Every time a large group of industry get together, there always seems to emerge some hot topic item. Generally, it’s whatever the industry is lagging at or having a problem with. At this year’s SXSW, the topic of marketing was more discussed than any other. It seems the new recruits at the major labels are having some difficulty figuring out what it is that makes their artists great and noteworthy. Those who couldn’t admit they were having a problem with it confessed they use a ‘formula.’ And people wonder why there is cookie-cutter music? Maybe because it’s being marketed in a cookie-cutter fashion! I commend those who could admit they found themselves grasping at straws trying to find the story for a band they don’t particularly care for. My advice to these people was, and is, quite simply ‘Ask someone.’ Doing research is absolutely imperative for any successful marketing campaign. If it’s not a style of music you’re into, talk to people who are into it. Figure out what it is that is so appealing to them. What is it they are relating to, and how can you get others to relate to it as well? It’s not rocket surgery.
This is just a quick look at a few of the unsigned bands who performed at SXSW that really shouldn’t stay unsigned for long.
Indorphine: Something like Syndrome of A Down? It’s like getting punched in the face and then licked. SOAD – Politics + Talent/Performance = Indorphine. Listen to: Spaghetti
Ludo: Absolutely brilliant. Great performance, even better songs, not to mention really charming guys. I know the offers are coming in, but whatever you’re offering isn’t enough.
Furthest From The Star: They rocked that parking lot like they had sold out the Erwin Center. Austin natives, FFTS showed off their tight set spanning a wide range of emotions. Really good stuff. Listen to: Cry For Help
Hotspur: These guys had a crowd just as big outside as it was inside. Infectious hooks and a really strong performance made everyone stop to dance, even the people who are too cool for that kind of thing. I only caught 4 songs, but was left completely exhausted. Listen to: Get Me Out Of Here
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