Art Meets Commerce On Third SXSW Day In Downtown Austin

AUSTIN, TX -- The streets were filled downtown as SXSW launched its third day.

The 10-day technology, music and film exposition that draws tens of thousands from all over the world to Austin each year was decidedly low-key in the early afternoon, but began to swell in attendance as the day progressed.

Music filled the air as one traversed the downtown streets -- musical strains ranging from swing, blues, hard rock and other genres emanating from the bar-lined 6th Street corridor, the styles (and decibel levels) changing gradually with each step.

Outside BD Riley’s the dulcet tones of songstress Tara O'Grady wafted through the air like a siren’s song beckoning the weary traveler. The charming Irish lass stopped to pose for this onlooker too bashful to walk inside, instead taking in the music from the relative safety of the sidewalk.

Moving northward on 6th Street -- ground zero of the revelry not just during SXSW but each weekend -- a largely youthful crowd descended upon the closed-off artery accommodating them.

Chamber of commerce sunny weather with temperatures in the low 80s lingered in the atmosphere like celebration, as if specially ordered from a divine source by city officials just a week after Austin saw heavy rains.

Three blocks away from the Irish pub, Flamingo Cantina prepped itself for the evening musical acts of a decidedly different flavor: Bands with names like the Phantom Shakers; Hans Gruber & the Die Hards; Danger*Cakes; the Rebel Flesh; Jimmy & the Mustangs; and Knockin’ Bones.

Not exactly "Oh Danny Boy."

The club called Friends (yes, like the 90s sitcom but so much better) in the 200 block of Sixth Street served as staging for a lovely jazz brunch, attended by the finger-snapping-in-lieu-of-clapping kind of crowd or the clapping-at-intervals-to-show-appreciation-of-musical-solos segment. Take your pick.

Along the way as one continued to walk, evidence of outright commercialism. Esurance had a booth situated on prime 6th Street real estate ostensibly to help revelers navigate the festival (although we both know good PR when we see it).

“Esurance is helping you get the most out of SXSW,” festival organizers explained on their website, by offering customized daily schedules, exclusive access, premium prizes, and more.

As one quickly walked past, a charming young lady from Atlanta conveyed details of the company she represented called Roadie, a kind of Uber or Lyft but for transportation of items, not people. She mentioned she personally used the service to transport her pet dog from Texas to her Atlanta home.

As she explained the company's business model (dubbed "Friendshipping") while offering a tote bag, a pair of young ladies interrupted with urgent news of the service they were promoting -- an app called FngrApp that “...with one finger and one gesture you can share anything on your screen in less than 2 seconds,” according to accompanying promotional literature.

The young ladies provided a sticker in the form of a hand with two fingers outstretched, the app’s name emblazoned across the palm.

“You realize you just gave us the finger,” Patch said upon taking said sticker. “But it’s okay.”

And then we all laughed.

Traveling westward toward 7th Street, the landscape was in stark contrast to the swelling crowds a mere block over. It was all quiet on the western front, the sight of people leisurely having a midday meal at the LLama’s Peruvian Creole storefront yielding a placid tableau.

Just catty corner to the diner due south a block over, St. David’s Episcopal Church was bathed gloriously in sunlight, standing in stony silence like moral conscience. Wordlessly, it seemed to convey to the growing crowds it faced down the street to celebrate life, by all means, but in moderation without overindulgence or debauchery that might lead to behaving in ways they might later regret.

But then again, the heavy police presence all along 6th Street also provided an incentive for calm celebration.

As evening fell, the crowds began to swell and the music became more amplified. We got the hell out of there, because to stay longer would require combat pay given the nighttime throngs that descend upon the place.

It was a nice outing, though, despite the quick exodus to avoid the crowds. If you do head out there in the evening, you’re on your own. But, by all means, have fun.

And if you didn't make it out today, don't fret: The festival runs until March 20.

>>> Photos by Tony Cantu