SXSW has been going on full-tilt in Texas this week, though that’s only just now becoming apparent.  The phases of SXSW have become pretty predictable from afar.  Leading up to the “festival,” there’s an ever-increasing barrage of blather about the approaching music-industry storm.  In that Phase I, PR horns are trumpeted and the scattershot schedules screened and screamed.  Phase II is veritable radio silence within the calm before the storm, owing to industry folks traveling, meeting up and participating in SXSW’s early prep and playout as the festival gets going.  Yesterday and today we have been moved into Phase III when the storm has unleashed resulting in  the musical levee breaking upstream.  Now trickles of reports have begun flowing in before the full flood overtakes the earth.  Phase IV will watch the waters rise and the inevitable flood occur over the next 2-4 weeks.  The reports, vignettes and hyperbole will wash over the earth following the industry’s return to their posts.  And there will be standing water, sun, malaria and ear-plague.  Something like that.

We have mixed feelings about SXSW.  What began primarily as a way for emerging/unheralded bands to gain exposure (especially artists playing Americana–as it was quaintly known back then) has morphed into something completely different.  Yes, new bands and artists can still gain some of the exposure they seek (though we will discuss another time:  at what cost?).  But you know you are wading in different waters within the  SXSW ecosystem when industry titans such as Green Day are playing the festival (how far they have traveled up and down the music mountain since we first caught them in the ‘hood at the Gilman Street Project).

As part of Phase III’s trickle, check out below one of our favorite, under-appreciated artists Josh Rouse performing his wise charmer A Lot Like Magic for Rhapsody’s Stripped Down By The River (with they sistah?) off his new album.  Rouse’s hat-trick of mid-2000s albums, Under The Cold Blue Stars, 1972 and Nashville, remain amongst our all-time favorites.  And now Rouse has a brand new album out entitled The Happiness Waltz, and which you can stream at his site HERE.  Just listen to the sumptuous first song Julie (Come Out Of The Rain) would you!   It’s typical Rouse:  understated beauty.  American Songwriter is also streaming the album and has an interview with the artist HERE.  Rouse is out on tour in support of the album, which will lead him to the West Coast in mid June.  Check out those tour dates HERE.