SXSW and The Fader Fort by Fiat
As one of the worlds busiest and most important music events of the year, SXSW has today almost become just as much about brands as of bands. Since starting 25 years ago as an alternative festival in what still considers itself the ‘World Capital of Live Music”, Austin, the conference and festival (which also includes film and interactive), now features +2000 artists, from all over the world, showcases, parties, keynotes and major events taking place in bars, parks, parking lots, hotel pools and basically everywhere throughout the city, during a busy two week period.
In addition to that, Austin is flooded by innumerous brands that through official partnerships with SXSW or independent events try to get a share of the crowd of music fans, consumers and tastemakers. One event is The Fader Fort, a concept developed by The Fader Magazine and its parent company Cornerstone. Always featuring the most talked about talent, top of the line event production and lots of free beer, food and products, it has been the most popular and well-produced event at SXSW during the last few years. Basically, it is here you probably will see ‘the next big thing’ before anywhere else.
Located a few minutes walk from the main SXSW venues the event is open for anyone over 21, who RSVP’s in time. Everyone at The Fader Fort is treated to a range of free products, and bands performing at SXSW are taken care of by special coordinators. As for this year, visitors could grab free hats from New Era, get their music gear tuned in a workshop lounge, play ping pong next to the DJ booth, and enjoy old school movie popcorn and free beer. From a special media lounge, bloggers and journalists helped promote the event to the external world, while Sirius broadcasted live satellite radio from a small booth in the centre. Further down behind the stage, The Fader team hosted interviews and streamed the event online. At the other end in an almost hidden lounge by the exit, VIPs and performing artists could pick up giveaways from Converse and TDK, and jam in a mockup of Converse’s new studio. In short, there were lots of places to hang out, get free swag and have a good time.
For the past few years, the setting of the dusty old warehouse on an equally dusty old street has been ideal for the Fort’s regular sponsor, Levi’s. However, after Levi’s surprisingly dropped their commitment at the end of last year, Italian car giant FIAT became the new title sponsor. Sadly, even though there was a potential of doing something new and original given the car company’s great history and widespread popularity for its older car models, it appeared like FIAT had no clue how to approach the event… The bright and shiny cars, which frequently were polished by teams of non-Italian-but-Italian-looking models, appeared like they had been dropped randomly inside the event without any natural connection to the event itself. Added by a number of oddly placed business reps hanging out in the midst of all the relaxed young festival goers, the vibe of car sales offices and bad Italian TV-shows was getting stronger by the minute. To top it off, a brass band was jamming music beside – using old car parts as the instruments. Previous years have also featured local brass bands welcoming guests to the entrance, but then luckily they have been allowed to keep their own instruments. Hopefully they will get to do that next year as well.
By: Eric Welles Nyström, member of the Heartbeats Movement