Three days into the music portion of SXSW and we have had plenty of BBQ, exchanged about 100 business cards, drank a dozen or so Shiners, and slept a total of 6 hrs.
Today is an exciting day because of the untraditional space that we are showcasing in. It’s in the 4th floor of the convention center and it’s for badge holders and sxsw wristbands only. So the odds of more than 20 people showing up are against us but we are confident that the line up is solid.
10:00am – SDE Staff arrives fot set up. Banner is hung, twitcam is tested and re-tested. Gustavo Galindo & crew arrive to drop gear off.
11:00am – Adanowsky keyboardist shows up… but band is nowhere to be found. He is slightly aggravated. Alicia from sxsw drops by to check in and with her are Wil-Dog & Asdru from Ozomatli. We strike up a conversation with Wil-dog about his banda side project, El Gavachillo and find out he is quite serious about this new endeavor.
12:00pm – Soundcheck all done, Jose Galvan introduces Adanowsky to a mere 20 people. Twitcam is up and running and it sounds better than the wednesday night showcase. Within 5 minutes the energetic sounds draw more and more people into the room. Adanowsky proves he is a great performer and a versatile dancer. He also tells a story about Devendra Banhart that apparently Gustavo Galindo retold throughout the day.
1:00pm – Gustavo Galindo takes the stage after an electric performance by Adanowsky and the Red Pants. He launches into his amazing tunes which were not really done justice by the sound system at our first showcase. He is a solid performer anywhere you put him. It is here where we realize, that Josh Sontagg is an amazing guitarist. Adrian Sosa, producer of the album, and Bajofondo member, is also quite good on drums. They run through 40 explosive minutes… minus wheels of thunder… bueno para la proxima.
2:00pm – Mexican Institute of Sound begins with they heavy pounding, Cumbia; opening track from Soy Sauce. It’s a display of energy, cool dance moves and amazing catalogue which frontman, Camilo Lara insists is only worth getting if you start at their third album. A lot of random people who happened to hear the cumbia beats as they walked past fill the room. MIS brings everyone to their feet and the inside of the convention center has now been transformed into a party!
2:45pm – The set & showcase end with the crowd jumping up and down with MIS.
3:00pm – Our duties as presenters and hosts are over and we head to the driskill for drinks and some well deserved grub.
At the Driskill we run into Francisca Valenzuela, her tour Manager, and Paul from Nacional. We chat for a second but decide to get a nap in before the night showcases begin.