Prince 2013 SXSW Concert In Austin Indelibly Etched In Fans' Memories

AUSTIN, TX -- Even the so-called "live music capital of the world" was awed by the splendor and majesty that was Prince.

The iconic artist, who died Thursday at the young age of 57, played SXSW in 2013 and to say he blew the roof off the joint is to diminish -- nay, demean -- the transcendent impact he made with his singular artistry.

Even by the high standards of organizers of the annual music festival, Prince took his performance to a different stratosphere -- the musical heights in which he was accustomed to reside, yet displaying a musicianship for which no one was prepared.

Even years later, those who were there to see him perform -- those lucky few to be in his orbit that night -- are still in disbelief it actually happened and that it wasn't a dream: "Prince at SXSW Music 2013: “You're kidding, right?" reads the headline of a retrospective by organizers as part of a 30-year retrospective on the festival.

Over the years, SXSW has hosted the biggest musical acts, among them some legends: Bruce Springsteen; Johnny Cash; Smoky Robinson; Tom Waits; Metallica; Eminem; Norah Jones; Justin Timberlake. Did we mention Smoky frigging Robinson has played here?

"But in terms of fame, talent, respect and influence, no SXSW booking has been more spectacular than Prince at La Zona Rosa in 2013," A SXSW correspondent wrote last year as part of the retrospective looking back at three decades of musical performances.

Even SXSW co-founder Roland Swenson -- who knows a thing or two about music -- was blown away. And even he was on a need-to-know basis as to who was hoping to play the intimate venue at a club named La Hole at Zona Rosa, in keeping with the enigmatic nature of the artist.

"Every year we have a gaping hole in the schedule in February,” Swenson recalled. “That year we just couldn’t confirm Saturday night at La Zona Rosa.”

The manager of the venue told SXSW they had an offer to host a private party that night, asking if the festival might release the date. All Swenson knew was that Samsung was the sponsor, as recalled in the article. Swenson had worked before with Samsung -- involved in other sponsorships that year -- and knew their professional reputation was above reproach.

But who was playing? That was the lingering question.

"They said it was a special artist, and they wanted to make sure it was confirmed (before they gave SXSW official notification), so we said 'who is it?' " Swenson recalled. "And when they said 'Prince,' we said 'You're kidding, right?' "

But they weren't kidding. They had booked the man -- the icon, legend, true American original -- himself. They got Prince.

Swenson recalled how the guest list neatly reflected the way Prince's music transcended generations. And the wide variety of people (the guy that played Omar in The Wire, Michael K. Williams, was among the guests) further spoke to Prince's broad appeal, he recalled.

And then came the moment of truth as Prince took the stage. Words seem unable to adequately convey what the man was able to transmit to the audience that night.

Descriptions of the scene make it sound like that scene in Raiders of the Lost Ark when the Ark of the covenanty is finally opened and its power suffused even the inner being of everyone present -- but in a good way that doesn't gouge eyes but penetrates the soul.

“Someone on our staff was saying ‘he’s just going to play an hour,’ and so we weren’t really expecting what we got, which was an incredible three-hour concert," Swenson recalled.

The concert also was significant in that Prince didn't pick up a guitar in the whole three hours, but played keyboards instead. By his second or third encore, Swenson recalled, even Prince himself came out of his musical trance as if suddenly aware of the impact he was having on those lucky enough to have been there that night.

“Don’t make me hurt you Austin," he told those gathered. "I have a lot of hits.”

Austin is the widely considered to be the "live music capital of the world," a title the city wears like a badge of honor, as the highest of honorifics. But even the most discriminating musical cognoscenti weren't fully prepared for Prince, and the memories of his visit are indelibly etched in their memories.

Because nothing compares. Nothing compares to Prince.