The biggest act scheduled to perform this week at the annual South by Southwest music festival is also one of the biggest acts in the world.
On March 13, Lady Gaga will take to the outdoor stage behind Stubb's for a concert sponsored by Doritos, which is temporarily renaming the barbecue joint #BoldStage (after its line of flavored tortilla chips) and requiring would-be showgoers to complete one of several so-called bold missions to get inside.
Yet Lady Gaga won't be the only A-list artist — nor Doritos the only blue-chip brand — at SXSW, set to run March 11 through March 16 in Austin, Texas.
And two of the most successful groups in rock — Coldplay and Imagine Dragons — are on a bill March 11 assembled by Apple's iTunes, the most powerful music retailer on Earth.
In sharp contrast, SXSW started in 1987 as a way to showcase new talent for members of the music industry. Acts came to find a record deal or a manager or a booking agent.
Today, though, the festival — which now includes separate portions dedicated to film and technology — "straddles the line between being an industry event and being a consumer event," said James Minor, the festival's general manager.
And for musicians, it offers the chance to develop increasingly valuable relationships with brands, which last year seemed to loom as large in Austin as labels once did.
Bigger names — both artists and sponsors — attract more people. In 2013, more than 25,000 people registered to attend the music portion of SXSW. Yet an estimated 325,000 swarmed Austin over the course of the week-long festival.
The escalating corporate presence has turned off some.
In his keynote address March 7 during the festival's interactive segment, author Austin Kleon asked whether SXSW had gotten too big, a question sure to reverberate through the end of the week.
And some brands, wary perhaps of an eroding cool factor, are notably missing this year, such as Citi, which in 2013 presented a much-discussed concert by Dave Grohl's Sound City Players at Stubb's.
Still, for many, bigger means only better.
Gary Kemp, whose band Spandau Ballet is to screen a documentary and play its first American show in decades at SXSW, said the festival offers too many opportunities to turn down.
"We've got our record company from L.A. in town, our English record company in town, film distributors we're trying to sell the movie to in town," he said. "You can kill all those birds with one stone? It's a no-brainer."
Though major labels have largely ceased viewing the festival as a place to ferret out undiscovered talent — that's done more efficiently on the Internet now — SXSW still presents a "unique" chance to put up-and-coming acts in front of the "gatekeepers and tastemakers" who gather there, said Greg Thompson, executive vice president of Capitol Music Group.