Even after he barely made his gig due to airport delays and landed in a city swarming with music professionals and fans from around the world, Denzel Curry still was unmoved by what he saw at the South by Southwest Music Conference last week.
"I thought it would be crazier than this," complained the Florida rapper, 22, standing before a packed crowd at the House of Vans showcase.
One of the many young buzzers performing in Austin last week who also have an upcoming Minnesota date, Curry was right. SXSW is not what it used to be.
Those words can even be applied to the host city for the world's biggest music industry conference, but in an opposite way. As Austin booms with tall, new hotel/condo towers and traffic problems, its best-known event has ironically downsized and turned calmer, more navigable.
Instead of Kanye West, Prince or Justin Timberlake putting on surprise shows with friends in hi-fi places, like in recent years, the nearest SXSW 2017 came to a major velvet-rope VIP event was keynote speaker Garth Brooks' short set in south Austin's low-ceilinged honky-tonk the Broken Spoke — a surprise to which most attendees paid little mind.
There was a lot more interest in electro-pop queen Lana Del Rey's unannounced set Thursday, but cronies for the show's sponsors Sony and Bud Light got in over SXSW's traditional press, radio and record-company minions.
On the upside, serious musicheads hoping to catch acclaimed indie bands such as Spoon, At the Drive-In or Hurray for the Riff Raff previewing new albums had plenty of chances to do so without waiting in long lines. They also had umpteen opportunities to catch this year's breakout newcomers such as the Middle Kids, Rag'n'Bone Man, Priests, the Shelters and Minnesota's own Hippo Campus.
One reason SXSW has changed: There's more buzz and money behind the conference's tech-industry offshoot. SXSW Interactive has exploded in popularity and now spills over into the music festivities early in the week. Music-biz honchos and hipsters used to cutting in lines now play second fiddle to internet moguls and tech geeks.