SXSW Adhoc Showcase at Cheer Up Charlies

By Iliana Ramirez
Music Journalist

On March 14, music fans of all ages flocked to Cheer Up Charlies for Adhoc’s unofficial SXSW showcase. With the Texas heat making its first appearance in a few months, it was the perfect day for a showcase. With 16 bands playing the showcase, there were a few bands in particular which grabbed my attention: Hatchie, Palm, U.S. Girls, and Snail Mail.

Through all of the chaos that comes with SXSW, Australian band Hatchie took away some of that hectic atmosphere by bringing their soft and dreamy sound to outdoor stage.

Next up was the Philadelphia-based band Palm, which the whole crowd seemed to be pretty excited about. Being that I had never heard of them before, I was drawn to their unique sound.

The next act that would take the stage, U.S. Girls, gave the crowd a change of pace with their pop sound. As the band has just released a new album, I continuously saw promotions for it all over social media. I was thrilled to have finally heard their new songs. Front-woman Meg Remy gazed over the crowd for a few minutes before performing new songs off of her new album, In a Poem Unlimited. The audience fed off of their energy and danced along with them.

To close out the unofficial showcase, Baltimore band Snail Mail took the stage. With her catchy guitar riffs and powerful voice, Lindsey Jordan made an impression on the crowd. At just 18 years old, Jordan was attending her second year at SXSW. With the short amount of time that artists are given during sets at the festival, Snail Mail did their best to utilize the time.

SXSW is a festival which sets itself apart from so many others. With the festival being set in several small venues around Austin, the festival allows the artists to be intimate with the audience. With SXSW, you never know what could happen or who you might meet. This is something I really admired about this showcase. Immediately after every band hopped off of stage, music fans ran up to them, expressing their love of their music. With free entry and an outstanding lineup, Adhoc gives fans of SXSW the opportunity to discover new artists and have a great time. I left the showcase with some new favorite songs and a slight tan line.

All images by Iliana Ramirez.

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