SXSWORLD

Superstars and Newcomers Met On SXSW's Hip-Hop Proving Ground by Chris Sakaguchi B eginning with a Jay-Z concert and ending with a Geto Boys reunion, SXSW 2012 seemed like a commence- ment as hip-hop graduated, taking its rightful place alongside other musical genres as a showcase for its top names. While rock legend Bruce Springsteen delivered the SXSW Music keynote address, superstars such as Lil Wayne, 50 Cent, Rick Ross, Snoop Dogg, Eminem and T.I. all showed up to perform. Back in the early '90s, there were rarely artists, having all of those high-profi le artists meant that the lesser-known acts would have to work harder to promote their own shows. Still, as Lowkey of Austin hip-hop collective, the League of Extraordinary Gz, put it, "Get in where (you) fi t in. I hear people say that SXSW getting bigger and more corporate is a bad thing for the (Austin) scene, but we did the 'Welcome to Texas' showcase … and it was a huge success." Th e presence of hip-hop royalty did not dissuade other emerging Texas talent. Rapper Fat Tony of Houston, who, like Das Racist, is affi liated with label and management com- pany Greedhead Entertainment, said, "Th is is my fi fth SXSW and the best one yet." Other exciting young Texas artists who performed include A.Dd+ (pronounced "aye dee dee") of Dallas and Worldwide of San Antonio. Both artists embrace a sound diff erent from the aforementioned current superstars and are more reminiscent of roots artists such as Outkast and Guru. In addition to the acts from around the state, up-and-coming rappers from all over the world convened in Austin for SXSW. New York throwback Action Bronson was among those putting in multiple performances throughout the week, delivering the sort of hip-hop that could be heard on a Brooklyn front stoop. According to what Bronson told Nardwuar the Human Serviette, he was discovered through the "Internet … off the chat," by his now-manager, legendary A&R man Dante Ross. Th e California group Black Hippie had members Kendrick Lamar more than a couple of hip-hop showcases on the festival schedule. Th ose early, under- the-radar days included the fi rst performance of the group Gravediggaz in 1994, whose members include RZA and Prince Paul. By contrast, in 2012, hip-hop was ever present at SXSW, featuring everything from young stars to the underground hustlers to the big- gest names. For the bulk of SXSW hip-hop showcasing Above: Lil Wayne performed at the Austin Music Hall on the Young Money bill. Below: ScHoolBoy Q at the Pitchfork showcase. 44 SXSW ORLD / M AY 2012 and ScHoolboy Q perform on various show- cases, including those presented by hip-hop magazines XXL and Vibe, as well as events sponsored by Pitchfork, showing that hot new hip-hop artists have garnered attention from traditional music outlets as well as rap- oriented publications. Th e Black Hippie week culminated in a showcase for its label Top Dawg Entertainment that featured Kendrick Lamar, ScHoolboy Q, Ab-Soul and Jay Rock displaying the various styles and sounds of the group spanning from gangster rap to street consciousness. International artists from fi ve diff erent con- tinents traveled to Austin this year. Th e Planet Hip-Hop showcase featured artists from four continents alone. Ben Herson of Nomadic Wax, one of the presenters and drummer for Escort, said, "Th e fi rst time I performed at SXSW was in 1997. At that time, there was hardly any hip-hop represented at SXSW. In 2012, American and global hip-hop were both in abundance." Long a voice of rebellion and a vehicle for view SXSW Music as a proving ground, especially while in the com- pany of hip-hop's biggest names. Th e genre is now as important as it is common in the world of contemporary popular music and has grown in stature along with SXSW. ■ Whether new or established, domestic or international, artists still broadcasting the realities of street life through music, hip-hop, according to Herson, is truly a powerful social force: "Th e fact that so many international hip-hop acts are applying to SXSW demonstrates the depth of what's hap- pening with urban youth music worldwide." Artists who have established themselves in their home countries came to SXSW to show Americans what they have accomplished and hopefully make inroads into the crucial U.S. market. South African Spoek Mathambo demonstrated why he was signed by the indie rock stalwart Sub Pop with a blistering set at that label's showcase. Th e Sweatshop Union collective from Canada has been tabbed as one of URB Magazine's "Next 100" up- and-coming artists. Lazee of Sweden has been nominated for four Swedish Grammis Awards. Australians Bliss N Eso have achieved platinum sales status in their native land. All of these well-known international artists made the trek to SXSW along with many lesser known, aspiring artists, showing that hip-hop at SXSW is merely a refl ection of the wider global popular culture. RYAN HUTSON ERIN FOTOS

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