SXSW for Locals: How to Host Your Own "Unofficial" Showcase

Author: The Pepur Team
Category: Austin Local
Reading Time: 5 min

Every March, Austin is invaded.
The Badges arrive. The streets smell of marketing activation money and free energy drinks.
Locals usually flee.
But the smart locals? They host.

The "Unofficial" SXSW scene is where the actual fun happens. No badges. No lines. Just bands playing in backyards.
Here is how to run a showcase without getting shut down by the APD.

1. The Legal Reality (The Noise Ordinance)

Austin has strict sound ordinances.

• The Rule: In residential areas, sound cannot exceed 75 decibels at the property line until 10 PM (or 10:30 PM depending on the day).
• The Reality: If your neighbors call the cops, the cops will shut you down.
• The Fix: You do not need a permit. You need a Bribe.
  Two weeks before the party, knock on every door within 3 houses of you. Hand them a bottle of wine and a note:
  "Hi, I'm hosting a music thing on March 14. It will end strictly at 10 PM. Here is my cell number. Please text me if it's too loud before calling the cops."
  90% of neighbors will take the wine and say nothing.

2. Booking the Talent

Bands want to play. They are in town anyway. They have "Official" showcases at 1 AM, but they have nothing to do at 2 PM.

• The Pitch: "Come play my backyard. We have free beer and tacos. You can sell merch."
• The Pay: You probably can't pay them much. Pass a hat (Venmo QR code). Or find a sponsor (see below).

3. Finding a Sponsor (Yes, really)

During SXSW, brands are desperate for "authentic" connection.

• The Target: Local breweries, topo chico, kombucha brands, CBD gummies.
• The Ask: "I am hosting 100 cool people. Give me 10 cases of product and I'll put your banner up."
• The Success Rate: Surprisingly high. They have marketing inventory to burn.

4. Logistics

• The Bathroom: Do not let 100 strangers use your master bath. Rent a Port-a-Potty. It costs $150. It saves your plumbing.
• The Power: Do not plug the amps into the same circuit as the fridge. Run extension cords to different breakers.
• The RSVP: Use a platform (like Pepur) to cap the list. Avoid app-based RSVPs; SXSW attendees already have 50 apps on their phone. Stick to SMS. Do not post the address publicly. "Address sent upon approval."

Summary

The Official SXSW is a trade show. The Unofficial SXSW is a party. Be the party. Just remember to bribe the neighbors.

A Few Questions You Were Probably Going To Google

Q: Can I sell tickets?
A: Careful. If you sell tickets, you are technically a "commercial venue" and zoning laws apply. It is safer to make it "Free / Donation Suggested."

Q: What if the cops come?
A: Be polite. Turn the music off immediately. "Yes officer, we are shutting it down right now." Do not argue. They usually just want the noise to stop.

Q: How do I get bands?
A: Twitter/Instagram. Search #SXSWBooking. Bands post "Looking for slots!" constantly in February.