There aren’t too many places left at SXSW that are genuinely marketing free. Most events are pretty blatant promotional vehicles. Others work hard to seem authentic and non-corporate and mostly fail. Some, though attached to a brand, really aren’t trying to sell you anything except a good time. But for the last decade there is one party in Austin, still going strong, that is guaranteed to be an oasis of marketing-free, old-fashioned punk rock ethos: F*ck by F*ck You. And how can I tell? Because its the only SXSW party in town that has a goat.
Once upon a time, though it’s getting harder and harder to remember, all you needed to throw a show here was a P.A. You didn’t need Fader and Red Bull to build massive complexes full of flat screen TVs and Guitar Hero. You didn’t need to give away your email address and phone number to get a laminate. FXFU is a SXSW tradition of throwing shows the old fashioned way. The venue is basically a sandpit with a rickety porch and a homebuilt stage. It’s also the home of Bryan Nelson’s Australian Cattle God record label, a fiercely independent local imprint that promotes bands and sells albums the grassroots way. It’s also home to an adorable pygmy goat. And on Saturday, it was home to 300+ old punks, babies, hipsters, drunks, stoners, record excs, moms, dads, out-of-towners and anyone else who heard about it having the time of their lives.
So here is the problem. The organizers of FXFU (and many of the attendees) are the genuine freaks, weirdos and lunatics. People who are not ruled by fashion or trends. The artists. The risk-takers. The true tastemakers. These are the people SXSW advertisers dream about selling to. And people like this exist in every scene and in every city. Obviously this doesn’t mean advertisers should bring their promotional koozies and bottle openers and candleholders to FXFU. The only way for an advertiser to reach this profoundly influential group is to stop thinking about advertising and start thinking about what makes events like this work: a sense of community. Large corporations are not necessarily the problem, but as someone smart at Google once said: “Don’t be evil.” Think about local markets. Think about communities. Think about being green. Don’t do it just to move product, but do it because it makes sense, for both your business and your customers. These are the tenets that have always been vital to the “DIY scene,” be it the punks or the hippies or the hackers or whoever. And the DIY scene has been steadily gaining momentum and is not going away. When businesses as a whole reflect these values, advertising becomes less of a one way street and more of a dialouge. And successful, quality products and sucessful quality marketing build sound companies and loyal customers.
FXFU started as a response to the increasingly corporate feel of SXSW, but it survives as perhaps the most relevant SXSW event there could ever be. It’s the one party that’s not about brands or dollars or the record industry. It’s just a bunch of people who love rock music and who love bringing people together and actually care enough to make it happen. It’s refreshing, as it is every year, to see something so genuine at this festival.