Behind Two of SXSW Music’s Biggest Free Lineups
How media players and Penske partnerships avoid the sophomore slump
By Rachel Rascoe, Fri., March 8, 2024
After the pandemic washed out quite a few prior activations in the two-year festival gap, South by Southwest – with music-focused dates stretching March 11-16 – has developed some new marquee concert events. Alongside the return of events from Audible, Billboard, Porsche, and beyond, second-year mini-fests from Rolling Stone and Jaded offer particularly notable free, open-to-the-public lineups.
The Chronicle chatted with organizers behind both about their sophomore stints at the fest.
Rolling Stone’s Future of Music
After showcasing in years past, Rolling Stone upped the ante last year with the launch of their multi-day Future of Music concept at ACL Live at the Moody Theater. The upcoming edition, March 12-15, packs daily headliners Teezo Touchdown, Peso Pluma, Flo Milli, and Faye Webster, as well as Austinites Dylan Gossett and Jackie Venson on March 15. The showcase is open to SXSW badges, and those without festival credentials can RSVP on a first-come, first-served basis.
Of early festival talks, Rolling Stone CEO Gus Wenner says: “We were simultaneously developing this new editorial franchise, and it felt really natural to bring that to life at SXSW.”
As some artists walk out onstage in Austin, digital Rolling Stone covers will debut behind them onscreen, before the now-annual Future of Music issue hits newsstands in April. As to what exactly an “editorial franchise” is, Wenner points to the magazine’s Musicians on Musicians interview concept, which lands in print, video, podcasts, and at events.
In 2017, Wenner oversaw the sale of Rolling Stone to Penske Media Corporation, which acquired a 50% stake in SXSW in 2021 as the festival faced pandemic-induced financial struggles. (The Chronicle’s co-founder and owner, Nick Barbaro, is also a founding partner of SXSW.) Wenner, the son of Rolling Stone co-founder Jann Wenner, says the companies’ shared ownership “definitely” helped in development of the Future of Music. “Our incentives are aligned creatively and being somewhat under the same umbrella makes it really easy to have that conversation and work together,” he says.
At SXSW, Rolling Stone also partners with the company behind Poo~Pourri for an activation featuring live music and an inflatable 30-foot-tall poop. After a challenging year for music and culture journalism outlets, Wenner says connecting with readers in person is critical. “Our whole goal is to think like a multimedia company. Our driving force and our soul is the journalism and our point of view on the world, music or otherwise – but from that, we have to be super multimedia, and events are really important,” he says.
“I’m not saying that’s how every media company strategy should be, but it’s certainly where our focus is – especially in a time where you look around, and it can look pretty bleak out there.”
Jaded’s FRIENDS: FOREVER
In some serious brand cohesion with alternative K-pop group Balming Tiger and pain relief rub Tiger Balm, brand-new entertainment company Jaded debuted Cheer Up Charlies last year. The showcase, called Tiger Den, was heralded as the first full-day event in the festival’s history to exclusively feature Asian artists. Unlike staple showcases like Japan Nite and Taiwan Beats, Jaded co-founders Jing Wang and Cathleen Cher, both veteran SX attendees, sought to link both Asian American and international acts.
“Our approach has always been a little bit different, because we firmly believe that the demand has to come from the desire to see the art, rather than the desire to support the country,” says Wang, who’s held previous roles at Apple and Sony Music. “That is a true fan in terms of loving something for the music, rather than wanting to support Korea or Japan.”
For their second year, Jaded expands to two days at Empire Control Room & Garage for new showcase FRIENDS: FOREVER. The lineup, which will be free and open to the public before 7pm, includes acts like Rei Ami, Audrey Nuna, Alice Longyu Gao, Reality Club, mui zyu, and TENGGER. Co-founder Cher highlights headliner SE SO NEON as a Korean indie rock group largely unknown to American audiences.
“They’re not making K-pop, and it’s very intentional on our end, because we want to be able to showcase artists that are breaking barriers,” says Cher, whose former creative agency worked with Frank Ocean and Megan Thee Stallion. “As well as, you know, being able to showcase music that is just good.”
Some lineup artists will eventually land on Jaded’s roster as a label services company, an increasingly popular alternative to traditional record labels, focused on marketing and other à la carte offerings.
Wang isn’t shy about her aspirations for Jaded to eventually launch its own ticketed music festival, which, like FRIENDS: FOREVER, will not have “Asian” in the title.
“We’re deeply, almost obsessive, about not placing the emphasis on this 'all-Asian,’” says Wang. “The whole idea is it’s an extremely thoughtfully, carefully curated lineup that is meant to showcase just great music across genres, and the fact that everyone is Asian is a thing, but it’s not the main thing.”
Looking beyond the big names? Stay tuned for the Chronicle music team’s picks for 30 Breakout Acts to See at SXSW Music in next week’s issue, and up online soon.
