Deconstructing the SXSW Schwag Bags: Music

The tote bag this year is co-branded by the “British Music Embassy”, an entity that represents British music and their trade partners. There have been items from them in the Music bag for the four years we’ve been covering SXSW, and we’ve always been impressed with their overall design aesthetic.

This year there was not one but two “SXSW aid kits” (which has to be a bummer for both Dickies and AOL, which produced them.) Both include moist towelettes and band-aids. We have to give a slight nod more to the Dickies one, because it’s much less bulky and would actually fit nicely tucked away in a pocket or a shaving kit. The AOL first aid kit is contained in an awkward plastic shell with a strap, probably indicating that you can use it long after SXSW. Too bad the clasping function is erratic and it feels awkward in the hand.

There were also two sets of ear plugs (does anyone at SXSW check to see if multiple brands are doing the same things?). They’re useful, for sure, and while the Starkey Hearing Foundation supplied some generic blue ones, the ones from Ear Peace were their actual product.

There was also the obligatory condom (from LifeBeat.org) and once again only the Music bag had one, which leads us to wonder what exactly brands think of those poor Interactive and Film registrants.

None of the stickers really stood out, except for a bizarre one that just says “Nuke the Soup” with an image of a bowl of soup and a mushroom cloud rising out of it. Turns out, it’s a band. Maybe they had too many left over from their last tour?

Finally, the biggest hit was an offering from, of all brands, MySpace (remember them?). MySpace continues to have great success with their Secret Shows and their schwag was a set of key covers, each with a different character designed by A. Micah Smith, who has designed many of the Secret Show posters. It’s a bit of a disconnect, although it’s nice they’re designed by someone who works for the brand. But they’re all really cool looking, and will be used.