Why go to SXSW?

From what I can tell, everyone goes to SXSW these days because everyone else goes. Based on the numbers below, the hope seems to be that if you throw thousands of bands and even more reporters in one location, surely someone will write a story.

But maybe for the money, it would be more effective to fly a handful of reporters to a special showcase put on just for them -- perhaps in an isolated spot so they can't go anywhere except to the showcase.

Drowned in Sound - Features - SXSW: When A&R people go on holiday?: "So is SXSW really the career-making event it’s painted out to be? Does business really get done there? Or is it merely a massive, backslapping piss up?

SXSW celebrates its 20th year in 2007. Beginning as a means to highlight the thriving artistic scene in Austin that was isolated in the middle of Texas, SXSW was set up to bring the world to Austin to check out its wares. Soon after, international bands started pitching up, alongside a good number of A&R men from all walks of the music (and indeed, film) industry. Somewhere along the way – roughly thought to be around five years ago – it became one of the ‘must do’ events on the global music calendar.

It hasn’t looked back since then. In 2006, there were 1,493 officially showcasing artists playing across 64 venues. Hundreds more bands also played. In fact, last year there were 12,000 or so members of the press and industry assembled in Austin. A fair growth from the 700 people who initially registered 20 years ago. ...

Mark Bowen, co-founder of the successful UK independent label Wichita, is markedly more cynical: “As the trend has become for bands to play multiple shows and parties, then more and more time these days is spent with your own bands at the expense of seeing other stuff. SXSW tells you pretty much nothing about what the American public will make of a British act, and little more of what the industry there will make of them.”

Indeed, in the decade-plus that he’s been going to SXSW (“Umm, 13 times in total”, he confides), Bowen agrees “without doubt” that the usefulness of the event has diminished since it’s become so ubiquitous.

SXSW