Aurora (Aksnes) seems something of a prodigy from her Wikipedia entry. She started writing music at the age of 10, released tracks at 16, and had signed with Decca Records when she was 18. Even The Guardian and the BBC have picked up on her precipitous rise. But you needn’t take other’s words at face (or ear) value. Running with the Wolves is clearly a strong effort from any would be singer-songwriter, let alone one at the age of 20.
While the distinctly Nordic bass line draws one close, it’s the choir that does one in. The imagery blends and transforms itself so seamlessly into that of a deathly struggle over a moonlit fjord at -20C that you might have chills running down your spine. The quiet-to-loud, simplistic-to-multiplexed type of dynamic contrast is at work here, too. Of course, I’m under no illusion that the chorus is anything other than her own voice overlaid – but it is fun to suspend disbelief for a second and imagine if it were the Franciscan friars. It would sound so much more final. This is, indeed, that dramatic of a song. The name of her forthcoming (March 11) album – All My Demons Greeting Me as a Friend – is no less comprehensively dark. But who am I to argue with a shade of youthful nihilism as an means to an end, if the end is this interesting?
Somehow, someway, Chairlift has risen from the ashes of mediocre indie pop bands to a band I really like in the past few years. The elevation was unexpected but not unwelcomed. It’s kind of like goat curry, I never thought much about goat curry but then a few years ago I moved close to a restaurant named Jerk King and that place happens to serve goat curry, and also it was open really late. So one night, I don’t know why, but I will place it on the mystery known as fate, I walked into the place and decided to have a go at the goat. Why not right? I liked it, but didn’t think about it too much at the time.
Slowly and surely, as time progressed, I found myself visiting this Jerk King more and more. With increasing frequency, I found a certain gravitational pull to the Goat curry. One day it dawned on me and I came to the stunning realization that I do, in fact, like goat curry.
This is kind of like Chairlift. We all know them from the track Bruises, which was on ipod commercials. Then they released a few more albums and had some songs such as I Belong to You and Amanaemonesia. Those songs were good, but over time, I found that I did listen to them more then I expected. It didn’t hurt that they were accompanied by some of the most creative videos out there. I wonder if Chairlift likes goat curry, part of me thinks that Caroline Polachek is vegetarian. But then I can also see her eating sushi. Does she eat sushi? will we ever know.
Anyways, they put out a new album this year called Moth and it is fantastic. It might be their most commercial album yet and the track Moth to the Flame is sure to be very popular once they release it as a single. I love the first notes of the song, it makes you think like it’s a Color Me Badd track before ascending into danceable territory.
They are playing at SXSW so you should get some goat curry and check them out.
Here is the song Moth to the Flame. Dance to it you little bitch.
SXSW Interactive is coming up. This will be my eighth time there. One of the most fun aspects of SXSW Interactive is the parties thrown by all kinds of corporations in hopes that will get enough social media recognition to get that elusive SXSW buzz. But really, they just have a lot of capital investment money to burn and I say, let it burrrrrn.
Let’s be honest, there are an insane amount of SXSW parties at SXSW. But how do you determine where to go? Sure, Google might hire Snoop Dogg to play a show and if that’s the thing, then you do that. If you are a little less discriminate towards special guests, then it comes down to a few things. Food, and booze. I might write another article about free booze later, but for now, let’s talk food. It is after all, the only thing that truly nourishes*.
Having quality free food can mean the difference between having a raging party or having a sad, sad party where all the employees of some random startup wearing clever (but never that clever) company shirts have to stand around and actually talk to each other waiting for the knight that never comes.
Anyways, here is my definitive ranking of free food, subject to change depending on my mood**
As a rule, since we like rules, I am ruling out country specific parties, because those would win. I am looking at you, Germans (they throw a massive party every year where they import German chefs to cook some serious good food)
Popcorn
Does this look like a movie theatre? No. Popcorn is cheap and it smells. I only accept smelling like cooked butter when I’m at the cinema. Plus it gets everyone’s hands all greasy and then I have to wipe it on some random stranger’s back, pretending that I’m just being a friendly person.
Tiny Empanada’s and Spring Rolls
These would rank higher, but when you serve these, much like at a wedding, you know they run out quickly, leaving you slightly hungry and bitterly unsatisfied. The next thing you know, you maneuver yourself closer and closer to the door where the server comes out, pouncing like a leopard the second those poor servers come out with the tray. Maybe that’s just me, and sometimes I hate myself for doing that. Why am I so desperate for free spring rolls? Is this just a competitive thing? Maybe it goes deeper then that, but I am not willing to find out (I also do the same thing at weddings).
Tortilla chips and Salsa
I don’t caaaaare if you have multiple color chips for me to dip into that jar of Old El Paso you are trying to pass off as legit southern Tex Mex salsa.
Guacamole
I do care if you sudden bestow this green lump of greatness beside those said tortilla chips. What is even better is if you have a person standing there behind some stand making guacamole live. There actually is a showcase where bands will make guacamole live. Click here to rsvp
Wings
I normally love wings, but it seems very ill fitting to have wings at SXSW, but I have respect for companies that bring wings. I know Samsung always has jerk wings at the blogger lounge starting at 3pm on the 4th floor, and you know that’s not too bad, just not fitting within the theme. People seem to love them, and if you think about it, the more people around you eat food you don’t want to eat, the better it is for you when the food you want to eat comes out, so maybe it’s not so bad.
Vegetables and Dip
In my regular walks of life, I wouldn’t put this as high, but frankly, there is a serious lack of vegetables at SXSW. So much so we do at least one if not two trip to the mothership Whole Foods store just for the salad bar. So long story short, veggies are always appreciated.
No name BBQ
While everyone loves BBQ in the South (some would say a little too much, but who I am to judge), all the newbies at SXSW think that all bbq food in Texas are created equal. Sadly, just like life, that is not the case.
No name BBQ can ruin you because
a) they are filling (limiting your ability to eat more) and
b) you will take too much and then feel guilty if it’s bad and eat it all instead of leaving it there to waste away.
But it can also be surprisingly good, so that’s why it’s ranked right here. It also fits the theme.
Burgers
I think burgers as a default, are fairly solid food. You can’t really mess up a burger unless you oversalt it or overcook it. I guess you can mess it up. Either way, I think the base line level of a burger lies slightly higher then a dried out brisket, so that’s why it’s here. At this point, all companies serving this food has got game, so it’s just a matter of pickiness at this point, much like the last five episodes of the Bachelor or something.
McDonald’s French Fries
You know, I try to maintain a healthy lifestyle to the best of my abilities but dammit, how can you turn down free McDonald’s french fries? You can’t! McDonalds set up a massive tent last year and THEY HAD AN OPEN FRENCH FRIES BAR. It was the best/worse thing ever, and it was the best. Salt city. They also had a real open bar and it was kinda odd to drink straight bourbon with endless amount of French Fries. By odd, I mean awesome. They weren’t actually supposed to serve bourbon (they had some shitty mixes they were supposed to make) but you would be surprised what a five dollar tip can get you for the rest of the night.
Tacos, Breakfast Taco’s
When I see a taco bar at a party, I do my best Denzel and say “he got game”. This is all we really want.
Food Truck/Austin branded food
Unless you bring out a food truck that serves free whatever – chillantro tacos, briskets, random East Side King stuff. This to me, is the best, because it’s totally Austin and the food trucks are always good. It’s definitely the best.
Salt Lick’s BBQ
Unless you serve this (or something equivalent – Rudy’s, Franklins, etc). Microsoft threw a party once where they had this and I was unable to eat it because I had filled myself elsewhere. Still sad about this one.
In the end, what am I saying, free food is always good food. So bring it on.
*That’s a Richard Gere line from Autumn in New York
** So not that definitive
SXSW Interactive is coming up. This will be my eighth time there. One of the most fun aspects of SXSW Interactive is the trade show. For two or three days, starting at 3pm, the conference halls in Austin Convention Center is turned into a giant labyrinth of stands full of exciting startups looking to make an impact, existing tech giants struggling to be relevant and random state/country endorsed business groups trying to entice all the bright minded millennials to work in that region. I shit you not, there’s an Iowa contingent going there this year. Do you like silence? Fields? Tech? If all three check yes, then Iowa is the place for you.
With so many options, the one crucial question everyone who ponies up the cash has to ultimately ask themselves is this: How do I get the attention of the crowd?
The answer is usually SWAG.
Everyone gives out swag at SXSW (I think SWAG stands for Something We All Get) and as much as we all hate to admit, free stuff is pretty awesome.
However, there are different levels of free stuff. What’s good? what’s ultimately worthless? I’m glad you are as intrigued as I am about this, so here is a list of SWAG at SXSW from worst to best.
Guest List or Fast Track Access to Your Party
Seriously, no one gives a shit about your party later that evening featuring some random indie rock band from Oklahoma so stop using invites as an enticement.
Pens
I’m sure all the cleaners at the hotels have a great collection of startup endorsed ballpoint pens by now.
Earbuds
The concept is great, however most people now have nice high quality ear buds so the thought of using some cheap branded earbuds at any point of my life outside of absolute emergencies is almost non-existent.
Koozies
I used to think these were cool, but realistically, unless you live in the South of the US, koozies are not a high necessity of life. I live in Canada; when I leave my beer outside, it freezes.
Beer Bottle openers
Although I am quite averse to koozies, beer openers represent a functional item that is often applicable in life. It’s also one of those things you frequently lose. Sometimes they are cleverly done, like Bates Motel:
Shades
Good party material, can help in a pinch and often in a funky color. While the material is often cheap, I do appreciate me some color shades once in a while.
T-Shirts
Surprisingly useful, t-shirts are probably the most popular items at any booth. The key is to get a good design and don’t have the logo of your company featured prominently. I think half my closet is free t-shirts. I don’t know what that says about me. Probably a lot.
Baseball caps
If subtly made, baseball caps are great way to promote your brand and provide protection from the sun. Look at that dropbox hat? No one probably even knows what that logo is.
Flasks
Amazing swag because you can also use it at SXSW. I think to this date, I have only encountered two companies that gave up flasks – SESAC and Spin. Good one.
Nalgene Water Bottles
An even more amazing swag because these are companies that care. Dehydration is a serious thing at SXSW, with the hot sun, hot weather and the long days. Any companies that hydrates people definitely have something on their mind.
Mobile batteries
By and large the kings of SWAG. The constant problem everyone has at any festival is power. This is most definitely the best swag you can get and it’ll get you a lot of love, so what are you waiting for?
At the end of the day, it just highlights how tough it is to get attention at a conference of this magnitude. Good luck to all.
