I have been here in Austin, Texas since Saturday for South by Southwest 2017. After 2 days of the tech and film conferences, it has already been an amazing and fruitful experience, and that’s not just because of the local BBQ food, I promise.
The music side of it all hasn’t actually started yet, so I expect everything to ramp up even further. At its simplest, the modus operandi of The Nucleus is to nurture and develop the best songwriting talent in Ireland and then take it to the world. We have come to the right place, because the world has come to SXSW.
SXSW has long since become more than a music festival and conference. 25,000 attendees are here for music. 25,000 for film. 35,000 for tech. Many more come for the education, food and comedy conference events too. But there is no doubt that at its heart SXSW is still a music industry event, and still an important one too. There is a pleasant paradox in the fact that so many companies here are promoting VR, AR and online interaction technologies, yet they’ve all spent money and time to be here in the flesh. SXSW is about seeing the whites of peoples eyes, kicking the tyres, and finding out that the random person you just had tea and great chats with, runs a company in another territory and you can both use each other’s services.
SXSW is big. Texas big. If a band or startup were to come here too early, they could be lost like a tiny piece of whirling crushed ice in a margarita machine. But if they come at the right time, it’s like one of the local Southern BBQ joints where everything is just-perfect-and-just-right. So how is it going for The Nucleus? … Pass the sauce please.