schoolboy-q

The headline plastered along rap e-zines and more this afternoon circles around ScHoolboy Q saying what plenty have been thinking about SXSW: the corporate takeover is in effect. Q, in an interview with The Associated Press, bemoaned that the festival was changing for the worst, “It’s stupid. They changed it all up. It’s corporate. I don’t ever want to come back unless they change it to where the fans are in. I’m tired of performing and seeing my fans outside the gate. … That’s not fair. It’s not about the fans no more, it’s all about money, who can give you the best look.”

Q is of course referencing towards the numerous international companies with big budgets and branding who make fans go through all types of shenanigans in order to even catch a certain performance. The full quote will get buried behind the statement, “I don’t ever want to come back.” Samsung had wristbands of their own for Jay Z & Kanye West at the Austin Music Hall and due to high demand, many were left out in the cold chill of the night last Wednesday. The same could be said for anybody attempting to enter the FADER Fort yet that is a yearly excursion in itself.

How does one combat the corporate nature of SXSW now? Simple, find your way to the bands who don’t necessarily have major brand deals or are at the top of the pop charts. Enjoy niche artists now because in a few years, it will be those guys you have to go through hoops and bells and whistles in order to see them.

The popularity of SXSW created this money monster — and the cycle will only continue as long as SXSW becomes not just a destination for music fans and industry insiders but people who flock to Austin for their own brand of Spring Break.