SXSW is always a landmark moment in the music calendar as the great and good of the music elite head to Texas - powering an annual $168 million boost to the Austin economy - and 2013 was no exception. The heady mix of bands, technological innovation and brand activity acts as a litmus test for the ones to watch in the coming year, making it essential viewing for everyone involved in the cross section of music, media and marketing.
Brands, as ever, were out in force as they looked to harness the creativity behind both music and inspirational new tech, launch new products and build credible brand stories immersed in the culture that surrounds music.
Whether it was Iggy & The Stooges performing at The House of Vans, Wild Belle at The Virgin Mobile House, Justin Timberlake at Chevrolet’s secret shows or Prince on behalf of Samsung, brands were lining up to align with the biggest acts at all the essential parties. Likewise, whether it was American Airlines channeling the hacker community at its Travel Hack Den or Smirnoff road-testing its soon-to-be-released app, technology had as vital a role to play as the aural delights resonating across the streets of Austin.
With innovation now a fundemental part of the future of music, the interactive and music portions of this festival (to date a very separate affair) are rapidly becoming entwined, as brands, bands and fans look to leverage the most innovative and exciting ways to share music.
Download FRUKT’s Exclusive SXSW Brands & Entertainment Insight Report as we showcase the key brand activations, cutting edge technology, the smartest apps and music innovations, plus all the bands you need to know from the year’s most influential fortnight of music and innovation.