The annual South by Southwest Music Festival is the breeding ground for all different genres of music. Each year thousands of artists come to Texas to perform at SXSW, many in hopes that the right person is in the crowd. SXSW is a major lure some of the top minds in the music industry who are in search of the next big thing.
“The whole celebrity thing is weird, I don’t feel like a celebrity, I just feel like I have a lot of friends now,” Kydd (Randell) Jones said.
The Austin-native still introduces himself as Randell, but most people know him by his stage name—Kydd Jones.
“Kid” is what people called him when he first broke into Austin’s hip-hop scene, he was 15 then but the nickname stuck with him.
Now 27, and in his seventh year at SXSW, Jones is listed as one of the artists to watch, expected to be one of the next big names in music.
“Yea, some would say that,” Jones said with a laugh.
He can tell this year is different, people recognize him when he’s out with his friends and more people can sign along at his shows. “It’s an unexplainable feeling” Jones said.
The hip-hop artist is known for his smooth voice and inventive lyrics. “It’s real life, real issues,” Jones said many of his songs are inspired by his life in Texas. He moved to Atlanta about six months ago but he still considers Texas to be home.
He’s scheduled to play nine shows during the five-day festival and his local fans are anxious to see him while they can—before he hits the big time.
“It’s just really humbling,” Jones said. It’s a fun and exciting time for him and his family, but you can tell he’s not celebrating his successes just yet. Jones seems too focused to let his growing celebrity status slow his momentum or distract him from his music.
He’s toured with and opened for stars like Nicki Minaj and Justin Bieber, but now Jones is ready to be the headliner.
“I’m nowhere where I want to be,” Jones said. He wants to be a superstar, “So I’m just going to keep striving and trying to open doors for more musicians coming from Austin.”
Jones said it’s a relief that he can make a living by doing what he loves, especially after some people told him that could never happen. “My mom was my biggest supporter, and with her behind me I can do anything,” Jones said. His mom lives still lives in Texas and she attends so many shows, Jones’ fans have started to recognize her.
The festival transforms the state’s capital city into a launch pad that could sky rocket artists to stardom.
Katy Perry, Norah Jones, The Strokes and The White Stripes are just a handful of big names to get their big break at SXSW.
“It’s grown like a bad weed, it’s gone crazy, it’s huge, it’s everywhere,” Redd Volkaert said. The 58-year-old has spent the last 40 years in the music business and he said SXSW is the “ultimate” place to gain exposure. Volkaert said, “Where else can you be seen by that many people?”
Volkaert performs at the historic Continental Club in Austin once a week and that’s where he’ll play during SXSW.
“Oh I’m probably the luckiest guy on the planet. I get to rub the paint off a guitar neck and stay alive doing it,” Volkaert said.
Over the last 40 years the guitar player has shared the stage with some of the biggest names in country music and that’s about as far as he wants his fame to go.
“I’m not shooting for any kind of star with that kind of situation for my own band,” Volkaert said.
For him, the festival as a way to broaden his audience and keep him busy at shows throughout the year—but he doesn’t feel the same pressure the young, up-and-comers do.
Volkaert said, “If people are dancing and liking it and enjoying it than that the goal of the whole thing in the first place.”
Jones agrees—the music and the fans are most important, he just hopes to reach the masses under a much bigger spotlight.
“It’s just really a beautiful thing, I love music,” Jones said, “I couldn’t see myself doing anything else.”
After two years of work, Jones is set to release a new album at the end of March.
