As much as the people behind SXSW hate it, there is really absolutely no reason to not go to Austin just because you can’t afford a badge or even a wristband. My friends and I had neither and were still treated to more music than we could stand. And while some may think that I got into a lot of stuff because of some in-the-know connections I have, mostly I just RSVP’d for parties like everyone else.

However, there was one showcase that I really wanted to see and had to do a little schmoozing to get into. It was the only official showcase that I really cared about seeing. Here’s the spin:

The only European music festival officially invited to showcase at SXSW, The Øya Festival has partnered with the online music website, Oh My Rockness to co-curate the event. The night, titled “Norway vs. The U.S. of A,” will introduce festival-goers to Norwegian sensations Datarock, The Lionheart Brothers and New Violators. For the American comeback, Oh My Rockness hand-picked three of the most-exciting bands on US soil, The Ponys (Chicago), Ra Ra Riot (Syracuse, NY), and Cloud Cult (Minneapolis).

We arrived at Emo’s fairly early on Thursday night to make sure that we didn’t have any trouble getting in, and although, the first person I approached was looking like a roadblock, someone else came outside and quickly ushered us in. Now, for a disclaimer, we drove to Austin Wedneday night, arriving early Thursday morning. It was a 10 hour drive and I stayed awake the entire trip. We checked into our hotel room early, but after lying down for about 2 hours we were ready to head downtown and get going. So, by 10 PM Thursday night, after spending most of the afternoon drinking free beers at The Nylon party, when we got to Emo’s I was pretty delirious. So much so, I totally forgot who we had come there to see in the first place. Everyone kept asking me who we were there to see and I just kept saying, “Norwegians?”

(This was taken right as we made it inside, we were feeling pretty cool!)

Anyway, we stumbled outside to use the port-a-potties and came upon our first band. Drue headed straight to the front. I stood in the back swaying to the music and trying not to pass out from exhaustion or intoxication. We asked around and found out the band was Under Byen, which translates to Under the City, from Denmark. They sounded like Bjork, but in Danish, which is pretty good stuff.

Under Byen - Af samme stof som stof.mp3

Under Byen - Siamesisk.mp3

After taking in Under Byen we made our way back inside for what seemed like a good idea at the time, Red Bulls and vodka! After we gulped a couple of those down each (Hey! We were trying to stay awake!), we noticed that another band was setting up to play inside so we made our way to the stage. I am not sure if it was the music, the alcohol, or the exhaustion, but what came next was a transcendent experience. At the time, I had no idea who the band was that was playing but my friends and I could not stop dancing and smiling for the next half an hour or so. Several of the people in the band were painting paintings during the set, and for some reason, at that moment, that seemed like the coolest thing I had ever seen. It reminded me of being in the audience at the Flaming Lips shows from last summer. There was so much going on you just felt like you were a part of the spectacle.

Anyway, I finally figured out that the band was Cloud Cult which has already been heavily praised by Stereogum and Brooklyn Vegan. But just like when you download the following songs - which I highly suggest you do - you probably won’t feel the way I felt until you see them live….and don’t forget to not sleep for at least 24 hours and drink at least three red bulls and vodka.

Cloud Cult - Chain Reaction - MP3

Cloud Cult Pretty Voice - MP3

Cloud Cult’s new album “The Meaning of 8″ won’t be available in record stores across the U.S. until April 10, 2007. But the album is now available as a pre-sale special on their website. The band is also currently on tour.

We actually never saw any of the Norwegian bands that we sought (at least not that night, we did end up catching Data Rock the next day at The Brooklyn Vegan party). Instead, after Cloud Cult we stumbled next door to Beerland to catch some of The Goner Records Showcase. We got there just in time to see Germany’s The Leather Uppers - who I actually like much better. But I digress…

Anyway, it didn’t really matter as after we were there for about 20 minutes I realized that there was really only one place that I really needed to be and that was bed. So, my friend Drue and I made our way out into the street to find a cab as Brandon and Chris made the trek to Antone’s to see Sparklehorse. All in all, we had a really great day, with the exception of course of the girl who rolled up and shoved me out of the way to steal my cab. I kid you not.

More Photos by Drue Diehl.

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