Interested in understanding how your brand can benefit from a deeper association with music? Then download our ‘Exclusive FRUKT SXSW 2012 Insight Report’, highlighting our pick of the very best brand activations, bands, apps and music innovations during the festival.
The sprawling SXSW festival, now in its 26th year, brings in around $168 million annually to the Austin economy as thousands flock to its bustling streets to celebrate the great and good of music, film, fashion and interactivity. FRUKT, as ever, was on the ground, bumping into friends old and new and soaking up the atmosphere of this awesome festival.
With over 2,000 bands rocking out across some 92 stages and an iPhone-crippling amount of interactive content on offer, this festival is testament to the narrowing gap between Silicon Valley’s uber geeks and the low slung jeaned indie hipsters of the music world. Throw in over 100 queue forming SXSW parties (that represent the real networking opportunities here) and this festival is a far cry from a relaxing couple of days in a field.
With cutting edge content (both music and tech) in abundance, brand activations were naturally in evidence at every turn; whether you were catching a free ride with Chevrolet, having breakfast with Monster Energy, or watching a new band at the Converse Fader Fort, Virgin Mobile’s Live House or Doritos bizarre 56-foot vending machine stage.
However, being there is merely the opening chapter of a brand's musical story, and it will be interesting to see what brave, bold music activity follows through into 2012 from this eclectic launch pad.