The SXSW Music and Media Conference just wrapped up its 24th year, having grown from a small music networking event into the premiere industry meeting place each spring. Supernova.com was right at the center of the action this year, and was invited to judge, present, speak and (of course) party at both Music and Interactive SXSW.


Well represented, Supernova co-founders Sandy and Elliott Hurst hit Austin at full force for a week of amazing artist performances, industry development and music innovation. As the only social music network to promote its bands and produce live events, Supernova.com also had saw representation from bands that played on our stage in the past – it’s amazing to see so much successful talent that we can recognize! Shout outs to The Notekillers, Stone Guard, Maximum Sixty and everyone else who made it down!


Besides having over 2000 performances to choose from, Supernova was also involved in presenting some of the most unique elements of SXSW innovation. Starting with Monday's Microsoft BizSpark Accelerator competition, Elliott was invited to judge hopeful contestants like winners Siri and Bump.



Not only did Supernova help award the best interactive products currently at launch, we also judges alongside other experts in social media innovation: Scoblizer, David Dunne, Chris Brogan, and “hard ass judge” Jeff Pulver (founder of the 140conf). At a conference known for its music celebrity presence, there was an amazing collection of media superstars to meet and exchange ideas with.

As is often the case, there were also tons of press and industry reporters at the SXSW events. Supernova didn't escape the media frenzy, and happily sat down to a Level 3 Red Couch Session to discuss some of the core issues at this year’s conference. You can watch the complete interview here (we'll have a copy soon), to see Elliott discuss how technology is changing the way artists interact with their fans, and the evolving social element to industry sales, distribution and marketing.

“It’s like, why do I have to be a business on top of being an artist? But it’s true; if you’re an artist, you’re a brand now. And if you’re going to be a brand, you’ve got to get your brand out there…

It’s extremely challenging for musicians, because their forte is in being creative and in creating music. It really should be encumbered on others who have a forte in marketing, distribution and sales to work with that artist. But at the beginning, you have to do it all yourself.”

Elliot’s Red Couch session also drops hints on how artists can breakout and be recognized in today’s industry, in particular young ‘DIY’ or “EIY’ artists. As Supernova’s specialty, it was great to bring new ideas to a seemingly exhausted idea… that successful bands need to expose their music to new fans.


Funny enough, some of Sandy and Elliott’s favourite memories at SXSW had nothing to do with the conference element, but instead the dozens of parties and VIP events taking place all over Austin. Breakfast in a cone outside the convention center was a big hit, as was their trip to Eddie V’s (Vedder’s) Steakhouse for Elliott’s birthday.

Hitting up the SoundCtrl Fast FWD awards show, the Steve Madden Party featuring Neon Trees, and The Canadian Blast BBQ featuring Plants and Animals led to plenty of crazy stories on 6th Street not suitable for print (Nasty’s?) …we'll spare you details, but they all seemed to end at the IHOP the next morning.



Finally, Supernova wrapped up the week’s events with a powerhouse panel looking at how to Socialize Your Network with Tech Tips that Rock. The panel was hosted by Brad King, and as Supernova’s founder, Elliott was invited to discuss how a changing industry is redirecting AR trends, changing revenue models, and putting greater emphasis on the value of fans. Co panelists included Mickipedia and SonicLiving, who were both great for generating discussion around these core issues.

Since Supernova.com is entirely built around band and fan interaction, it was wonderful to hear so many attendees echoing what we already hold true: that by attracting and engaging with new fans, artists can build a more solid foundation for their industry careers.

Having wrapped up a massive 24th year, the 2010 SXSW Music and Interactive Conference proved to be an educational (and exhausting) experience… with plenty of blurry photographic evidence to show just how big this event has become.

Now that Sandy and Elliott are back home, Supernova is gearing up again for the NXNE 2010 conference; where we get to do it all again, only on our home turf! But no big deal… we consider it off-season training for next year’s SXSW.