Backbeat: Icona Pop, Macklemore Rock Warner Sound SXSW Party With TJ Landig, Tom Silverman, Lori Feldman

Icona Pop rocking  the Warner Sound Captured By Nikon party at Austin's Belmont as they became part of the cultural zeitgeist for a few brief Twitter minutes. (Photo: Chad Wadsworth)

There was a moment during the first night of The Warner Sound Captured By Nikon, held at The Belmont on Austin’s West 6th Street, when an already-packed showcase became part of the cultural zeitgeist for a few brief Twitter minutes. Swedish electro-pop duo Icona Pop were wrapping up a packed set, which included fan favorites like “Top Rated” and “Manners,” and told the crowd they wanted to bring a special guest on stage for the very first time

Charlie XCX, who guested on Icona Pop's "I Love It," performing. (Photo: Chad Wadsworth)

The guest was Charli XCX, co-writer and featured vocalist on Icona Pop’s breakout hit “I Love It,” which cracked the Hot 100 in early February on the strength of its use in a key scene on HBO’s “Girls.” The first-time pairing was enough to help the event become a global trending topic on Twitter and make Icona Pop one of Billboard and Music Metric’s top trending artists on our SXSW Twitter Tracker.

Macklemore, Icona Pop, Action Bronson Rock Warner Sound at SXSW

Macklemore spreading his wing. (Photo: Chad Wadsworth)

The buzz was great news for Big Beat/Atlantic, Icona Pop’s label and the force behind the “Girls” synch as well as a half dozen other commercials worldwide, including a current campaign for Dr. Pepper. Another major brand will feature the song in a national TV ad next week, noted Brad Rains, Atlantic’s senior director of commercial licensing and brand partnerships. But it was also one of many highlights of a night that also included sets from DJ Alex English, Sirah, XCX (whose Atlantic/Iamsound debut True Romance is out in April), Blondfire, Rockie Fresh, Action Bronson and Macklemore & Ryan Lewis, an indie rap dup whose Hot 100-topping “Thrift Shop” is being worked to radio by Warner’s ADA.

 

From left: WBR's TJ Landig, Adam Herzog, Andrew Steinthal (Photo: Rahav Segev)

 
Many of Warner’s top brass came down for the showcase kickoff, including TJ Landig and Adam Herzog, Warner Bros. Records’ marketing director and VP of A&R, respectively; Lori Feldman and Camille Hackney, WBR’s senior VP of brand partnerships and music licensing and Atlantic’s senior VP of brand partnerships and commercial licensing, respectively (both of whom helped broker the deal with Nikon for a second year); Jonathan Feldman, Atlantic’s VP of brand partnerships and sports marketing; Andrew Steinthal, VP of PR and media at WBR; and even Access Industries' Alex Blavatnik (brother of Access Industries owner Len), who cruised by the gifting suite with Christina Martin.
 
MWW's Jackie Glick and Atlantic's Jonathan Feldman backstage. (Photo: Rahav Segev)

Other notables who came out include Tommy Boy chairman-CEO Tommy Silverman, Patrick Walker, YouTube’s European music chief; Tatiana Mercer and Daisy Blunt (sister of singer James) of barchick; Ardie Farhadieh, marketing and media manager at Billions Corp.; Abe Burns, head of digital for Guy Oseary and Susan Kamenar, a digital marketing and strategy agent at CAA.

Rockie Fresh (Photo: Chad Wadsworth)

 

WBR's Lori Feldman and Access Industries' Alex Blavatnik (Photo Rahav Segev)

 

Barchik's Tatiana Mercer (Barchick) and Daisy Blunt with YouTube's Patrick Walker (Photo: Rahav Segev)

 

 

Blondfire rocking the Warner Sound Captured by Nikon party at Austin's Belmont (Photo: Chad Wadsworth)

 

From left: Billboard publisher Tommy Page; Tommy Boy's Tom Silverman; Billboard's Andrew Hampp (Photo: Rahav Segev)

Alex Blavatnik with Christina Martin in the gifting suite. (Photo: Rahav Segev)