SXSW Gets the Led Out

03/15/2005 7:45 PM, E! Online
J.R. Griffin

If the 19th Annual South by Southwest Music Conference & Festival is any indication, things are still big in Texas.

The Austin confab starts Wednesday, with thousands of artists, record biz types and music fans heading into the heart of the red state for five very loud days of BBQ, beer, networking and bands. A lot of bands.

"As of this minute, there are 1,368 acts," SXSW Creative Director Brent Grulke says in the days before kickoff.

A diverse group of buzz-worthy (Kaiser Chiefs, Aqualung), oddly monikered (Pig Destroyer, The Zom Zoms) and "hey, you're still around!" types (Duncan Sheik , Macy Gray) complete the international lineup which ranges from, literally, Aa (outta Brooklyn) to ZZZZ (from Chicago). Stalwarts such as Brian Wilson and Elvis Costello are also on tap, and Robert Plant of Led Zeppelin, the band largely credited for inventing heavy metal, will be giving the keynote address and playing a midnight gig, showcasing music from his upcoming album, Mighty Rearranger.

"At South by Southwest you can see 50 to 100 very different acts relatively easily. It brings out the music fan in everyone," says Grulke. "I know it does for me. The 14-year-old in me was completely knocked out by the fact that Robert Plant wants to come here.

"These bands that have nothing but ambition can see some of their heroes and learn 'If they can do it, I can do it.'" And the more established artists can check out the new bands," continues Grulke. "I think that SXSW mixes all of these people at different stages of their career who simply have their artistry in common. That's the unifying thing for everyone here."

If attendees' ears stop ringing long enough they can learn a thing or two, also. Mentoring sessions, demo-listening events and panel discussions range from the basic and informative ("Ringtones as an Income Stream," "Touring in the Brave New World") and to the scary and apocalyptic ("Living with Hep C," "The Retail Store and Its Predators").

While the music industry at large was slow to adopt emerging technologies, SXSW is embracing them. Fest-goers can download an easy-to-navigate schedule of band showcases, complete with audio samples, into their iPods.

"That's another example of the passion the people have for their jobs here," says Grulke. "That's what our tech people think is fun to do. That's how they get their kicks."

Just watch it, because those pocket protectors could put someone's eye out in a moshpit.