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A 24-hour all-night nap has expelled my usual post-SXSW gloom, so we are able to see the events of the past week in full perspective. Every time we started grumbling about these foreigners invading our town, we caught ourselves, because we remembered that's one of the reasons we moved to Austin in the first place. We don't want to seem provincial now, do we?
So then why do we still feel sour today? It's not because the festival featured more "signed" acts than ever. Some signed bands are great and some indie bands are shitty. We are not in the industry, so all we care about is seeing an interesting mix of good music, signed and unsigned. It's also not that most of the bands are from out of town. One guy we knew said to us this weekend, with a sneer, "go ahead and see all those FOREIGN bands, then!" Hey, man. Norway night happens but once a year. We'd rather check that out than the same old rootsy blues crap.
So the real problem Austinist had with this year's festival, and it's a relatively new one, is with the MARKETING. The festival used to be more or less democratic. You had your badges, your wristbands, and your cash-paying public, which created a bit of a caste system, but nothing unconquerable. But now there's a whole new infrastructure of private houses and secret parties and "listening lounges" and stuff that the hoi polloi is strongly discouraged from attending. And worst of all, there are the ubiquitous goodie bags.
A once-independent festival is quickly being taken over by the coolhunters and their attendant house publications. They storm into town, use us up like so many lifestyle dishrags, and leave, having strewn little marketing pods all over the ground. This festival should be about the music, not about trying to get into ever-more-exclusive parties. "Alternative" consumption is still consumption, and elitism is elitism no matter the hair or clothing style.
It's still infinitely possible to have a great SXSW without having to deal with the goodie bags. But it's getting harder. The roar of snot-nosed exclusivity grows louder. On Thursday night, we went to La Zona Rosa. You had "badges", "wristbands," and, instead of "cash," you had "guest list." We got in because we had a badge. But other people have cash, and they're willing to spend it. Save your fucking guest lists for the Chateau Marmont.
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Is there a reason that this is an anonymous post? I agree - the job required of every volunteer is the bag-stuffing pre:fest. So much crap, and for what?
I want a goodie bag... :(