serletic (L-R): Matt Serletic (CEO and Co-founder, Music Mastermind), Bo Bazylevsky (President and Co-founder, Music Mastermind), Dean Serletic (SVP Marketing, Music Mastermind). (Photo: Glenn Peoples)

The launch party for music creation product Zya was hard to miss Monday night at SXSW. The event took up the entirety of the Six Lounge at 4th Street and Congress in downtown Austin and a big Zya banner hung on the outside of the building.

Zya is the product of Music Mastermind, a company co-founded by Grammy Award-winning producer/songwriter and former Chairman/CEO of Virgin Records Matt Serletic. Zya is software that allows users to easily create songs in an animated studio setting and with a variety of virtual instruments played by virtual musicians. Well-known songs, licensed from the rights owners, can be used to create original songs. It's kind of like "Guitar Hero" meets GarageBand.

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Downstairs partygoers enjoyed DJ sets by Nick Cannon, DJ C-Squared and 16-year-old Kidd Koby Roc. Music industry people milling about the upstairs patio included John Frankenheimer (Partner and Chairman Emeritus, Loeb & Loeb LLP), Darryl Ballantyne (CEO, LyricFind), Ted Cohen (Managing Partner, TAG Strategic), Antony Bruno (Strategic Consultant, former Billboard reporter), Deborah Sass (VP Business Development, TAG Strategic), Ron Gillyard (Gillyard Entertainment), Ariel Hyatt (Owner, Cyber PR), Robert Singerman (Brasil Music Exchange) and Neill Dixon (President, Canadian Music Week).

sass (L-R): Matt Serletic (CEO and Co-founder, Music Mastermind), Deborah Sass (VP Business Development, TAG Strategic), Neill Dixon (President, Canadian Music Week). (Photo: Glenn Peoples)

Looking at the deck filled with partiers and thinking of the Zya demos being given in the company's suite at the Hilton, I asked Serletic if this kind of effort was required for a product as ambitious as Zya. After four years of development and two years since the first prototype was revealed, is this what it takes for a company to make a proper splash at SXSW? Absolutely, he replied. "You need a single, galvanizing event."

SXSW is a competition for attention. A huge installation by Google and a Nike event with a line that snaked around the block were on the same block of 4th Street as Zya's party, and a Twitter #FEED party a few blocks north on Congress had people waiting an hour to see its digital installations. A company may get noticed at SXSW, but it will have to try harder to make an impression.

brasil (L-R): Robert Singerman (Brasil Music Exchange) and Ariel Hyatt (Owner, Cyber PR). (Photo: Glenn Peoples)