Ari Gold performs at SXSW … sort of

I received an e-mail bulletin from gay R&B singer Ari Gold saying he was invited to perform at SXSW. I found that odd since I didn’t see his name listed in the schedule. As it turns out, his sponsor, the USA Songwriting Competition, is holding a piggyback showcase during SXSW. The language is crafted in a way not to indicate any actual affiliation with the festival.

The venue in question is the Borders bookstore near my apartment. I’m kind of glad his performance happens somewhere convenient for me, but as a venue, that location is a booby prize. It’s essentially a dark corner of a cramped coffee bar, far removed from the bustle of the downtown clubs, where the real action takes place.

SXSW turns Austin into an entire playground, really, so any exposure is helpful on some level. Unfortunately, the event happens on Friday, March 14 at 7:30 p.m., and I’ve already promised myself to catch Wing’s performance at Maggie Mae’s at 8 p.m. that night.

I hope Ari knows what he’s getting into.

If you’re going, the Borders store in question is located at 4477 S. Lamar, in the same mall as Central Market.