Hip-Hop Talent Takes Center Stage at SXSW

Hip-hop music, culture and history was celebrated at the Hip-Hop’s Next & Now showcase at the SXSW 2023 Conference & Festival. The official showcase, presented by SAG-AFTRA, was a partnership between record label Def Jam Recordings and music and entertainment magazine VIBE. 

Legendary New York-based rapper Jadakiss headlined the event, which took place on March 15 and featured rising talent within Def Jam’s artist catalog. In addition to breakout artist Armani White, other recording artists within the lineup included D. Sturdy & Philly Goats, Pap Chanel, Lil Migo, SwaVay and Marqus Clae, and Austin-based disc jockey GO DJ JB. 

Among those in attendance were SAG-AFTRA National Executive Director Duncan Crabtree-Ireland and Hip-Hop Alliance co-founder and rap icon Kurtis Blow, who also addressed the crowd and gave an impromptu performance of “The Breaks.” Last year, SAG-AFTRA and the HHA, a labor force organization representing the concerns of hip-hop and R&B artists, partnered to further outreach and education initiatives to recording artists and musicians. Since that time, the two groups have made public appearances at several different events, including the NAACP 113th National Convention in July 2022, and later in September, the 2022 New York City Labor Day Parade and March.

During its time at SXSW, SAG-AFTRA also hosted the What to Know: Royalties, Rights & Recording Artists panel on March 14. Moderated by Billboard Chief Brand Officer Dana Droppo, Crabtree-Ireland and White spoke at the panel alongside artist management professional and Res Entertainment President Dan Resnick about breaking into today’s industry, traditional and new revenue streams for artists, and branding.

SXSW is a collection of parallel events, including film, interactive media, and music festivals and conferences. This year’s event took place March 10–19 in Austin, Texas.