courtesy SXSW SXSW MATTERS Contemplate for a moment how much has changed since SX began in the ‘80s, when the internet and digital media were still yet to come, yet to reshape our world. Long-timer Hugh Forrest jokes he was hired in part because he “owned a Mac Plus computer and a laser printer.” SXSW circa 1990 — That’s Hugh Forrest upper left, Co-Founder Louis Jay Meyers lower left, and Co-Founder Louis Black lower right. For the youngbloods, that round thing in the upper middle is called a Rolodex. It’s how folks used to store contact info. Band who wanted to play submitted cassette tapes. “We’ve got approximately ten acts from other countries coming in.” Louis Jay Meyers. “The really amazing thing is how it’s so accepted and so regarded as a major regional music meeting.” Louis Black. Co-Founder Louis Black pressed to start a film festival the week prior to music. Forrest convinced his bosses to sandwich a what they decided to call “multimedia” in the middle, as a bridge between the two weekends. Both debuted in 1994. As technology and entertainment converged, Forrest’ idea put the fest at the forefront of change. Now SXSW is arguably the most powerful gathering of its type in the world, a ten-day long exploration of what’s coming next. But occasionally shit blows up . SNAPSHOTS FROM SXSW 2024 All of which sets the stage for 2025 to be a definitional year. Not only in attempting to successfully navigate our loud and angry world but also in beginning to think about what happens when the Austin Convention Center disappears for at least the next four years. Hugh Forrest, the tech-savvy new hire in 1989, is now President and Chief Programming Officer. We caught up over email this week about the connection between present and past. We navigate this political stuff very carefully -- and I think we learned a lot from last year's challenges. I don't really want to say anything that will make any kind of headlines. So, "proceed carefully" is about as far as I'm willing to go. Yes, that is vague — but it is true. The more careful we are with these decisions, the less likely we get pulled into another year like 2024. The event will have to become much more decentralized. So, instead of one giant hub (i.e., the Austin Convention Center), it becomes a series of slightly smaller hubs. But within those slightly smaller hubs, trying to create lots of spaces where people can have the kind of impactful face-2-face interactions that make SXSW special. Not having the Austin Convention Center in March 2026 (and beyond) will give us a wonderful opportunity to re-invent the SXSW experience. It is not going to be easy by any stretch of the imagination. But I know that we are all very excited about the many possibilities that re-invention offers us.* The three that I am most excited about are as follows: 1)The Monday, March 10 keynote with Jay Graber of Bluesky. I'm a huge fan of what this new platform is doing (it feels like social media from 15 years ago) -- so I am really excited that she will be talking about her vision at SXSW 2025. 2) The Hall of Fame induction ceremony with Mark Cuban on the evening of Monday, March 10. He has been such a huge part of SXSW over the last 25 years. Moreover, Cuban doesn't seem like he is afraid to speak truth to power, which is very rare in today's tech world. Also cool that he is big on Bluesky (in context of point #1). 3) The John Fogerty / Tom Morello keynote on Wednesday, March 12 . They will be talking a lot about the importance of music in times of political oppression -- dating back to CCR's popularity in the late 60s and early 70s. But of course all the more relevant in 2025. For 2025, we have added two days of quantum-related content on March 12 and March 13. The potential of quantum is both tremendously exciting and incredibly scary. But one way or another, it is the next big thing -- and SXSW has always been about shinning a light on the next big thing. Probably more applicable to more of your readers, there are more / better / easier options for non-badge-holders to buy tickets for SXSW Film & TV screenings. Regarding free stuff 1) The Expo at the Austin Convention Center is free and open to the public on Wed, March 12 -- other days you must have a badge to get in. 2) The Flatstock Poster Show is always a ton of fun — and no badge required. 3) Lots of free music shows at Rivian Park (aka Brush Square Park, just north of the Austin Convention Center). *In 2023 SXSW launched a satellite fest in Sydney as a fall event, and this year SXSW London will debut in June. FILM MATTERS You may recall last year Happy Heat highlighted Austin filmmakers Paul Lovelace and Jessica Wolfson, who both had features at SXSW 2024. We were curious what happened next. PAUL LOVELACE “Swamp Dogg Gets His Pool Painted was acquired by Magnolia Pictures and will be released theatrically in May and will be available on demand in the following months. SXSW was an ideal launch pad for the film. Screenings were packed and electric and Swamp Dogg performed some killer shows.” JESSICA WOLFSON “An Army of Women will have its limited theatrical release with Alamo Drafthouse starting April 1 . The film was picked up by Together Films and has been doing US and International festivals and impact screenings. It has won several awards, including the Audience Award at Oslo Pix Fest and the Special Jury Prize for Persistence and Bravery at the Dallas Film Festival. We also have European TV distribution lined up.” IT’S TIME FOR SOUL SUNDAY Join us Sunday March 9th from 12 - 4PM to experience the electrifying sounds of Jones Family Singers, Leeann Atherton, Extreme Heat and Uncle Roy & Spice ! Free event with a $20 suggested donation which includes delicious Tex-Mex from Curra’s and 1 cocktail. Location: 1822 W 38th St, Austin, TX 78731 Rideshare encouraged! RESERVE YOUR SPOT THE LINEUP The Jones Family Singers "When a gospel band blows away the heathens at SXSW time after time, the rest of us should take notice. Hot stuff that goes beyond the limitations of whatever your beliefs are." - Midwest Record Rolling Stone Magazine called The Jones Family Singers a “must see act” and they’ve played SXSW as an official showcase band as well as venues all over the world. This will be their third year to anchor Soul Sunday. Leeann Atherton (L-R) Alexis Jones from the Jones Family Singers with Leeann Atherton at Soul Sunday 2024. Photo by Per Ole Hagen. Soul Sunday host and Austin Hippie Church mainstay Leeann Atherton says she was “raised by a hillbilly housewife and an Alabama gentleman in Charleston, South Carolina.” Atherton arrived in Austin after a short detour thru Nashville. Extreme Heat Austin funk legends Extreme Heat celebrates 50 years of gracing our city’s stages, a run that included 44 shows at the legendary Armadillo World Headquarters. Then and Now. The band in 1975, and earlier this year. Photos courtesy Extreme Heat and Kim Yarbrough, published in The Austin Chronicle. Uncle Roy and Spice The clear high point (at The Austin Music Awards) came from Best Vocalist nominees Uncle Roy and Spice, whose “Proud Mary” tribute to Tina Turner proved the most effective at getting the audience, well into hour three, to sing and dance along. Heading onstage after, Magic Rockers of Texas bandleader Jim Campo quipped, “Hardest act I’ve ever had to follow…” The Austin Chronicle, Feb 26, 2024. The weather’s gonna be great, and so will the food. Join us and tap into the groove! LOOKING THROUGH A LENS AT THE EAST SIDE. Happy Heat commissioned local artist Austin Sayre for our first issue two years ago because his blend of commentary and creativity in America Goddam caught our eye. One current project involves documenting his East Austin neighborhood. Sayre shared some snaps and stories. Photos by Austin Sayre . I’ve always been drawn to a strong visual image that speaks for itself, and provokes an inner dialogue or a discussion amongst its viewers. Over the past year my focus has been on the east side of Austin; the community, its people and the diverse landscape that makes it up. I’ve lived in east Austin for nearly 15 years, and I’m constantly finding new areas that excite me and make me want to dive deeper into this part of town. With my Rolleiflex and Nikon F3 and Kodak Gold film loaded into both, I’ll walk or drive miles until sunset looking for images that tell a story or solicit more questions than answers. I’m currently working on a series entitled “The Hidden Dreamer” that focuses on those who are often forgotten, underrepresented or live in the shadows, but just like everyone else; has a dream. I’ve found myself photographing remnants of those dreams, hoping to create a conversation that highlights these people, their communities and their stories. It’s imperative for me to know and establish relationships with the people of my community, and to listen to their stories, recognizing their aspirations and the significant contributions they’ve made. Photographing people requires a lot of respect and trust, and I always do my best to approach each person and situation with the utmost care. You never know where a photograph or encounter will take you, and to me, that’s the most exciting part. If you want to follow me on my photo adventures as I discover more about east Austin, you can do so on Instagram at: https://www.instagram.com/austinlsayre/ I’m currently in post-production of my first film, “The Man with the Big Hat,” an experiential feature documentary on the inimitable Texas songwriter and Poet Laureate, Steven Fromholz. Follow us at www.themanwiththebighatfilm.com and https://www.instagram.com/themanwiththebighatfilm/ The Man With The Big Hat THE GROUND ON WHICH WE STAND The start of SXSW also signals that it’s time to plant. Austin designer, actor and gardener Jennymarie Jemison, who is followed by some 41,000 folks on Instagram, put together a comprehensive guide to spring gardening that’s worth the read when you’re ready to get your hands in the soil. Next month it’s all about the music. How does a band make a buck in the here and now? What about a club? And what does that mean for our fair city. What else? We want to hold up and celebrate the folks contributing to our culture, so if you’re doing something interesting drop us a line! Go see something, tell us about it, we’ll share more stories next week. Let’s build something together. We’d be forever grateful for your help, and an easy way to do so is by subscribing to the Happy Heat Substack. What comes in goes right back out in artist commissions and live shows. To which you’ll get to come! Alan Berg, Publisher.