Thousands enjoy SXSW at new venues


by ASHLEY GOUDEAU / KVUE News and photographer MATT OLSEN

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Posted on March 15, 2013 at 6:07 PM

Updated Friday, Mar 15 at 6:22 PM

AUSTIN -- This year South by Southwest has a lot of new attractions and concert venues.

The Fader Fort presented by Converse has become a SXSW staple. For the 12th year 40 of the hottest up-and-coming performers will grace the Fort stage in front of thousands.

"There's so much going on at South by, there's so many fans, we pick the best of the best and you can just come here, stay all day, see everything you want to see, have free drinks. There's really fun giveaways," said Robyn Baskin, marketing director for the Fader.

The Fort is evolving. This year it's partnered with Dell to provide live streaming of the concerts.

"This is where you discover the new music for SXSW, so it's really hard to get in. So we thought this is a great way to help others around the world see it," said Lisa Martin-Louro with Dell, Inc.

There's the very swank Dell Lounge where you can direct the stream and get your social media fix at the computer bar.

"It's a really interesting opportunity to see what's happening behind the scenes. You know, a lot of times you see the video online but you don't know how it's made," said Summer Shaffer of Dell, Inc.

There are also some new places to check out this year including the Sonos Studio where you can not only listen to great music and have free food and drinks, you can also make your own speakers and they actually work using Sonos parts."

"For us, this was a great opportunity to educate people about that, parts specifically, and we love doing stuff where you can actually make stuff yourself," said Fiede Schillmoeller, director of PR for Sonos.

The lounge also has a music playground where you control a light design with your body, and they're giving out free haircuts.

The Sonos Studio will close Friday night, or there is plenty of room to hear live music at the Austin American-Statesman's Rock the Lot event from 3 p.m. to 10 p.m. Friday and Saturday.

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