2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Surviving The Third Wave

Wednesday, March 16
2:00PM - 3:00PM

Austin Convention Center
Room 17B
531 E 4th St

The Third Wave is more than just a theory; it's a law. As musical movements seize popular consciousness, sub-genres evolve from the innovative underground (First Wave) to commercial success (Second Wave) and then oversaturation as artists and labels rush to seize the Next Big Thing (Third Wave). How else could the alternative explosion have gone from Pixies to Nirvana to Bush? And even in the Internet Age, it still persists - with buzz bands and sync licensing, it's often accelerated. This panel will examine the Third Wave and explore its impact on music history and the industry, how it can be an asset and a pitfall, and how to use it to our advantage.

Hashtags: #sxsw #RideIt


Aaron Ford at SXSW

Aaron Ford

Dir/Digital Advertising

The Orchard

Emmy Black


Rhyme & Reason Records

In a music-industry career that began in her teens, Emmy Black has established a reputation for musical vision, innovative thinking and street-level savvy. Those qualities provide the foundation f...

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Glenn Morrow


Bar/None Records

Bar/None: Fine Independent Music Since 1986

The first release on Bar/None was by Rage to Live, whose leader, Glenn Morrow, soon became a partner in the label. Morrow had already built a network ...

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Kodi McKinney at SXSW

Kodi McKinney



Kodi McKinney has years of experience developing talent in the music industry. He has played an instrumental role in spearheading media campaigns for domestic and international acts. From starting ...

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