K Pop Night Out at SXSW

Background

In March 2013, f(x) was the first K-pop band invited to the SXSW music festival and conference, and performed at a music showcase, KPNO, organized by KOCCA. KOCCA, along with support from the Ministry of Culture, Sports and Tourism, followed up with the SXSW KPNO after hosting one at Marché International du Disque et de l'Edition Musicale (Midem), held in Cannes, France; with the purpose of encouraging exports of Korean music and K-pop in particular.

During the five days of the SXSW music festival, bands (over 2,200 in 2013) are spread out over venues (100 in 2013) in downtown Austin's nightclubs and street stages; described as an experience where fans meet musicians close-up, without special effects. The first KPNO was scheduled at the Elysium nightclub, where SXSW's oldest Asian showcase, "Japan Nite", was also held. Although this was the first year for an official K-pop concert at SXSW, South Korean bands of other musical genres had first performed at the festival, starting with YB in 2007. The SXSW Seoulsonic event also schedules South Korean artists of various genres of music. K-pop had already been a featured workshop at the SXSW conference line-up in 2012.

SXSW K-pop and K-rock groups are supported locally by Mandoo Entertainment, an entertainment company based in Austin, Texas, who works in conjunction with KOCCA.

2013

KPNO '13 was held on March 13 at Elysium in Austin, Texas. Music artists that performed were f(x), Galaxy Express, The Geeks, Guckkasten, Jeong Cha Sik, Yi Sung Yol, and No Brain. SXSW released an article "K-Pop Night Out at SXSW" and included f(x) on their SXSWorld Magazine cover for the month.

2014

KPNO '14 was held on March 11, again at Elysium, in Austin. Artists were Hyuna, Jay Park, Nell, Crying Nut, Idiotape, and Jambinai. Kiha & The Faces were scheduled, but could not make it, and replaced by Hollow Jan. Reporter August Brown of the Los Angeles Times described the KPNO showcase as "one of the club-circuit's hotter tickets." Lady Gaga created a stir when she attended the set for Jay Park, causing media to conjecture whether she had been scouting possible opening acts for her ArtRave: The Artpop Ball tour, after she signed on Crayon Pop.

2015

KPNO '15 was held on March 19, again at Elysium. The line-up included Crayon Pop, Epik High, Asian Chairshot, EE, Eastern sidekick, Hitchhiker, The Barberettes.

Prior to the concert, Crayon Pop filmed on Austin's streets, and Epik High's Tablo told Billboard K-Town journalists they were excited for their first U.S. tour since 2009. Composer and DJ Hitchhiker made a surprise appearance, in his shiny astronaut like costume, at the tradeshow's NASA booth.

This year's line-up was noted for a wider variety of genres, unique costumes and visual effects. And the audience, which appeared to have grown by about twenty percent over 2014, shouted out fan chants "bar, bar, bar" before the Crayon Pop hit song, in unison, and during Epik High's stage, called out Hangul lyrics, along with the English refrains. A reviewer commenting on the typical cynicism SXSW attendees sometimes feel about "buzz-bands", like Epik High, noted the awed reactions of "those new and unfamiliar to Korean popular music". In SXSW Twitter results, Tablo was one of the top five most mentioned artists, and Epik High was one of the top ten hashtags and trends.

2016

KPNO '16 was held on March 16, at a first-time location in Austin, The Belmont with performers Zion.T and band The Session, Dean, Mamamoo, Love X Stereo, Haihm, Bye Bye Badman, Victim Mentality.

Attendance increased for this year to 1,300 fans, some lining up hours before the show and a general admission line of three blocks long. Grammy Award-winning American singer-songwriter Siedah Garrett made a surprise appearance. She told Mamamoo her favorite song of the night was their "Taller Than You"; and responding to whether she would like to work with them, she said, "Yes, as soon as possible. They are amazing."

Dean responded to the warm welcome he received at his first performance at a major international music festival, that the underage girls hanging around in the parking lot next to the stage area (to hear the music, though they couldn't see the stage) made him feel like Justin Bieber.

2017

KPNO '17 was scheduled for March 17, for a second time at The Belmont, with artists Big Phony, Galaxy Express, No Brain, Red Velvet, Hyolyn of Sistar, and MFBTY (Tiger JK, Yoon Mi-rae and Bizzy).

Reception

In 2013, The Japan Times said, "K-Pop Night Out — an event featuring only one act one could describe as “pop” — reveled in being Korean."

New York City's Fuse TV staff listed f(x) as one of the "30 Must-See Acts at SXSW 2013".

In 2014, Korea.net said "Famous U.S. pop singer Lady Gaga surprised the audience by showing up to enjoy the live concert, reflecting her strong interest in K-pop."

Of Hyuna's set in 2014, the Los Angeles Times said, "...the very polyglot crowd at her short but packed-out showcase implied that K-pop has crossed the finish line into an established genre in America."

In 2015, the Barberettes were placed on four "best" lists, NPR's All Songs Considered, and two women's magazines, Marie Claire, and Bitch, and a newspaper, the San Jose Mercury News. MTV Iggy said in 2015 that KPNO "now felt like part of SXSW's DNA" and had become a "newly-minted staple" for Korean music at SXSW.