The event was organized by Filter Magazine as part of their "Culture Collide" party, which ran for three days during this year's SXSW festival in Austin. Harrys Gym performed Thursday, Marit Larsen the following day, while Datarock hit the stage on Saturday afternoon. In total, 16 Norwegian band were showcased at this year's SXSW.
Marit Larsen has made it to the very top of the charts in Norway, Germany and Austria. Photo: Per Andreas W. larsenExcited pop star
"It's very exciting to be here", Marit Larsen said right after getting off the stage at Cedar's Courtyard. The award-winning Norwegian singer, who is currently recording her third solo album, played two showcase concerts in Austin. A showcase differs from a "normal" concert in that the audience often consists of music industry people rather than typical fans. "I can feel my heart beating faster before these showcase events. I never know how it is going to turn out. But this time it was quite nice", Marit Larsen continued.
Spreading the word
Filter Magazine's Director of International Relations, Mike Bell, is a driving force behind the Culture Collide concept. He said the intention is to provide a platform for government agencies to promote music export, and to help promising international artists to reach a larger audience. Bell claims that the Filter brand makes these events attractive.
"That is why bands almost never say no to us."
Solid Norwegian presence
Culture Collide was just one many events in Austin during the SXSW festival, which ran from March 11 to 20. Thanks to the thousands of people coming to hear live music, watch movies or participate in the interactive part of the festival, downtown Austin was bustling with life all week. What originally started out as a music industry festival has now turned into a huge event that annually turns Austin on its head. The Norwegian presence has also expanded over the years, and this year as many as 16 bands played different venues around town.
See more pictures from their shows on the Norwegian Consulate in Houston's Facebook-page and on Music Export Norway's Flickr-page. Also check out the videos on Music Export Norway's website.