It's become something of a habit that Norwegian artists make their mark at the music industry showcase festival South By Southwest (SXSW) in Austin, TX. For 2011, no less than 18 Norwegian acts have received an official invitation to perform at the important festival which kicks off on March 17th.
South by Southwest is one of the world's largest industry festivals, and was held for the first time in 1987. The festival takes place in Austin, Texas, and attracts nearly 12 000 registered participants. Over the years, South By Southwest has become an important venue for international music business. This year's music program lasts from 17 to 21 March.
SXSW continues its eclectic approach to booking, having chosen such varied Norwegian acts as Marit Larsen, Datarock and Sondre Lerche as well as newcomers Kvelertak and Tôg.
Says Managing Director of Music Export Norway, Inger Dirdal:
- South By Southwest is an important showcase arena, and I am very pleased that so many Norwegian artists are invited every year. This shows that Norwegian music has a good reputation internationally.
It is, however, very important to focus on marketing and international networking well ahead of the festival to get noticed.
- With around 2000 artists participating at the event, it goes without saying that it is difficult to attract attention from the international music industry and press, Dirdal says.
The Norwegian line-up for SXSW 2011:
DE Håker Flaten
The Megaphonic Thrift
My Little Pony
Nico D & Admiral P
Simon Says No!
Youth Pictures Of Florence Henderson
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