Zócalo Group town square blog

“The music is as much a part of the memory as the memory is of my identity.” Debbie Millman

Over the years, music has been referred to as a cross-cultural experience and as Debbie Millman’s quote puts it, makes each one of us who we are.  That’s why it’s no wonder that music at SXSW is a very popular, highly anticipated part of the week.

For those of you who’ve been taking SXSW by storm over the past week, or, for those who are just arriving; here is the music-themed installment of Zócalo Recommends for SXSW.

Music: March 13-18, 2012

Tuesday, March 13 9:20PM – 10:00PM

Event Name: Theophilus London  

Why we like it: One of the current best in the Hip-Hop/Rap genres.

Tuesday, March 13 1:00AM – 1:40AM

Event Name: Matthew Dear  

Why we like it: Matthew Dear’s representation of multiple musical genres will absolutely have you begging for more. Not to be missed.

Wednesday, March 14 2:00PM – 3:00PM

Event Name: Downloaded: The SXSW Interview  

Why we like it: Great session on the rise of digital music and the tech-company-shoulders it sits on.

Wednesday, March 14 3:30PM – 4:30PM

Event Name: Social Music Strategies: Viral and the Power of Free  

Why we like it: Leveraging a free model as a viral strategy is tough to do. Check out this session on social opportunities across platforms, and learn how the best social music strategies are formed.

Wednesday, March 14 4:00PM -4:40PM

Event Name: Alabama Shakes  

Why we like it: This show will undoubtedly be the 4PM wake-up-call you’ll need on the second day of SXSW Music week. The Alabama Shakes hold true to their name. Their sound shakes up the music scene and ignites a passion for blues, alternative and soul in even the largest of musical skeptics.

Wednesday, March 14 7:45PM -8:40PM

Event Name: Fiona Apple

Why we like it: Fiona’s back.

Wednesday, March 14 11:25PM -12:00AM

Event Name: Tycho

Why we like it: Tycho’s melodic genius will carry you away from the crowds and fast pace of SXSW. Another ‘do not miss’ show.

Wednesday, March 14 12:40AM -2:00AM

Event Name: Andrew Bird

Why we like it: A comprehensive description of Andrew Bird’s talent is just too long to list. His work forms an odyssey that might as well be the musical equivalent of Cirque du Soleil. Promise us you won’t miss this NPR-backed showcase of a true artist.

Thursday, March 15 2:45PM – 3:45PM

Event Name: Analytics for Musicians

Why we like it: Nowadays, accountability is king. Understanding the data analytics behind music making, consumer interest, show attendance and most important to us: WOM and conversations; might soon trump all other metrics in the music industry.

Similar to our interactive ‘must see’ list, this collection is in no way the totality of our recommendations, merely just a sample of events that caught our eye. In fact, a few additional artists not to be missed include: Youth Lagoon, Free Energy, Kimbra, Chiddy Bang, and Bear Hands.

If time won’t permit, (or if claustrophobia is your thing) and you will not be attending SXSW this year, don’t worry.  Follow us @ZocaloGroup, here on our blog and on Facebook for exclusive event recaps, posts full of top trends, insights from Zócalo team members on location.

If you attend any of our recommended events, tell us what you thought and share what you’ve learned with us. We can’t wait to hear all about it!