Austin Sound Check

“Wanting people to listen, you can’t just tap them on the shoulder anymore. You have to hit them with a sledgehammer, and then you’ll notice you’ve got their strict attention.”

Going into SXSW 2009, Detroit rapper Invincible was one of the artists I was most excited to see. The quote above, from Kevin Spacey as John Doe in Seven, is a sample used in her song Sledgehammer! and really sums up how I feel about this year’s SXSW music festival. Over four days of music, including thirty-five different performances, most of the musicians I saw could use more sledgehammer in their songs.

The best performances I saw were from Invincible, K’naan, Niña Dioz and Evangelicals, and each was a distinct highlight of my SXSW experience. There are many musicians in this world, but those that are truly artists convey a message, a feeling or an emotion in their performances. Through their words and their music, true artists connect with their audience and use a metaphorical sledgehammer to make their mark on the music industry.

Invincible champions the plight of the Palestinian people, K’naan that of Somalians. Niña Dioz embodies the transcendant nature of the rap. She’s a Spanish-speaking female MC and a testament to the far-reaching influence of a genre first pioneered in the United States. Even Evangelicals possess their own sonic sledgehammer. Not literally, with thundering guitars or bone-rattling bass, but in well-crafted indie rock songs with deeply introspective lyrics that a diverse fanbase can relate to.

Other performers like Colin Munroe and Iglu & Hartly were clearly playing SXSW at the whim of a suit at a major label. Both those acts specifically, as well as a handful of others, were almost an embarrassment to watch, lacking real substance in both their songwriting and performances. Iglu & Hartly were the worst offenders musically, and I was honestly not surprised to hear that frontman Michael Anderson Jarvis was arrested during their stay in Austin. If he spent less time at cliche drunken antics, and more time channeling energy into Iglu & Hartly’s music they might actual resemble true artists.

Overall, I was pleased with my SXSW experience. I entered the third week in March with a desire to see breaking artists, musicians on the cusp of big things and had no problems doing so. It’s common to hear people complain that they can’t get into see the big names playing SXSW. If that’s all you’re interested in at SXSW, you’re clearly missing the point. Many incredibly talented musicians are waiting to be heard, just below the surface that’s crowded by major label acts. Music is and will continue to be a powerful medium, but only the most talented artists fully realize the potential they hold in their hands.

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