2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Hip Hop: From Mixtapes to the Cloud

#sxsw #MixtapeEra


Snoop Dogg, Public Enemy & Lil Wayne have all posted content on web platforms, and now we’re seeing up-and-coming rappers like Death Grips and Angel Haze use these mediums to engage with fans all over the world as well. But what are the advantages/disadvantages with the end of the traditional mixtape era? Learn about old-school methods used by hip hop artists for promotion and distribution and how those methods became a blueprint for the way they use the digital platforms of today. 



Nathan Olivarez-Giles

Asst News Ed, Technology

The Wall Street Journal

Nathan Olivarez-Giles covers technology as a part of the The Wall Street Journal's San Francisco bureau. In addition to writing, he shoots photos and video, and does a bit of editing too. Before joining the Journal in 2013, Mr. Olivarez-Giles covered technology and science at The Verge. A graduate of the University of Arizona, he has also covered Google at Wired, as well as technology, business and crime at the Los Angeles Times.

Ted Suh

Head of Music Partnerships


Ted Suh is the Head of Music Partnerships at SoundCloud, the world's leading audio platform. Ted is responsible for building, managing and growing partnerships with music partners, such as record labels, music publishers and artists.

Prior to SoundCloud, Ted was Co-founder/CMO of 9 Squared, Inc, a leading ringtone and mobile content distribution company, acquired by Zed Group and led a business development team at Amazon MP3.


Eric Henry

Sr Dir

Rostrum Records

Eric Henry is currently the Senior Director of Marketing and Digital for Rostrum Records, a full service label and management company with a roster that includes Wiz Khalifa, Leon Thomas, and Vali among others. In this role, he oversees all marketing and digital initiatives for Rostrum's artist roster, with focus on designing campaigns to grow artist awareness and Rostrum's brand to maximize all opportunities for Rostrum's artists, and to drive overall revenue for the company.

Prior to Rostrum Records, Eric spent nearly 5 years at Sony Music, first working as a digital marketing manager in Sony's Global Marketing department in NYC, and most recently, heading up Digital Marketing efforts for Sony Music's European regional office, based in London. At Sony Music, Eric worked with a roster of artists including Beyonce, Britney Spears, Shakira, and Mads Langer. Eric has his BA from the University of Pennsylvania in International Relations and Japanese Studies.

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