TGTF Guide to SXSW 2019: this year’s recommended keynotes and speakers

By on Wednesday, 6th March 2019 at 11:00 am
 

Every year without fail, you can count on the SXSW Conference to bring you an illuminating parade of industry visionaries and artists speaking next month in Austin. In a few weeks, there will be an awe-inspiring selection of sessions to sit in on and engage with as part of 2019’s Conference. Below is just a smattering of what music programming is on offer this year.

A$AP Rocky and Gorden Wagener (Monday, 11 March, 12:30 PM) – The announcement of A$AP Rocky as a SXSW 2019 showcasing artist has been huge. Quite possibly as huge is his session on the 11th of March to discuss his success with development and sales of his own athletic wear and accessories. (You can check out a recent interview he did with Los Angeles radio station Power 106 before a live appearance at the Forum.) Joining him in this session is Gorden Wagener of Daimler AG, responsible for directing everything related to the customer experience at Mercedes-Benz. The importance of creativity, branding and fans and followers will no doubt be discussed in this session.

T-Bone Burnett (Wednesday, 13 March, 11 AM) – He may not be a household name you recognise, but you definitely know his work. Musician, producer and songwriter T-Bone Burnett has composed the soundtracks for countless films and produced many albums, including those that launched the careers of Counting Crows and Los Lobos while helping reinvent and relaunch those of Gregg Allman and Roy Orbison. Burnett will be releasing his 13th album ‘The Invisible Light’ in April, so he’ll be chomping at the bit to talk about his newest work.

David Byrne (pictured at top) (Wednesday, 13 March, 12:30 PM) – The former frontman of Talking Heads and multi-award winner will be speaking about Reasons to Be Cheerful, a platform to drive social change he launched last year. The purpose of the Web site is to give people the tools and information to make changes locally to social issues as diverse as climate and energy to transportation. For a taste of what Byrne might talk about, I’ve embedded below a talk Byrne gave in early January 2018 at the New School in New York City.

Lance Bass (Wednesday, 13 March, 12:30 PM) – You remember him, Lance was the blond bass singer in *NSYNC. In case you somehow missed this, since his former ‘90s boyband’s implosion, he has become an actor of stage and screen and a gay activist. He even had a turn on Dancing With the Stars. Perhaps it’s surprising that his appearance at SXSW 2019 will be to talk about his current career as a film and tv producer. Like Madonna, Cher and many other legends in the music business, he’s proven resilient in successfully reinventing himself, his time as *NSYNC fading into the distance.

Shirley Manson and Lauren Mayberry (keynote; Thursday, 14 March, 11 AM) – These two female titans of Scottish music will be appearing at Thursday morning’s Music keynote. It’s being presented in association with PRS Foundation’s Keychange programme and will be centred on discussions about “creativity, the music industry and the female identifying narrative.” Both have been outspoken on feminism and and equality in the business; below, watch an interview with Mayberry at Australian music festival Splendour in the Grass.

Laura Jane Grace (Thursday, 14 March, 2 PM) – Formerly the founder and frontman of punk band Against Me!, Grace is a transgender musician who has become a role model for those struggling with gender identity and dysphoria. With her new band Laura Jane Grace and the Devouring Mothers, Grace is headed in a decidedly more intimate direction with her first solo album. The changes in her life over the last 6 to 7 years have thrust her more into the public limelight, and I’m sure she’ll be using this platform at SXSW 2019 to revisit key events, as well as discuss the music she’s making while Against Me! is on hiatus.

Björn Ulvaeus and Niclas Molinder (Thursday, 14 March, 3:30 PM) – Ulvaeus is best known as a Swedish songwriter and producer of international giants ABBA and the co-composer of Mamma Mia! and other Broadway musicals. He will be making a stop at SXSW 2019 along with Niclas Molinder; both are cofounders, along with famed pop songwriter and producer Max Martin and manager Ash Pournouri, of Auddly. Auddly is described on the SXSW Web site as “rapidly setting the standard for how music creators, their collaborators and their representatives are identified along with accrediting their contributions in compositions and recordings.” A worthy enterprise, indeed. Ulvaeus seems like such a great interviewee, as evidenced from the BBC One Show clip from last year below.

Adam “Ad-Rock” Horovitz and Michael “Mike D” Diamond (keynote; Friday, 15 March, 11 AM) – The surviving members of seminal NYC hip-hop trio Beastie Boys will be stopping by SXSW this year for the Friday morning keynote session during the Music part of the SXSW Conference. Late last year, Horovitz and Diamond released Beastie Boys Book, 6 years on from the untimely death of their bandmate Adam “MCA” Yauch.

Ross Golan (Friday, 15 March, 11 AM) – Like T-Bone Burnett described above, Ross Golan isn’t exactly a name that will ring too many bells but I can guarantee you’ve heard and appreciate his work. Golan penned Ariana Grande’s ‘Dangerous Woman’ and 5 Seconds of Summer’s ‘Mrs. All American’, among others. However, I don’t think Golan will be in Austin to rest on his songwriting laurels and will be speaking on something else near and dear to many artists and managers’ hearts. He’s a major champion of the Music Modernization Act, which was signed into U.S. law last October and aims to move forward with better best practices in issues of copyright in the digital age. He’ll be discussing this, along with the future of songwriting.

As always, the schedule of events at SXSW 2019 is subject to change. For the most up-to-date information on the SXSW Conference, visit SXSW’s official Web site.

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