Photos by Joshua Guerra (@joshguerra13) | Review by Joshua Guerra and Catherine Marfin
Every year SXSW attendees wonder who’s going to be the next big thing to come out of the festival, and who’s going to pop up at the various showcases it hosts. The most popular showcases have always been The Fader Fort, Spotify, Samsung, YouTube, MTV Woodies, and Tumblr. This year is a little different with many big companies pulling out or not having a music showcase this year such as Samsung, YouTube, Capital One, Spotify, and the MTV Woodies.
Although YouTube did have a showcase, they did not host any music performances this year. It was also pretty shocking for the MTV Woodies to not take place this year as it has taken place the past few years showcasing rising artists which there have been many this past year who would have taken the stage if they had a showcase.
New showcases and companies that announced shows were Tinder, Lyft, Ticketmaster, Bumble, Netflix, and Express. Tinder might have stolen the show and surprised SXSW attendees big with performances by Miguel and Jhene Aiko. Lines took up the whole block of 9th/8th and Red River as many fans tried to get into The Mohawk which doesn’t hold many people.
The big surprise performance this year for The Fader Fort was Rae Sremmurd, which many people knew about before it happened because of Twitter, and they were also headlining night 3 of the SXSW Takeover that same night. Artists that made a name for themselves and played many different showcases throughout the week were Noah Cyrus, Duckwrth, and Billie Eilish.
Wasn’t much noise made around this year SXSW, but it was all about discovery and that’s what SXSW was always about since it began and it went back to its roots this year.
6lack, Billie Eilish, Common, DMC, Duckwrth, HAIM, Jhene Aiko, Kelela, Ludacris, Miguel, Mike Will Made IT, Noah Cyrus, Rae Sremmurd, T.I., Thutmose, Tinashe, Trae Tha Truth, Wavves
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