Harmonix, MTV Games and MTV at SXSW 2010

By Josh Wright

March 10, 2010

Harmonix, MTV Games, and MTV will be showcasing the all new Rock Band Network at SXSW 2010 being held March 12-24, 2010 at the Austin Convention Center in Austin, Texas. The Rock Band Network gives musicians, labels, and publishers the ability to promote and sell their songs as playable tracks in the Rock Band Games.

In addition to showcasing the network, the three companies will also participate in 3 panels. Playing the Soundtrack, lets gamers and musicians discuss the world of music in gaming. Reaching Your Audience on Their Terms, will discuss MTV’s response to the changing music environment and how they plan to handle it. Crowd Control: Changing The Face of Media or Hype focuses on the global impact of social media.

Rock Band Network Demos:

ScreenBurn Arcade
Friday, March 12, 2-6 pm
Saturday, March 13, 12-6 pm
Sunday, March 14, 12-6 pm

Spin & MySpace Loft (Harmonix-sponsored event)Thursday, March 18, 12-6 pm
Friday, March 19, 12-2 pm
Saturday, March 20: 12-6 pm

Spin at Stubb’s (Harmonix-sponsored event)
Friday, March 19th, 12-6 pm

Below is a brief description, time, and location of the panels:


Playing the Soundtrack, Wednesday, March 17, 12:30 p.m. in Room 12AB
Description: More bands are getting discovered by fans through video games, and musicians are admitting to being gamers themselves. So how do you get your music in the game? This panel will bring together gamers and musicians to discuss the world of music in gaming.
Participants: Moderator – Whitney Pastorek, Senior Writer, Entertainment Weekly, Dean Hudson, Director of Technology, SubPop, Cheryl Gehbauer, Director, Harmonix/MTVG, Alex Hackford, A&R Music Product Development Group, Sony PlayStation

Reaching Your Audience on Their Terms, Saturday, March 20, 3:30 p.m. in Room 19A
Description: MTV Music & Talent executives will discuss the changing music climate and the more personalized approach the company takes with artists. Unifying every possible screen creates the best music experience for MTV’s audience, the artists they love, and the music industry as a whole.
Participants: Amy Doyle, Executive Vice President of Music & Talent at MTV, Joe Cuello, Vice President of Creative Music Integration at MTV

Crowd Control: Changing the Face of Media or Hype? Sunday, March 14, 12:30 p.m. in Room 12AB
A discussion about the new media democracy, citizen journalism and the wisdom of the crowd. Readers and consumers of media have exerted a new level control around how news and entertainment is created, shared and consumed. For example, Iranian citizens used social media to report on post-election activity in June 2009…
Participants: Jason Rzepka, Vice President, Public Affairs, MTVLila King, Senior Producer, CNN.com, Randi Zuckerberg, Head of Creative & Buzz Marketing, Politics, and Social Change, Facebook Inc., Pete Cashmore, CEO and Founder, Mashable.com, Joe Kingsbury, Head of Social Media, Text 100 Public Relations

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And here is a little something extra for those of you who want to kick back, have fun, and win a few prizes:


Win a Rock Band 2 bundle at the OK! Cog’aoke karaoke competition (Harmonix-sponsored event)
Saturday, March 13, 10 p.m. – 2 a.m.
The Scoot Inn, 1308 E. Fourth St.

Harmonix and MTV are making sure fans will have a great time. So get to the SXSW March 12-24, 2010 at the Austin Convention Center in Austin, Texas and tell them DualShockers sent you.

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Josh Wright

Josh resides in VA and enjoys spending time with his wife Lena, two wonderful kids Peyton and Bailey, and their puppy Marley. He moonlights as an Xbox Ambassador and someday hopes to rule the galaxy. Favorite Games: Mega Man, Tecmo Bowl, Call of Duty 4 Modern Warfare

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