With another year of SXSW about to pick off, lets look back 10 years to one of the showcase disasters. Her name was Adele.
Adele showcased at SXSW in Austin, Texas in 2007 and next to no-one turned up to watch her play. To put that in context hardly any knew who she was then. Her first album was still nine months away. She had just signed her first record contract.
Watch this footage of Adele with Jack Penate performing ‘My Yvonne’ is an Austin hotel room for Xfm at SXSW in 2007.
A few years later Adele confirmed her vacant SXSW showcase. “I’d only just signed my record deal, but I put it up on my MySpace when I had about 300 friends and literally like three or four people came to watch me and they were drunk,” she told Andy Langer of KGSR.
SXSW Music kicks off in Austin on March 13, 2018.