Vic's Diary: Preview 08

All aboard the gravy train, it's that time of year again... The annual South By Southwest music shindig in Austin, Texas is upon us once more - now in its 22nd Year!

Austin is the self-proclaimed live music capital of the world. The first time I heard this claim I was somewhat sceptical. But after six visits, I can tell you the magnitude of SXSW cannot be understated. Literally thousands of artists from across the globe accumulate to woo the world's music industry and media, and plenty of ordinary music fans too. There are over 50 venues, from huge theatres to dingy bars, with record shops, churches and even car parks being pressed into hasty service to host gigs, parties and the famous barbecues. The whole city buzzes like nowhere else.

Radio Scotland were actually the first BBC network to broadcast live and produce programmes from Texas in 2003. This year, two of my 'BBC Introducing on Radio 1 in Scotland ' shows will come from Austin. I'll be keeping you informed right here with daily diary updates, and filming various video missives with interesting characters - as well as following the antics of the eight Scottish bands taking part in this year's Scottish showcase.

Scotland's musical profile is increasing, at SXSW and across the globe -we are at the cutting edge of new music. Every year, in almost every genre, a genuinely innovative and successful band arrives and delivers to its potential. SXSW is instrumental in helping this happen, especially where the American market is concerned. However, SXSW is not solely for US benefit - countries as diverse as Japan, Sweden, Cuba, Australia and Spain all showcase in Austin. And, oddly, it's often in Austin that a British band comes to the attention of the British industry. Public funding bodies may be involved in helping to foot the massive bills - in our case, it's the Scottish Arts Council helping six of the eight bands travelling from Scotland.

It's a costly business, flying a band out there, feeding and watering them - and, since the whole venture can often lead to nothing, there is a sense of desperation for many. But not at the cost of having a good time. Texans are extraordinarily gracious and friendly hosts. The venues often have a ramshackle feel, with off-the-cuff gigs happening in backyards and on patios. The soundsystems, service, food, drink and bonhomie are second to none. The cliched view of a Texan is of a right-wing, gun-toting, xenophobe - but I've never met friendlier and more open-minded people than in Austin. It's an oasis of art, culture and bohemia. I look forward to flying out every year, consuming my body-weight in Tex-Mex and margaritas, and most importantly watching hundreds of bands - many of whom will be the stars of tomorrow, that we'll all be discovering again in a year's time.

So, check the diary, watch the videos, enjoy the photos and listen to the radio shows, for a peculiarly Scottish flavour of the greatest music festival on the planet.

Paul Cardow interview

Interview with Scottish promoter, Paul Cardow

Links

On the BBC

• Scotland's Music
• SXSW Blog

On the web

• Official SXSW site