I just finished the marathon of SXSW in Austin, and much like last year, I came away with a lot of thoughts, ideas, and questions.
Before I get real: I had a great time & saw a ton of awesome things. Including three sets each of SUSTO & She Returns From War. But there was this undercurrent on my mind.
For one, writing as a profession is cooked.
A website as a source of information is quickly becoming a thing of the past. This includes traditional music blogs like Extra Chill, and I know even bigger outlets like Stereogum & Pitchfork are feeling this, too.
You have to write very simply in 2025 or people won’t read it. And that’s if you can get them to leave TikTok or Instagram.
This same challenge applies to the music industry, and especially to independent artists who are trying to make it.
Attention spans, and people’s willingness to engage with the unfamiliar, are both trending downward.
SXSW announced this morning that they are scaling back their music programming, and cutting the music weekend from the event.
So, what’s an artist to do?
The short answer is make TikToks. That’s what the labels are telling artists to do anyway. The long answer is… well, I’m still trying to figure it out, so let me know if you want to talk ideas.
In general, I think that something needs to shift massively or we will continue to see this trend.
It isn’t just SXSW. You see it with canceled tours, and quality mid-level popularity artists who decide to stop touring altogether. You see it in the crowds that talk through every local band’s show.
Perhaps somebody will have a genius idea and change the game. I also think we are just getting started.
Technology is evolving so fast, it’s hard to predict. You can hardly keep up with AI news, because it becomes outdated so fast.
I think this reflects upon society as a whole. There is a lot of information overload.
Am I going to stop writing?
Hell no. Nor should you stop creating. I think creativity as a form of personal fulfillment is extremely important. Whatever gets those creative juices flowing for you is what you should be working to do as much as possible.
I’m just trying to be realistic about where I see this going, but I’m also open and excited to keep exploring new ideas. This whole project has been experimental from the start because that’s just my nature. I’m always down to try new things and see what works.
There’s still a massive need for grassroots movements, and that’s exactly what Extra Chill will keep building. We’re living through a pivotal time.
Got thoughts or strategies? Reply and let’s talk.
Stay tuned for a recap & review of SXSW 2025.