Myspace took over day three of SXSW Music with one of the festival's most liveliest shows of the week thus far.
They kicked off their three-day Myspace Secret Shows series, presented by Chevy, with a hip-hop heavy showcase featuring Hit-Boy, Kid Cudi and Diplo.
Although Kid Cudi, who is performing nowhere else at SXSW besides at the Myspace show, announced his performance only a day before, Austin's Coppertank Events Center, which holds a capacity of 800 guests, was packed door-to-door half an hour after doors opened at 10pm CT.
Hit-Boy hit the stage before SXSW concertgoers, badge-holders and industry insiders close to 10:45pm CT with massive energy, diving into material from his upcoming project, "All I've Ever Dreamed Of." The rapper-producer, whose album is exclusively streaming on MySpace before its Mar. 19 release, has Myspace to thank for his start. Producer Polow Da Don discovered him on MySpace, sent him a message saying "Let's get this paper," and the rest is history.
Hit-Boy brought out artists from his Interscope Records label imprint, Hits Since '87, Audio Push and K. Roosevelt, and west coast rapper Casey Veggies, to perform "All I've Ever Dreamed Of" songs like "Them Ni--as," "What A Feeling" and "Cypher."
"I'm not only a rapper, I'm also a producer... I'm one of the coldest motherfuckers," Hit-Boy boasted before leaving the crowd with proof by spinning some of his biggest hits he's produced, such as Kanye West and Jay-Z's "Ni--as in Paris," GOOD Music's "Clique," A$AP Rocky's "Goldie," Kanye West's "Cold," Kendrick Lamar's "Backseat Freestyle," and more.
After a ten-minute intermission, the lights yet again dimmed to welcome Kid Cudi. He stepped onstage with an army fatigue bucket hat and ear-to-ear smile -- he kept the latter throughout the evening. Kid Cudi kicked off his 16-song set off with "Man on the Moon: The Legend of Mr. Rager" single, "REVOFEV."
He had concertgoers in the palm of his hands, blazing through hits from his solo "Man on the Moon" projects and dancing across the stage from one side to another.
Cudi took time in between songs to thank his fans for their loyalty ("Since day one, I had the fucking best fans ever") and talk about his upcoming album, "Indicud." He intensified fan anticipation when he revealed the album's special guests: A$AP Rocky, RZA, Kendrick Lamar, Hit-Boy, Haim, King Chip (who came out to perform alongside Cudi for "Just What I Am"), Too $hort and "mother fucking Michael Bolton" will all appear on his 18-song third studio album.
He continued to share that "Indicud," which is out on April 23, was entirely self-produced before teasing a new verse from the album. Check it out below.
Kid Cudi left his fans in dire need of hydration after closing his set with a megamix of "Pursuit of Happiness."
The smoldering, strung-out energy felt throughout the venue was only intensified when Diplo turned the show into a party close to 1:15am CT. The DJ/producer kept fans body-to-body, dancing with his mix of hip-hop, dance and even a little salsa, at one point swiftly transitioning from "Suavemente" to "Grove St. Party." People from Diplo's entourage, and what looked like fans, crowded around the DJ on stage, hitting around a beach ball and stage diving.
Diplo had only one rule for the night, or more so life lesson: "If you're not gonna 'Express Yourself,’ move to the side."