SXSW (South by Southwest) is an annual conference and festival in Austin, Texas, highlighting technology, film, music, and more for creators, innovators, and dreamers worldwide. Many people flock to the capital city of Texas to discover how to learn from the past while embracing the subtleties of the future.
Outsiders looking inward at the festival may consider this colossal event a waste of time or party central in the grandiose film and music scene, but I beg to differ. SXSW is what you make it, and for me, the knowledge being presented among the numerous panels offered is unmatched. And as a creative, every year I attend SXSW, I walk away with new knowledge and insight that helps me thrive in a world where creativity is often overlooked or underappreciated.
Therefore I will highlight a few sessions that piqued my interest and sparked my creative soul for the 2023 SXSW.
The, Own Your Destiny panel by Kajabi provided some major breaking news that set the social media platform TikTok ablaze. First, former Head of Product at TikTok, Sean Kim, responded to speaker Blogilates during the panel that TikTok did not shell out over $2B via their Creator Fund. This abrupt information made a fellow attendee sitting next to me ask, “Did he just say that?” And we both looked in amazement at how calm the fact is that monetary announcements are not always what meets the eye or the creative pocketbook.
As the new President and Chief Product Officer for the platform Kajabi, Sean Kim also basically stated that as creatives, it is essential to focus on the ownership of our content and brand so that we’re not relying on social media to provide a significant and consistent income that we may never see come into fruition. “Platforms don’t really care if you’re successful at monetization,” stated Kim as he peered out into the audience with a reassurance that ownership is the only way for middle-class creators to overcome a minimum wage income to make ends meet. He then began to explain that the primary goal of these social media platforms is to moderate and increase the attention span of their users every time they open an app. And we all have choices on how we choose to move forward. You can either march to the beat of a platform’s drum or make your mark to build your brand. “Essentially, you are now in control of how you take your audience and build off the platform,” Kim reiterated to push listeners toward guaranteed success if you follow his sentiments.
Fellow speakers Cassey Ho (Blogilates) and Matt Steffanina (Choreographer) also gave background nuggets of how their success in the creative community has evolved and allowed them to grow their platforms. “I lasted because I’ve evolved. If you don’t serve your heart first, the fans will see it,” Cassey Ho explains. If you want longevity, building a brand is the path to leadership that lets you own your destiny.
As a Black mother who will do everything she can to cultivate and grow Black joy within my male child, it was imperative that I attend a session given by extraordinary researcher Javon Goard titled “Black Joy Within Gaming Culture” to understand better how I might facilitate my son’s gaming interest. Goard broke it down and gave juicy knowledgeable sound bites that filled my hunger for how Black joy is interpreted among the masses and how we, as Black people, view it within ourselves.
Attendees walked away with segmented information about the definition of Black joy, gaming conferences that highlight the culture, and significant Black gamers that are making their mark in this industry, such as Sedria “Infinitii” Lewis, Dominique “SonicFox” McLean, Taneisha “Professor High Kick” Jane, and Brad “Scar” Vaughn to name a few, which Goard stated he didn’t want any trouble from other gamers who might be offended they were not included in his prestigious slide.
One poignant statement that left a mark of intuitive insight is Goard’s reference to a question from a white audience member who wanted to know how to respect Black joy regarding gaming design and development. “I get introduced to a Black character via their pain first, then their Black joy,” Goard stated. “Why do I have to be deconstructed to build up your narrative?” The realest words ever spoken hit me like an epiphany as I reflected on how our pain is marketed and grifted in society. So many people view our pain first before visualizing the unique beauty of our lives as melanated human beings.
To highlight the uniqueness and importance of our speaker’s work, Goard shared some hot off-the-press news that he received his first published article via Sociation titled, “Gamifying Blackness: A Discussion on Black Gamers and Black Portrayals in Contemporary Videogames.” Overall, Goard filled the room with his quirky genius and comedic authenticity, which made my visit to this session worth it.
Music has subconsciously played a significant role in the soundtrack of my life. So when I opted to forego the main focus of film and television for my SXSW coverage this year, I decided to dive more into the music sector for this conference. Therefore a fabulous a-ha moment came about via Susan Rogers, sound engineer and professor at the Berklee College of Music, panel titled “This Is What It Sounds Like: What the Music You Love Says About You,” which made me appreciate the gift of music even more and how it is processed through the brain.
When we hear music or songs we like or dislike, it sends a message to our brain. Certain emotions we feel from various music genres allow us to keep them or trash them in our registry. And if one is disinterested in a song, you can’t force it. It is what it is. But Rogers laughed humorously when she stated, “If toddlers like your music, you’re gold. They have no agenda and don’t know what’s cool,” implying that their music choice is authentically warranted.
Another aspect of this panel that permeated my essence is when Rogers mentioned that people could have the musicality of the art of listening. While describing this unique trait, a quote she remembers till this day while talking face-to-face with historic jazz musician Miles Davis as he explained, “Some of the best musicians I know are non-musicians,” which led her to believe one is not required to play an instrument to evoke worthiness in this music lifestyle.
I will never tire of Rogers sharing her work with legendary musician Prince and how he collaborated with individuals who are not typical and are considered out-of-the-box creatives. However, staying true to yourself, which Prince held onto throughout his career until death, helped his music to be timeless. Fans and admirers of Rogers’ work can read more via her new book, “This Is What It Sounds Like,” available now in bookstores and online.
