By Renee Santos
Austin, TX (The Hollywood Times) 3/17/23 – SXSW Conference 2023 is underway and I had the esteemed pleasure to get to chat and witness the musicality of the eclectic group of musicians from the Emerald Isle. “Music from Ireland,” the Irish Music Export Office run by First Music Contact and funded by Culture Ireland, fund and co-ordinate the Irish presence and promote Irish acts to international delegates across 10 showcases annually. SXSW is one of the coveted showcases, and boy did this group deserve their place at this international event.
Eleven Irish acts are showcasing this week in Austin, TX. This group covers the gamete of music, from the Irish Indie-pop 4-piece band “Modernlove” to the synthetic cloaks of “Milk,” these musicians gave America a hypnotic knock-out recreating of the soundscape of modern music.
There was a little bit of everything from 60s-style guitar plucking, a simple base drum, jagged, body-moving beats, and fun personalities across all of their genres. Occasional “wankers” and “blokes” would pop into their songs reminding the audience that the uniquely identifiable Irish voice is a prominent and necessary undertone to the palate of music we all should be exposed to.
This collaboration of artists played without any aggrandizing demonstrations of self-importance, they didn’t seem to be there to overly impress anyone, they simply were sharing who they were through song. “Music from Ireland” is an alliance of artists definitely worthy of your ear.
I had the chance to chat with Music from Ireland’s CEO, Angela Dorgan and she let me in on this dynamic association’s goals and getting a little bite of the American dream at SXSW’s Festival. Her insight into the objective of this group in the US market I found laser focused and inspirational. “Each of the international events we are selected to showcase in, we do so because that event offers us a gateway into that territory where our artists can grow their audiences and their teams. SXSW is unique for the sheer volume of professionals from so many territories who attend. It is a great event to access the US industry but is more that, but it draws a truly international attendance and that offers our Artists and their teams so many opportunities. It is also attended by all facets of music so while a US agent might be something you could secure here; you are as likely to meet and develop Synch opportunities or licensing deals.”
Angela was right, there is quite a volume of professionals at this event but what makes “Music from Ireland’s” contribution particularly special to SXSW is their Full Irish Breakfast. Ms. Dorgan gave me the 411 on bringing this Irish tradition to this festival. “We started the Full Irish Breakfast 20 years ago as an opportunity for our artists additional opportunities to bring our culture to the festival. We realized that a lot of day parties here had free bars and we wanted to do something a little different. Inspired by the Aussie BBQ, the most identifiable meal in Ireland is a Full Irish Breakfast so on Friday we will be serving a Full Irish to everyone all day. We also know how busy these four days are for music at SXSW, so we at least can give everyone one solid meal!”
The International music delegates surely appreciate the full tummies as they seek to discover new artists and bands. “Music from Ireland” is a leading pick for any representative seeking new talent. As the CEO finished her meal and our conversation, she commented, “The Irish artists selected to showcase are all picked by the SXSW music team and the wonderful Dev Sherlock attends our domestic event Ireland Music week every year. Dev has a great ear and good sense of timing, so they select the acts at just the right time for this market.”
I was riveted by this group, and I couldn’t walk away from the conversation without picking the brains of the artists to find out what makes SXSW special for them…here are a few of their testimonials…
The Scratch: “It’s something most artists dream of playing at some point in their careers. We’re buzzing to be involved this year and to have the chance to play to people that have never seen us before!”
Sorcha Richardson: “This is my first time playing in Texas and it will fall right in the middle of my first-ever headlining North American tour, so that alone feels pretty significant. I think what’s happening in the Irish music scene right now is as exciting and dynamic as anywhere in the world. Getting to celebrate and demonstrate that so far from home is something to be really proud of.”
Silverbacks: “We have been waiting to come to the States since our first record Fad came out in 2020, so to finally get to experience it as a part of the amazing lineup at SXSW is a dream for us.”
Modernlove: “To be a part of a culturally important hub for creatives is an honor. I’m excited to meet and watch other musicians like us.”
Cian: “It’s such an amazing opportunity for artists of all sizes to be able to showcase their talents to massive audiences. It’s also an incredibly inclusive and safe environment for all artists to express themselves freely.”
Ailbhe Reddy: “I’ve wanted to play SXSW for years and was due to in 2020 so it’s a big deal for me to finally get to play after 3 years! I’ve always watched other Irish acts going over, so it feels really great to finally get here!”
Milk: “Playing this event is a special one for us. SXSW has always been synonymous with quality, forward-thinking music, and it’s an honor to be a part of that. These will be our first shows in the USA-to be able to represent Ireland here is definitely a real step forward for us.”
In our proverbial group hug, I had to ask Angela Dorgan how our readers can continue to support their work. “You can keep an eye on how the artists progress by following them and by keeping an eye on musicfromireland.org. Alternatively, you can come and see them in Ireland at Ireland Music Week October 3rd-6th 2023 or discover a whole lot more Irish artists through our music portal breakingtunes.com.”
I’m ready to cross the ocean to support their work. I wanted to be in the air guitar galivanting entourage of Irish artists traipsing through the Full Irish Breakfast. This music doesn’t exist in the US, and it needs to be here!