SXSW 2024 Branding and Music Favorites
South by South West sponsorship and branding event Photography 2024
In 2024, I had the opportunity to be part of the SXSW official branding team, where I focused on documenting some of the major sponsors backing this iconic international event. As I navigated through the bustling streets of Austin, TX, during the festival, I captured moments that showcased the essence of creativity, innovation, and collaboration that define SXSW. Among the myriad of photos I took, a few stand out as my favorites – each encapsulating the vibrant energy and spirit of the event. From captivating displays at sponsor booths to inspiring keynote speakers, my lens immortalized the unique blend of technology, music, and film that makes SXSW a truly unparalleled experience.
Atna’s Sxsw journey: PERSEVERANCE in the face of ADVERSITY
The annual SXSW music festival in Austin, Texas is a dream for many musicians, especially those from abroad. For ATNA, a band from Germany, this dream became a reality when they were selected to play at the festival. However, what should have been a smooth journey from Germany to Texas turned into an adventure filled with unexpected twists and turns.
ATNA rented a truck to drive around Austin and promote their official show at Sangri-La club. However, things took an unexpected turn when a rainstorm hit the area and forced the postponement of their show. Despite this setback, ATNA did not give up on their dream of performing at SXSW.
Instead of giving up, ATNA persevered and played a set later that night at a different venue. Their determination to perform and showcase their music to a new audience, even in the face of adversity, is a true testament to their passion for music.
ATNA's journey to SXSW is reminiscent of the movie Frank from 2014, which follows a band on their quest to perform at SXSW. Like the movie, ATNA's journey was not a straightforward one, but rather a testament to the perseverance required to make it in the music industry.
During their time in Austin, ATNA also had a unique experience with a musical instrument called the theremin. This electronic instrument is played by moving your hands near its antennas, without touching it. It creates a distinctive and eerie sound that has been featured in many films and TV shows. ATNA's Airbnb host gifted them a theremin during their stay, and the band was excited to experiment with it. They incorporated it into their music and created a new, unique sound that captivated audiences during their performances. The theremin added an extra layer of creativity to their music and highlighted their willingness to try new things and take risks.
The name ATNA is not just a random assortment of letters, but has a special meaning for the band. The name is derived from Mount Etna, the largest active volcano in Europe, located in Sicily, Italy. The band members first came up with the name while on a trip to Sicily, where they were captivated by the volcano's beauty and power. They felt that the name ATNA embodied their music's explosive energy and dynamic range, much like the fiery eruptions of a volcano. By choosing a name with such a meaningful origin, ATNA has created a strong identity that reflects their passion for music and their connection to the natural world
In conclusion, ATNA's journey to SXSW is an inspiring story of perseverance in the face of adversity. They did not let a rainstorm or postponed show deter them from their dream of performing at the festival. Instead, they continued to promote their music and eventually found a way to perform for a new audience. ATNA's story serves as a reminder that determination and perseverance are key ingredients to achieving success in any field.
