Can’t join us in Austin at next week’s SXSW? Never fear – you can live vicariously through us on the internet. If you’re a music fan who can’t make it down to the festival, you’ve probably already accrued over your years of practice and refinement a highly curated selection of your favorite webcasted events, perhaps including NPR and Spin’s yearly events at Stubbs. This year we’ve got another one to add to your RSS feed – the Hype Machine, sponsored by Mazda, are building a custom hub called #HypeON, which is kind of like a personalized mini-Twitter. We know, there’s no way to really fake being there (surely, lounging in your underwear and watching a livestream from the comfort of your room can never accurately reproduce the exact sensation of standing on your tiptoes to see your 50th band of the festival on SXSWSaturday), but you can probably get your hands on an Oculus Rift or something and peruse live material from Austin on the #HypeOn hub from home. The hub accrues tweets from your friends at the fest and gig write-ups from journalists alongside photography, video, and playlists from the shows as they’re happening, so you’ll probably want to tune in – you might catch some of the SXSW spirit, with none of the extreme physical exhaustion.
Brought to you by Mazda, official automobile sponsor of #HypeON. #MazdaSXSW #HypeON