><ul><li>Americans generally very open </li></ul><ul><li>Delegates are enjoying themselves </li></ul><ul><li>You never know who you could be eating a taco next to </li></ul>
    9. 9. Networking <ul><li>Cannot only rely on your manager </li></ul><ul><li>If you just go and see gigs there won’t be as many opportunities </li></ul><ul><li>Invite people to your shows </li></ul><ul><li>My SxSW – messaging to delegates </li></ul>
    10. 10. Networking <ul><li>You need your own promo material </li></ul><ul><li>Have plenty of business cards, CDs and flyers on you all the time – even at 2am! </li></ul><ul><li>Promo CDs should have email address, telephone number as well as website & myspace </li></ul>
    11. 11. Promotion <ul><li>Use any means possible </li></ul><ul><li>Promo devices, stunts - originality </li></ul><ul><li>Be innovative </li></ul><ul><li>Word of mouth – PR – talk yourselves up </li></ul><ul><li>Go out flyering </li></ul>
    12. 12. Press <ul><li>Scotland & UK – before & after </li></ul><ul><li>Have a ready made ‘story’ </li></ul><ul><li>New media – blogs websites </li></ul><ul><li>Self promo – on blogs, message boards, groups, Twitter etc </li></ul><ul><li>Photocall – Trying to arrange 2 calls </li></ul>
    13. 13. Networking <ul><li>Follow up when you get back is key </li></ul><ul><li>There will be some people you miss or who miss you but still follow up </li></ul><ul><li>Scottish and UK networking useful </li></ul><ul><li>Make use of Trade Stand </li></ul>
    14. 14. Showcases <ul><li>Live show must be good </li></ul><ul><li>You must promote your shows </li></ul><ul><li>Let people know who you are from stage a few times during your set </li></ul><ul><li>Invite people to meet you after your set </li></ul>
    15. 15. Merch <ul><li>It is our plan to have Merch stalls </li></ul><ul><li>We can sell for you if you have merch </li></ul><ul><li>Will take a small % to cover costs of staff unless you can provide staff to man stall </li></ul><ul><li>Afternoon and Evening Showcase </li></ul>
    16. 16. Hard Work <ul><li>You have invested a lot of time and money in this – need to work hard on the ground </li></ul><ul><li>If you stay in bed all day you’ll miss out </li></ul><ul><li>If you drink all day you’ll miss out </li></ul><ul><li>4 long hard days and nights </li></ul>
    17. 17. Working Together <ul><li>Promote each others’ shows & parties </li></ul><ul><li>Equipment and backline </li></ul><ul><li>Crew – can we share crew? </li></ul><ul><li>Opportunities may not fit you but could be good for others </li></ul>
    18. 18. Showcasing Scotland <ul><li>Two showcase – Day & Night Fri 20 March </li></ul><ul><li>2,000 Promo CDs </li></ul><ul><li>Posters & Flyers </li></ul><ul><li>T-shirts </li></ul><ul><li>Trade Fair </li></ul><ul><li>British Music Embassy </li></ul>
    19. 19. <ul><li>Scottish Posters SxSW 2009 designed by </li></ul>
    20. 20. CD
    21. 21. <ul><li>Scottish Posters SxSW 2009 designed by </li></ul>
    22. 22. 300 Posters Day-time 300 Posters Night-time 300 Posters Showcases 1,000 Flyers – Day-time 1,000 Flyers – Night-time & showcases
    23. 23. <ul><li>T shirts </li></ul>
    24. 24. Trade Fair The Scottish Arts Council are part of the UK Stand in the trade fair Free for all bands to use Need for at least one Scottish delegate there at all times – Rota One 2hr shift during event
    25. 25. Trade Fair <ul><li>Austin Convention Center, Level 4 </li></ul><ul><li>Wednesday – Friday 12.00 noon – 6:00pm </li></ul><ul><li>All bands and delegates should use </li></ul><ul><li>Block Party Thu 19 4:00 – 6:00 pm </li></ul><ul><li>Acoustic Sets? </li></ul>
    26. 26. Trade Fair 2008
    27. 27. British Music Embassy <ul><li>Dedicated venue for UK shows day & night </li></ul><ul><li>Scottish Arts Council NIMIC </li></ul><ul><li>UKTi Music West Yorkshire </li></ul><ul><li>PRSF Liverpool Sound City/NW </li></ul><ul><li>AIM Other UK Partners – evenings </li></ul><ul><li>UK PA, Backline & Engineers </li></ul>
    28. 28. British Music Embassy 08
    29. 29. British Music Embassy 09 <ul><li>Wednesday 18 March 8pm British Inter-Music Party </li></ul><ul><li>Thursday 19 March </li></ul><ul><li>12.30 – 3pm Belfast Nashville 8pm – 1am NME </li></ul><ul><li>Friday 20 March </li></ul><ul><li>1.30pm – 5.30pm Showcasing Scotland 8pm – 1am Kerrang! </li></ul><ul><li>Saturday 21 March </li></ul><ul><li>11.30am-2.30pm Yorkshire Party 3pm – 6pm Liverpool Sound City/Best of the North West </li></ul>
    30. 30. British Music Embassy 09 <ul><li>RSVP for British Parties: </li></ul><ul><li>www.britishguestlist.info </li></ul><ul><li>But try to keep Scottish Party delegate focussed </li></ul><ul><li>Manage your lists/guest but any problems see me. I will have a must get in list or way to get press, delegates or other key people in. </li></ul>
    31. 31. Other UK events <ul><li>Thursday 19 March 12.30pm-1.30pm Convention Ctr </li></ul><ul><li>Meet the Scottish International Speed Dating </li></ul><ul><li>Friday 20 March – PRSF 3:30pm Music Licensing in a Converging World – Rm 15 Convention Centre </li></ul>
    32. 32. Fun! <ul><li>Showcases – wristband will not always guarantee entry, delegates get priority, many venues small </li></ul><ul><li>Day parties – most RSVP </li></ul><ul><li>http://www.austin360.com/news/content/music/stories/2009/02/sxswside.html </li></ul>
    33. 33. Credit <ul><li>Promote Scottish Arts Council – makes my job so much easier when there are a raft of good press stories, all those who are supported have logos on flyers, website, emails and mention the support, in interviews at shows etc. </li></ul><ul><li>Every year I have to make the case for continuation and for budget to be able to undertake SxSW. </li></ul>
    34. 34. After the event <ul><li>Group Debrief Meeting – April/May </li></ul><ul><li>Individual feedback meeting/written report followed up 6 months and 1 year later. </li></ul><ul><li>Share contacts – leads etc </li></ul><ul><li>Future training events </li></ul>
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