SXSW has always been a paradigm for brands. The number one question is: How do brands connect with the artists attracting the most attention, and more so, the crowds of attendees that can't afford an official badge?

Musicians Institute partnered with House of Blues Entertainment to solve this problem in 2012 by launching a pop-up venue on the corner of 6th and Red River that was programmed by Musicians Institute and multiple partner agencies. Hosting sets that spanned a wider genre than any venue at SouthBy, the MI Annex hosted indie rock, heavy metal, death metal, hip hop and a select list of MI Alumni over the course of four days, with sets by LIGHTS, A$AP Rocky, Schoolboy Q, Beach Fossils, Craft Spells, Titus Andronicus, El Ten Eleven, Asking Alexandria, We Came As Romans, Job for a Cowboy and more. The MI Annex was a wild success, attracting massive crowds and extensive attention in social media.

In addition to the MI Annex, Musicians Institute also participated in the SXSW Trade Show and hosted stripped down sets by MI Alumni in addition to instrument lessons and guitar giveaways used for lead capture. Select footage from the event is available below.

Patricia Wayne | Product Strategy & Growth