Austin Power!

THE DAYS when Irish artists were satisfied with a week at number 63 on the UK singles chart and an annual Paddy s Day trip to New York are long gone. The music industry grows more global by the day and it s not just the big boys and girls like U2 and The Cranberries that are grabbing a slice of the international action.
Central to this is the ever-expanding support network which exists for aspiring world-beaters. Talent still reigns supreme but once the songs are in place, you ve got to be able to identify your market and push the right buttons to access it.
It s with this in mind that Hot Press is joining forces with IMRO to ensure an Irish presence at South By South West, America s fastest growing music and media conference which takes place in Austin, Texas in March.
SXSW is in many ways the trans-Atlantic equivalent of In The City, an artist-driven event which will be attended by upwards of 6,000 delegates.
It s basically a huge great big shop window for bands to exhibit their wares, says South By South West s Irish representative Una Johnston. Whereas at MIDEM last week the buzzword was units , SXSW is about the development of talent. My feeling is that the bands who ll do the best from Ireland are the ones who ve established themselves at home and are now seeking international partners. It could be that they want a licensing deal for their album or are looking for an American agent or manager.
The effectiveness of South By South West as a platform for young bands is underlined by the fact that since 1993, the number of demos submitted for showcase consideration has risen from 2,600 to 4,000. On top of this, the number of gigs and the people attending them has almost doubled.
They say that Austin has more live venues per head than any other town in the States, and I believe it, Johnston continues. There s a huge youth population there, courtesy of the University of Texas whose scriptwriting course is almost single-handedly responsible for the new wave of American film. There s also a big multimedia software scene and hippies on the council which makes it a liberal oasis in what s otherwise a desert of Republicanism.
Although there s been Irish participation in South By South West since its inception, this is the first time an official IMRO-led delegation has travelled over. Johnston s credentials for co-ordinating the visit are impressive, her association during the 80s with the New Music Seminar meaning that she s fully up to speed with the quirks and peculiarities of the American music industry. On top of that, herself and her Carpe Diem Productions partner Lisa Tinley were major players in bringing In The City to Dublin and are currently in Cannes seeing what MIDEM 98 has to offer.
While the make-up of the delegation won t be finalised until next week, Johnston says that the quality of the demos they ve received is exceptionally high .
I ve no doubt in my mind that we re going to make a major impression at South By South West, she enthuses. Our stock, which has always been high with the Americans, has shot through the roof in recent years. There may be a slight credibility problem to address the Riverdance phenomenon isn t without its downside but you can rest assured that won t deter the A&R men. And women. The US industry is far less male-dominated than its Irish and UK counterparts.
In addition to the IMRO/Hot Press stand, Carpe Diem are also overseeing the compilation of a CD sampler which will be distributed among delegates. It could be the start of something big Ron Sexsmith, Catatonia, Fear Factory and Boo Radleys just a few of the showcasers at SXSW 97 who ve seen their Stateside careers spiral upwards as a result.
Getting on in this business is all about being in the right place at the right time, Johnston concludes, and I think South By South West scores on both those counts.
For more information on IMRO and Hot Press involvement in South By South West, call Una Johnston or Lisa Tinley at (01) 4970381.