LA based company IHEARTCOMIX was as they say very “on their A-Game” at SXSW this year and had one of the best promotional tactics that I saw at the festival. It was so simple and yet so effective, just like the Facebook page and automatically RSVP for all IHEARTCOMIX official events under the moniker of “Austin Party Weekend.” The straightforwardness of it all instantly put them in a position of power as the majority of the other sites had some glitches in the system. For the latter half of the music portion, iHeartComix took over the Empire Control Room and Garage with events ranging from the daytime OWLSA BBQ that featured electronic superstar Skrillex and a glorious wrap-up with crowning event Neon Gold Showcase through the Australian based Neon Gold record label. It was a plan worthy of expansion into other locales and we really see it pushing forward in the future.
I saw my favorite SXSW performance there by When, which truly proved that music with electronic elements can have just as much soul (especially when infused with an acoustic flavor) as so-called organic music. It was the final night of SXSW and the first event where I felt that I could truly unwind, and also the first party that I took a pedi-cab to directly from Perez Hilton’s party because I really wanted to be there. As previously mentioned in Part 1 and Part 2 of our festival recaps media personnel are fairly nice in general and Steve Lynn was certainly one of the ones that I remembered. He truly made an effort to connect at the events and put me on every VIP list no questions asked. As a young media journalist who worked exclusively from Boston and behind her computer until SXSW it meant a lot to have that access to the likes of Cashmere Cat and Skrillex amongst others with just a simple, “Thanks for coming and hanging out with us.” IHEARTCOMIX is currently working the Heineken house at Coachella this year and helping what has traditionally been a dome filled with smaller acts, as you’d say, “up it’s game.” While not an official presenter, representatives Franki Chan and Sean Glass curated the artist line-up for Coachella. Make sure to check out the line-up for Weekend 2 if you missed Weekend one!
B&W Photos by Gregg Evering and Color by Matthew Reeves