Noise Pop Announces SXSW Showcase

San Francisco label Take Root Records and branded music services company Rock River Music have partnered with The producers of the Noise Pop Festival to celebrate the South By Southwest Music Conference in Austin, TX with a showcase featuring some of the best new music talent today. 

The Noise Pop, Take Root, Rock River Music SXSW Showcase will be a single night showcase on Friday March 20th at The Mohawk, one of Austin’s most important music venues. Headlining this special event is Brooklyn NY’s The Hold Steady who NME have called “one of the best rock’n’roll bands in the world.” This showcase will also feature special performances from Radio 4, Bear Hands, The Hooks, Sleepy Sun, The Soft Pack, Adam Stephens and others alternating on two stages to fill out a bill that features twelve top independent artists including Take Root Records bands The Ettes and Minipop.

Wente Vineyards is a valued sponsor of the Noise Pop, Take Root, Rock River Music SXSW Showcase. Wente wines will be exclusively available in the showcase VIP area. With Discover the Wine, Discover the Music, 5th generation winemaker, Karl Wente pairs Wente Vineyards' finest with the music that he hopes will become the soundtrack to the best times in your life.

About Noise Pop
Started in 1993, Noise Pop is San Francisco’s best-loved celebration of independent music, film and culture. The festival has grown into a widely respected brand that prides itself on bringing exposure to emerging artists, many of whom have gone on to widespread acclaim including the White Stripes, Magnetic Fields, The Flaming Lips, Death Cab for Cutie, The Shins, Bright Eyes, Feist, Jeff Tweedy (of Wilco) and Silversun Pickups. The 2009 festival featured Stephen Malkmus, Deerhunter, Ra Ra Riot, Antony and the Johnsons and also boasts a run of documentary and feature films focused on music, happy hours, an education day and a local designer fair.

About Take Root Records
Take Root Records is an independent record label founded in 2006 in San Francisco. By modernizing the traditional music industry business model, Take Root gives its artists increased flexibility in an ever evolving market. Take Root views its relationships with its artists as a partnership and seeks to support not control. Take Root artists include Bellavista, Minipop and The Ettes.

About Rock River Music
Rock River Music, the leading music branding agency, handles music strategy for major brands such as adidas, The Gap, Ford, the Truth anti-smoking initiative, Chrysler, Pottery Barn, Sprite, Diet Coke, Banana Republic, LG Electronics and many others.  Rock River manages music based ad campaigns and produces tools for their clients such as download promotions, branded media players, branded CDs, artist alignment, digital mixtapes, branded podcasts and other music based marketing mechanisms.

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