by M De Santiago

This week thousands of audiophiles will flood the streets of Austin, Texas for the South by Southwest Music Conference, – an all encompassing– city wide event and one of the world’s largest music festivals.

SXSW is largely a platform for upstart indie and alternative bands looking to make a name for themselves by performing in all kinds of venues in front of one of the most diverse cross sections of people from all over the country and the world.

Most performances are labeled as ‘showcases,’ and I could only imagine the kind of pressure some of these musicians might be feeling. Especially if they’re wise to the fact that they are going to most likely play to tons of music industry reps, all looking for that diamond in the rough.

And the competition must be nuts, the trick is to be the band to stick out from the thousands upon thousands of artists and bands performing. But, how does one accomplish such an impossible goal?

Well being a musician is a hit or miss game and these bands must be used to it. Most bands that will perform are road-tough (and a bit smelly and malnourished looking) and are used to the grind of touring and playing in all kinds of cities across the nation, sometimes the world. To them, it’s probably just another show, or series of shows across ATX, they have to do before they head off to their next gig in Whatever Town, USA.

Not only will you hear the music of many young and hungry bands, SXSW also attracts a diversity of seasoned acts. This year veterans Cheap Trick, Stone Temple Pilots and Ozomatli are scheduled to perform.

The music conference will feature Smokey Robinson, one of the architects of the Motown sound, as a keynote speaker. SXSW is also known for hosting trade shows (music and plenty of tech), interactive panels, and ‘free parties’ with lots of free stuff (even free drinks!) and indie bands sponsored by numerous companies and brand names.

There is definitely plenty to do during SXSW. Even if you don’t have a wrist band or a badge, you can rsvp or just show up to many off the radar shows and performances that are mostly free or just a few bucks to enter.

Once again, I will make the trip to Austin by car. I already understand and loathe the fact that the drive is long. Thankfully the drive is punctuated with extended periods of cinematic desert scenes that slowly evolve into green terrain with creeks and obscure historical markers running through it. The ambitious drive always offers a chance to think about things and re-read articles from the always sparse collection of old rolling stone magazines I always bring.

I look forward to hearing that distinctive hum that emanates from the noise pollution being made by the thousands of SXSW attendees and discovering some new ear candy. I have not built a schedule of shows and events I want to attend because it becomes impossible to follow any sort of schedule in the sensory overload that is SXSW. But, I’m definitely going to watch the Strange Boys and Les Savy Fav. What I’m looking forward to the most though, is the adventure and its soundtrack.