Why An Australian Stopover Is Crucial Before SXSW

When you think about Violent Soho, Angus & Julia Stone, Bliss N Eso, John Butler Trio and Chet Faker, there's not much musically that ties them all together. However, there are two things that tie them together - one: they've all become wildly successful, and, two: they've showcased at South By Southwest.

Known synonymously by just four letters, SXSW has been helping shape the music industry and the success of up-and-coming artists since it kicked off in Austin, Texas in 1987. Phil Tripp has been working with SXSW since 2002 and is the conduit for everything to do with Australia, New Zealand and Hawaii at the event. If ever there's a man who can tell you what it will take for your band to have a successful SXSW run, it's him.

In preparation for the 2018 event, Tripp is bringing together eight SXSW veterans for a SXSW Meet 'n' Greet in both Sydney and Melbourne this August. It's here that those hoping to attend next years' event can find out first-hand from industry experts what will make your band stand out from the pack, as well as all the dos and don'ts of the conference.

"SXSW is about the best way that you can get through to media and the music business in America in one shot," says Tripp.

"The people that I've selected, two from music and two from interactive, really explain the ins and outs of working SXSW, of how to get there and how to save money, dealing with being there," he explains. "How to network properly and how not to appear to be some overzealous drunk at a bar with a demo. Also, the tips and techniques and secrets of SXSW - one of which is you should develop a 15-second elevator pitch and a 30-second elevator pitch that you are absolutely rehearsed in so that you can do what you need to do if you meet somebody in a social situation, like an elevator.

"Glenn Dickie, who's the Export Music Producer for Sounds Australia, has been to 17 SXSWs in a row. Marc Sousley, who used to work with C3 Presents in Austin - and he was also one of the people in charge of the Big Day Out after it was sold here - and now, of course, works for Secret Sounds Touring, he's been ten years in a row, so he knows music inside and out."

Australians seem to have quite an affinity with SXSW and Tripp has seen a huge amount of bands achieve record deals, representation and huge media coverage from their time at the event.

"Australia has gone from five bands in 2002, playing one showcase each, to 40 bands this year, many of whom played ten shows each," says Tripp. "John Watson and Wolfmother is a fabulous example, and certainly Phil Stevens and the trajectory of John Butler Trio.

"Sometimes though [you think], 'who the hell is that? Courtney Barnett, who the hell is she?' Then all of a sudden she's the star of the show."