SXSW Names Grulke Prize Winners Honoring Emerging Acts, Music Veterans Reinventing Selves

AUSTIN, TX — South by Southwest officials on Monday announced the winners for this year's Grulke Prize for musical acts playing during the festival.

Now in its fifth year, the award was created in honor of former SXSW Creative Director Brent Grulke, friend and colleague at SXSW, who passed away on Aug. 13, 2012, after a heart attack following oral surgery. He was only 52 years old.

In a New York Times obituary, Grulke's role at the acclaimed music festival was described this way: "Mr. Grulke was responsible for booking the musical talent, a process much like leading the admissions committee at one of the world’s most selective colleges."

The Times described Grulke as wielding immense power in his role, friends noted it was always the music — not the trappings or allure of being in a powerfully influential position — that represented his focus, framed his passion and nourished his soul.

Still, many would-be SXSW musicians would try to impress him while coaxing a booking at the important musical showcase: "Not recommended for making an impression — though each had been tried at least once — was bombarding Mr. Grulke’s office with kegs of beer, smoked salmon, assorted strippers and a toilet bowl filled with Tootsie Rolls," the New York Times obituary noted.

"What mattered was the music, to which Mr. Grulke listened acutely in his frequent round-the-globe travels in search of lesser-known artists," the piece continues. "Though the music festival has long booked big-name acts (Johnny Cash, Willie Nelson, Bruce Springsteen and 50 Cent have performed there), its focus remains on independent and unsigned bands."

In announcing the Grulke prize winners, SXSW officials noted "Brent's love of music and the spirit of the festival is reflected in the three prize categories: Developing U.S. Act, Developing Non-U.S. Act and Career Act."

SXSW officials defined the Developing Act prize as one for artists breaking new ground with their creativity while showing the most promise in achieving their career goals. The Career Act prize is reserved for an established artist appearing at SXSW toward the artistic aim of reinvention or launch of a new project.

Last year's winners in the three categories, respectively, were: Anderson Paak & the Free Nationals, Låpsley and Iggy Pop.

Here are this year's winners, with descriptors provided by SXSW:

• The Grulke Prize winner for Developing US Act: The Lemon Twigs. "This Long Island duo's 4AD debut is earning raves, but it's their live performances that had everyone at SXSW talking. Brothers Brian and Michael D'Addario were born into a musical family and have been harmonizing since they were kids." Adds producer Jonathan Rado, who discovered the band: "As teenagers, they work like studio vets. Brian can play anything you hand him – he played all the strings and horns on the record – and Michael is the most captivating drummer I've ever seen. There's nothing they can't do."

• The Grulke Prize winner for Developing Non-U.S. Act: Jain. "A captivating French singer-songwriter, Jain has already reached Platinum status with her album Zanaka. Her unique sounds draw listeners in with their dazzling international flavor and magnetic hooks. Though success has been quick in Europe, she's been working on her music since she was a teenager moving around the world with stops in the Congo, Abu Dhabi, and Paris."

• The Grulke Prize winner for Career Act: Robyn Hitchcock. Hitchcock describes his new, self-titled album to be released next month on Yep Roc: "It's 'introducing Robyn Hitchcock. Think of me as a new act — I'm only 63." SXSW officials add: "Four decades as bandleader, singer, and songwriter have seen Hitchcock employing and deconstructing the standard model of two guitars, bass, drums, and harmonies to veer between sonic styles and overall approaches, from the Soft Boys’ proto-psych-punk and the Egyptians’ Dadaist pop to acoustic-built approaches."

Jurors for the Grulke Prize comprised music critics, industry professionals, and SXSW staff, many of whom knew and worked with Gulke over the years.
"SXSW dedicates itself to helping creative people achieve their goals," SXSW officials said. "Founded in 1987 in Austin, TX, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film and music industries. The event, an essential destination for global professionals, features conference programming, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together."

SXSW 2017 took place from March 10-19 and was sponsored by Esurance, Mazda, Monster Energy, Bud Light, Capital One, McDonald’s, The Austin Chronicle, Sonicbids, and Pandora.

The 30th annual version is now one for the record books. Time to get ready for SXSW 2018!

>>> Logo courtesy of SXSW