Since its inception in 1987, South by Southwest (SWSW), has been an annual conglomerate of film, interactive media, and music festivals that continues to grow in scope and size every year. Given than YCMC is not just a brand, but a lifestyle, there should no surprise that we took SXSW 2017 by storm.
It all began on Friday at Recess on 6th Street where we sponsored a showcase featuring some of the dopest underground rap artists on the scene. Our assets PATisDOPE and Lil Key were there reppin’ the YCMC/Shoe City team and making major plays along the way. Pat chopped it up with a mixture of artists including Blac Youngsta and 070Shake, while Lil Key did his thing Saturday night on the Jack Thriller Stage. In the midst of it all, we sat down with Lil Key for a in depth look at what’s going on in his world. Key let us know about his time on the Lifetime TV Show “The Rap Game” and why he felt he didn’t win, his upcoming tour schedule, and a little history behind our partnership.
A video recap of the whole experience is coming soon, so stay tuned to see how we made Austin, TX our city for the week!