Today marks one full month after my favorite festival of the year.

Or does it?

SXSW is a time that is near and dear to my heart. This is not only due to the fact that my birthday always lands in the midst of this magical time, but because of the massive droves of people and music into the city that I call home.

This year, SXSW didn't happen. The reasoning was just and true, but that doesn't make me any less sad that it didn't happen. It was the right call for our society, but the costs were felt across the city. This was detrimental, and sometimes ruinous, for businesses and those who work in the service industry, but a less discussed impact was that on the music industry. I'm not speaking about the huge labels or artists, but the lesser known acts for whom this could have been lifechanging. Some bands planned their year around this event and it can open (or close) doors to dreams. 

I listen to every artist that is announced in the hope that I will discover someone new that I can share with others and perpetuate what has become my obsession for this industry.

Not all of these bands may be your cup of tea, and in some cases, you may hate everyone I write about, but to be completely honest, this is a selfish endeavor.

This is for me. This is a selfish need to introduce one single person to something they have never encountered that may have a resounding impact, if only for a brief moment. So without further ado, here are some of the artists I was most excited to see, but never saw, at SXSW 2020.

Larkins
These cats hail from across the pond and are based in Manchester. Their hooks are infectious and will have you singing along against your will in no time at all. Their sound is reminiscent of early The 1975 mixed with some of The Wombats and a dash of Pale Waves thrown into the pot.

"TV Dream" is a perfect window to their sound. While it is no longer my favorite song of theirs, it is the one that had me searching for more, and I hope it does the same for you.

Adam French
Adam is one of the first artists I discovered in preparation for this year's SXSW, and my goodness I was hooked within seconds. I don't even know how to describe him as his sound is a fluid dance between styles and his voice alone will give you goosebumps. His presence reminds me of previous years' favorites like Jack Garratt and Dermot Kennedy.

Some songs manage to break you out of your current space and time, and "Weightless" does just that. Listen and escape.

Devon Gilfillian
Sorry to break up the insane breadth of talent that comes from overseas, but you had to imagine that I have some favorites from the states as well. Devon has a style all his own while paying homage to historic artists that paved the way before him. His sounds bridge the influential gaps between old soul, Motown, and the birth of hip-hop. 

If you're a fan of Gary Clark, Jr. and Durand Jones, "Unchained" will surely set the tone.

Weird Milk
Go figure, it's another band from across the pond. Don't let the name fool you, these Brits are super talented. If you like 60s vibes a la The Beatles with a new indie spin, you're sure to dig the harmonies here.

This is a brief, and probably unfair description, but perhaps "Anything You Want" will help you pick up what I'm putting down.

Overcoats
This New York power duo is coming back with a vengeance with their second full-length album, The Fight. The uplifting undertones and melodies will turn a bad mood around in a heartbeat,

With everything going on in New York, "Fire & Fury" is a much needed anthem in this trying time. They're on the money when they say we'll get through it.

This is only scratching the surface of what SXSW normally brings to the table, so I look forward to sharing more of my discoveries over the next few weeks.

Until then, spread the music; spread the love.

Cheers,
Travis