Mar 12, 2012 12:00AM

Interview: Urban Outfitters x SXSW

We talk to UO's Music Director Dryw Scully about the line-up including Best Coast, Grimes, Nite Jewel and more.

Once more, Urban Outfitters is hosting its own stage at SXSW. And this year is shaping up to be one of its most epic offerings yet. For four days, from March 14–17, you can catch the likes of Best Coast, Grimes, Nite Jewel and Light Asylum LIVE in the Austin store FOR FREE. We're also excited about the inclusion of up-and-comers Blouse, Craft Spells, Psychic Ills, Bleached and Teengirl Fantasy (see below for the complete bill). We caught up with Urban Outfitters' Music Director, Dryw Scully, to talk about how one goes about curating such an amazing line-up, who he's most looking forward to seeing and what is his version of musical torture.

Ingrid Kesa: How did you go about curating who would play?
Dryw Scully: The process for booking our Live In Austin Backlot Performances starts in the first week in January. By the time I begin to book bands I generally have a wishlist of artists. I aim to book bands that have found success from the previous year, or bands that I see as potentially being the band on everyone's list at the time of the conference.

What are you most looking forward to about SXSW this year?
2012 will be my 11th consecutive year attending and hosting bands at our Austin store. I'm pretty much wiped out at the end of each of our events. So going to shows and taking in more music is generally low on my list. Relaxing, hanging with co-workers and checking out new restaurants is what's it's all about for me now. Re-energizing to do it all over the next day. My answer to this question would have been different if asked 6 years ago. What happens in Austin, stays in Austin.

Can you choose one of your favourite up-and-coming bands on the line-up and tell us a little about them and why they're great?
This is a very tough question, though I would probably say I'm most looking forward to Cold Specks. She is so fantastic; her music is so hauntingly beautiful. I plan on standing side-of-stage and shutting my eyes, then envisioning Cold Specks performing for me somewhere far away from Austin.

What is one song that always puts you in a good mood?
'Summertime' by DJ Jazzy Jeff and the Fresh Prince.

In some prisons they play songs on repeat to torture the inmates or people being interrogated. What song to you is like torture?
Anything by Die Antwoord.

Urban Outfitters' Austin store is located at 2406 Guadalupe St. Be sure to follow the UO Live in Austin Tumblr for real-time updates, interviews, videos and more!

www.uoliveinaustin.tumblr.com
www.urbanoutfitters.com
www.sxsw.com