Article and Photos by: Joshua Guerra
Austin, TX – There were no big surprise pop ups at SXSW this year; a lot of sponsors dropped or didn’t have a music showcase including 3 big past showcases Samsung, Youtube and the MTV Woodies. This left many people disappointed, but SXSW was never about the bigger artists, it is all about discovery — and that’s what this year’s SXSW was all about.
Some of the hottest showcases this year were from The Fader Fort, Capital One, Vevo, The Neon Golden Showcase, SXSW Takeover, Mass Appeal Live at The BBQ, and Bumble among many others.
As always SXSW lines were long during the day, with fans waiting hours before the showcases even began to make sure they got in. It was perfect weather for SXSW and, though a quieter week than usual, this year was about discovery, which kept most happyand that did not disappoint those fans who were looking for new music.