SXSW Focus: Gregg Donovan

Role: Manager of Airbourne, Grinspoon, Boy & Bear, Josh Pyke and more

What do you remember about your first SXSW?
The first time I walked down 6th Street on the Friday night, it was actually kind of mind-blowing. I couldn’t believe that every nook and cranny had a band playing in it; whether it was a sushi bar, a venue or just a street corner, there was live music coming at you from all directions… It was truly amazing and I had never seen or heard anything like it. I couldn’t get the smile off my face.

How many have you been to now?
Eight but I only remember seven.

What makes SXSW an essential visit?
If you get your timing right and do all the correct homework before you get there, it’s an amazing place to get industry people to see your band because most of the world’s A&R folk, promoters and agents are there. Not just the Americans but industry folk from all over the globe.

Can you outline a deal or some other form of positive business that came from attending SXSW?
Airbourne got a record deal from Roadrunner/Warner (New York) back in 2008 after playing a showcase there. We have since released three albums with them and sold half a million records. It worked out pretty good. Boy & Bear just played Conan O’Brien in LA a couple of weeks ago and Conan’s booker had seen them at SXSW earlier this year. Boy & Bear have been touring a lot in the US & UK/Europe this year and a few of the promoters I’m working with now first saw the band at SXSW.

Who would you like to share a snag with at the Aussie BBQ event next year and why?
Millie Millgate, Glenn Dickie and their team [Sounds Australia] – just to say thank you for doing this every year. We all own them a debt of gratitude.

What’s one way to get noticed at SXSW among all the other bands?
Bring the heat long before you get there; i.e. Use your success story in Australia or wherever to get interest. If you turn up to SXSW hoping to get discovered there’s a good chance you won’t get anyone’s attention. It’s a very busy event and most industry folk have a full dance card before they land in Austin. You must be pitching these people long before you get there and keep reminding them that they promised to come and see your showcase. The music will not speak for itself at SXSW because there are thousands of voices shouting out. Make sure you cut through that clutter before you arrive.

Tips for first timers looking at attending SXSW?
Do your homework. All meetings and showcase guest lists MUST be complete before you fly out of Australia. Half of them will cancel on you anyway, so make sure you have a solid schedule well planned out to make the most of your time and then tweak it as you go. If you try to email people when you get there you will probably get a response the following Monday saying, ‘Sorry, but I was at SXSW and was very busy’. If you’re going in 2015, start talking to people now.

WHAT:
SXSW Meet Up
WHERE & WHEN:
Corner Hotel, Melbourne -  5.30pm, Tuesday 12 August
Newtown Social Club, Sydney - 5.30pm, Wednesday 13 August
WHO:
Melbourne - Brad Thomas (SXSW Travel Agent, Entertainment Travel Partners); Alex Lefley (Group Account Director, Edelman PR); Millie Millgate (Executive Producer, Sounds Australia); Paul Cashmere (Executive Producer, noise11.com); Andrew Mast (Group Managing Editor, The Music/theMusic.com.au).
Sydney  - Gregg Donovan (Manager - Airbourne, Grinspoon, Boy & Bear, Josh Pyke & more); Brad Thomas (SXSW Travel Agent, Entertainment Travel Partners); Shaun O’Connor (Technologist/Publicist, Mojo, formerly TBWA); Glenn Dickie (Export Music Producer, Sounds Australia); Larry Heath (Founder & Editor, The AU Review); Jackie Kralj (Digital Music Strategist, Digirascal); Sophie Blachford (Client Partner, Facebook).