As much as reporters sought to apply a theme to this year's South by Southwest, the musicians and industry reps in Austin, Texas, for the four-day music extravaganza just weren't making it easy. The economic realities of 2009 were a relatively obvious topic, but life for the many of the artists in Texas this week -- a record-setting 1,900 of them this year -- has never exactly been easy.
"During hard times, I didn't have much education or stuff like that to rely on," said the New York Dolls' Sylvain Sylvain, reminding attendees at one of SXSW's numerous panels that artists are comfortable with recession-time living even in flush decades. "I wanted to take a job where I could still do my performances, or if I got drunk the night before, I wouldn't get fired."
There's always been a class system among artists -- a gap between the superstars who pack arenas and the unknowns who play somewhere between five and 10 mini-sets over the course of SXSW. Norwegian dance-pop act the Casio Kids played the last of its 10 shows Saturday afternoon, and cow-punk newcomers Those Darlins began their SXSW week before the fest even started with a pre-party gig on Tuesday night. Their manifesto in these difficult times: "Slut it up."
Yet there's little time for play to make it in the music biz in 2009. SXSW wrapped Saturday night with an explosive performance from Kanye West (at a non-SXSW show), but he was here not to hype his "808s & Heartbreak," but to use his power to get some ink for the up-and-coming artists he's championing, most notably the thoughtful Kid Cudi. And the man worked it, spending two hours as one of the world's most powerful pitchmen.
Portia Sabin, head of the Kill Rock Stars label, told a roomful of optimistic artists that they had better be playing at least 90 live shows per year -- and not all in their home state -- if they wanted a deal. "A lot of people in bands are hobbyists," she said. "They want to play in a band and play once a month in their local club."
The hustling doesn't end when the deal is signed, either. NBC Universal's VP of music creative services Alicen Schneider enjoyed a private concert from one America's most recognizable stars before coming to SXSW: Dave Matthews. She said she was hearing the artist's new songs before his record label. Album sales have been in decline for years, but such a tidbit made it clear that they are no longer an artist's first priority.
If one isn't selling 50,000 albums or more, former Touch & Go Records staffer Howard Greynolds said, getting the album in any major stores isn't going to be easy. Expect to make more sacrifices, said L.A.-based singer-songwriter Mandi Perkins. "You give up meeting Tori Amos last night because you have to play five shows today," she said.
Below is a look at some of the artists who made a lasting impression on me at this year's SXSW, some of whom were covered on this blog over the last four days.