Presenters:
The Renegade

Madalyn Sklar

AP: How has the economy affected your promotional efforts & live events?
MS: It hasn't really affected us all that much because we are a 100% volunteer-run organization so we rely on our members to help us promote, which we do on a grassroots level. We utilize social networks such as Myspace, Facebook and Twitter to spread the word about our shows and events. We also encourage all performers on the bill to help us promote as well.

AP: Have costs increased over the past year?
MS: Costs are definitely up across the board.

AP: Will you be cutting back at sxsw this year in any way?
MS: We made a decision to cut back at SXSW this year, not because of the economy but because of the enormous amount of time and effort it takes to put on our events. In the past we've done anywhere between 4-7 shows over the course of three days/nights. We decided to scale it back to two great shows this year.

AP: Do you think that unofficial showcases are disadvantaged because they’re not being promoted by the SXSW corp. or by the Austin Chronicle OR do you think it’s becoming hipper to be an unofficial event?
MS: I feel strongly that our events are incredibly awesome and well received because they are "unofficial" and not part of SXSW. This is our 9th annual event during SXSW and I have to say we are seen as a very cool and hip showcase event. Last year we were listed at one of the top events to check out on Austin360.com's The A-List. The site is run by the local Austin newspaper, The Austin American-Stateman.

AP: Why go through the effort & expense to showcase your acts when there’s so much competition?
MS: I have never viewed SXSW, both official and unofficial, showcases as competition. Maybe that is what sets us apart from the others. We are there to provide a stage for our GoGirls members looking for an opportunity to perform at the largest music conference in the country.

AP: What are the costs involved for an org. like GoGirls to put on a successful event?
MS: Too much!

AP: What are the essential do’s & don’ts?
MS:

  • 1. Do spend a great deal of time promoting the event whether you are a promoter or performer.
  • 2. Do solicit sponsors because they will help you promote.
  • 3. Do speak with the venue multiple times, discussing all the arrangements and making sure everyone is on the same page.
  • 4. Do get clear instructions from the venue on load-in, start and end times because SXSW is madness and many venues are hosting events one after the other.
  • 5. Do explain clearly to your performers what you expect and need from them.
  • 6. Do allow plenty of time to get around Austin because traffic will be bad.
  • 7. Don't show up in Austin thinking your event will run smoothly. Don't assume anything!

AP: How do you provide value for the artists that participate?
MS: They get the opportunity to perform with one of the longest running showcase events that take place during SXSW.

AP: Did you receive more requests this year from artists to perform or fewer?
MS: We get about the same number every year. Only members of our community are eligible to submit. It's one of the many perks to being a member of GoGirls. The only requirement to join is at least one female member in a group.

AP: Why do you always host The Invasion of the GoGirls at Trophy’s on Congress - a bit away from the main action on 6th St.?
MS: We LOVE Trophy's on S. Congress! The reason we always host our showcases there is because we have a great relationship with the venue that goes back many, many years. I can't imagine having it anywhere else. Dave and his staff treat us great and love what we do. We also like that we are away from the madness of 6th Street without being too far. S. Congress is a super cool street with great restaurants, shops & venues.

AP: How important do you think that location is to the success of the event?
MS: If you have a great event and line-up, it doesn't matter where you are located. The reason I know this is because back in 2002 and 2003, in addition to hosting shows at Trophy's, we hosted our first ever GoGirls "2 song" night at Graffiti's which was way off the beaten path. It was far from the 6th St action in an industrial area. I got lost everytime I went there. But a friend of mine owned it and we wanted to give it a try. I can't tell you how packed it was with fans, musicians and lots of industry people. We had an artist get an endorsement deal on the spot from Daisy Rock guitars. There was a photographer from the Chicago Tribune who took a photo of one of our GoGirls and it ended up in their paper a few days later. I was amazed at how crowded our shows were there.

AP: How important is the sound?
MS: We want great sound, but being it's Austin @ SXSW it isn't always going to happen. I get the best sound possible from Barry, my sound engineer. He's amazing and has worked with us at SXSW for many years.

AP: What tips do you have to keep costs under control?
MS: Do as many trades as possible. It's the best way to keep costs down.

AP: How much does it cost to put on a great showcase series at SXSW?
MS: Too much!

AP: Is it more than at other events?
MS: Yes.

AP: Do you use a different equation to calculate success at SXSW?
MS: Because we are a community, success to me is if everyone has a good time. It's not about how many people come out to our show.

AP: Are sponsors being more cautious in this economy?
MS: I think so. Seem more are cutting back.

AP: Has the economy had any impact on your lineup?
MS: Yes, more bands than usual have cancelled because they can't afford the travel expense.

AP: If you could, would you prefer to be an official SXSW event?
MS: No, I wouldn't change a thing. We run our showcases the way we want. It's a great feeling.

AP: What are your tips for artists to make the most of their sxsw showcase?
MS: To get out there and promote as much as possible. I encourage them to hit the ground running when they get to Austin. It's an easy town to promote. All you have to do is walk down 6th Steet or even head over to the convention center. There are masses of people everywhere.

AP: Does SXSW machine try to hinder you?
MS: Several years ago I received a cease & desist email from their lawyers saying I cannot use SXSW in our event name. We used to call it "Invasion of the GoGirls" @ SXSW. We changed it to "Invasion of the GoGirls". Our event is branded so well that we don't have to use SXSW in it. In the past we have placed ads in the Austin Chronicle. One time, before the cease and desist letter, I received a call from my Account Rep at the paper informing me that the SXSW people were there going through every ad and pulling all the unoffical showcases that used SXSW in it. I was told we had to remove it. I said fine, change SXSW to FREE SHOW! No big deal to me but it really showed the power of the SXSW machine.

AP: Why is SXSW still important?
MS: Because it is the largest music conference in the country. Why wouldn't you want to have a presence there?

AP: Do you think it’s ironic SXSW is facing some of the same pressures as the music industry as a whole: Free-product competing so dramatically with paid-product in quantity and quality?
MS: I think at a music conference we have the right to put on our own free event. I don't see it as competing with SXSW. They have their thing and we have ours, just like all the other "unofficial" events. It does parallel the music industry for sure. But SXSW could choose to work with my organization and the other promoters who do their own thing. They don't. They want control. Sounds a lot like the music labels and their control which is now becoming less and less. Interesting for sure.