How to get the most out of SXSW

How to get the most out of SxSW

Visas
Band must have a Working Visa (P2) to play
Managers/delegates need a – ESTA – http://esta.cbp.dhs.gov
Passport, Carrier, US address – at least 72 hours before
UK Citizens can enter for ‘business’ – less than 90 days must not be a journalist on assignment, nor “seeking gainful employment”
Must have a machine readable passport

Achieving Your Aims
Be clear what you want to get from SxSW
1 or 2 main aims
Have a plan to achieve these
Additional Opportunities as they arise

Achieving Your Aims
Research before – have a schedule
Divide up responsibilities between group
Try to cover as many bases – split up
Seminars & networking opportunities
SxSW: Panels, Keynote, Speakers, Mentor Sessions, Quickies Sessions, Demo Listening Sessions, CLE (Legal issues)

SxSW – The Reality
150,000 Attendees – similar to Glastonbury
30,000 Conference Delegates
2,000 artists
90 stages – 70 venues
The ‘best in the World’ (SxSW 2008)

Networking
“ 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.”

Networking
Take advantage of as many opportunity
Try to cover as many bases – split up
Seminars & networking opportunities
SxSW: Panels, Keynote, Speakers, Mentor Sessions, Quickies Sessions, Demo Listening Sessions, CLE (Legal issues)
Make use of band pass – share it Tradefair, seminars etc

Networking
Cannot be shy or retiring
Americans generally very open
Delegates are enjoying themselves
You never know who you could be eating a taco next to

Networking
Cannot only rely on your manager
If you just go and see gigs there won’t be as many opportunities
Invite people to your shows
My SxSW – messaging to delegates

Networking
You need your own promo material
Have plenty of business cards, CDs and flyers on you all the time – even at 2am!
Promo CDs should have email address, telephone number as well as website & myspace

Promotion
Use any means possible
Promo devices, stunts - originality
Be innovative
Word of mouth – PR – talk yourselves up
Go out flyering

Press
Scotland & UK – before & after
Have a ready made ‘story’
New media – blogs websites
Self promo – on blogs, message boards, groups, Twitter etc
Photocall – Trying to arrange 2 calls

Networking
Follow up when you get back is key
There will be some people you miss or who miss you but still follow up
Scottish and UK networking useful
Make use of Trade Stand

Showcases
Live show must be good
You must promote your shows
Let people know who you are from stage a few times during your set
Invite people to meet you after your set

Merch
It is our plan to have Merch stalls
We can sell for you if you have merch
Will take a small % to cover costs of staff unless you can provide staff to man stall
Afternoon and Evening Showcase

Hard Work
You have invested a lot of time and money in this – need to work hard on the ground
If you stay in bed all day you’ll miss out
If you drink all day you’ll miss out
4 long hard days and nights

Working Together
Promote each others’ shows & parties
Equipment and backline
Crew – can we share crew?
Opportunities may not fit you but could be good for others

Showcasing Scotland
Two showcase – Day & Night Fri 20 March
2,000 Promo CDs
Posters & Flyers
T-shirts
Trade Fair
British Music Embassy

Scottish Posters SxSW 2009 designed by

300 Posters Day-time 300 Posters Night-time 300 Posters Showcases 1,000 Flyers – Day-time 1,000 Flyers – Night-time & showcases

T shirts

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

Trade Fair
Austin Convention Center, Level 4
Wednesday – Friday 12.00 noon – 6:00pm
All bands and delegates should use
Block Party Thu 19 4:00 – 6:00 pm
Acoustic Sets?

Trade Fair 2008

British Music Embassy
Dedicated venue for UK shows day & night
Scottish Arts Council NIMIC
UKTi Music West Yorkshire
PRSF Liverpool Sound City/NW
AIM Other UK Partners – evenings
UK PA, Backline & Engineers

British Music Embassy 08

Wednesday 18 March 8pm British Inter-Music Party
Thursday 19 March
12.30 – 3pm Belfast Nashville 8pm – 1am NME
Friday 20 March
1.30pm – 5.30pm Showcasing Scotland 8pm – 1am Kerrang!
Saturday 21 March
11.30am-2.30pm Yorkshire Party 3pm – 6pm Liverpool Sound City/Best of the North West

RSVP for British Parties:
www.britishguestlist.info
But try to keep Scottish Party delegate focussed
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.

Other UK events
Thursday 19 March 12.30pm-1.30pm Convention Ctr
Meet the Scottish International Speed Dating
Friday 20 March – PRSF 3:30pm Music Licensing in a Converging World – Rm 15 Convention Centre

Fun!
Showcases – wristband will not always guarantee entry, delegates get priority, many venues small
Day parties – most RSVP
http://www.austin360.com/news/content/music/stories/2009/02/sxswside.html

Credit
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.
Every year I have to make the case for continuation and for budget to be able to undertake SxSW.

After the event
Group Debrief Meeting – April/May
Individual feedback meeting/written report followed up 6 months and 1 year later.
Share contacts – leads etc
Future training events

How to get the most out of SXSW

by Stuart Thomas

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