Presenters:
The Sanctioned

Adam Lewis

AP: As a radio promotions company your bottom line is surely affected by an overall cautious industry, morphing profit models and label cutbacks. Yet even though you considered not showcasing at SXSW you were still planning on attending. Why?
AL: Because if you do it right, SXSW provides real value for the money spent – the benefits outweigh the costs.

Unlike Midem which is all about doing deals and pre-arranged business meetings – SXSW is where the music industry gathers in 1 place to hear music and strengthen relationships. So in the future when it makes sense, you’re able to do business with people that you’re friendly with.

AP: So how will rising costs & shrinking budgets affect your SXSW presence?
AL: Well we’re cutting back on our overhead – airfare, hotel, badges, etc by bringing out fewer people from the office. But we’ve learned over the years that there are certain areas where you really can’t scrimp & definite do’s & don’t’s.

AP: Like what?
AL: As a presenter you’ve got to:

  • 1) Line up the best venue & best sound system you can afford – a known room that’s not too far from 6th Street
  • 2) Invest in a great sound man
  • 3) Make sure the backline is in place so you don’t waste time shlepping & setting up equipment
  • 4) Invest $150 or so for a stage manager to keep everything moving smoothly & get some stage hands lined up
  • 5) Put together a good bill with anchor headliners & buzz bands
  • 6) Keep sets to 25-30 minutes
  • 7) Promote the event in advance –network, network, network with people that can move a bands career along - reach out to writers, bloggers, radio, agents etc.
  • 8) Free food, drink & swag & other guest list privileges always helps

For Bands: Don’t Blow This chance

  • 1) don’t play too many shows – especially with bad sound – you’ll ruin your voice & your chance to make a great impression
  • 2) don’t get too trashed if you’re serious about your career. Save your victory party for after SXSW
  • 3) make every performance whether or not it’s in a A-list venue – a great show. You never know who is in the audience – word spreads & there’s always a handful of bands that come out of SXSW with a great buzz

AP: What are the costs involved?
AL: Well, at an A-list venue with 18 bands on dual stages for 5 hours, great sound, free food & drink it’s easily $10-$15,000. For a successful DIY event at a smaller venue & with a beer sponsor you can probably get by with $1000 - $4000.