SoundHound VP, Sales and Marketing Katie McMahon takes a break during SXSW (photo: Glenn Peoples)

Some tech companies used SXSWi to decorate a vehicle or throw an elaborate party. SoundHound went to Austin for meetings and trend watching. caught up with Katie McMahon, VP, Sales & Marketing for the maker of the popular music search and discovery app.

Billboard.Biz: What are you getting done here in Austin? Meetings? General research?

Katie McMahon: The trip to Austin is twofold. We come to Austin to have meetings because everyone converges. So there are meetings across the music industry, tech partners and also watching what developers are doing with open APIs.

SoundHound Integrates with Apple iOS 5, Sends Search History to the Cloud

Is Interactive too crowded for you to be productive?
It's not too crowded. The sweet spot is actually the end of Interactive and the beginning of music. That overlap, SoundHound fits right there as a search and discovery app in the music category.

What kind of new apps or new technologies are you looking forward to see here?

It's interesting to see what the artists are trying to accomplish by trying to connect directly back into their fan base. Trying to see how artists can leverage technology from their own perspective and with their own agenda. But we have to remember what the artist does best is produce music. SoundHound can fill this void for them by offering the platform that connects more than 50 million of our fans directly to that artist.

Check Out All Our SXSW Coverage On Our SXSW Blog

Are you decorating a bus or a truck or doing anything special?
No, but what we did was we decorated our own app. On Sunday we supported the Backplane hackaton that brought together several of us in the music industry, including Pandora, SoundHound, Spotify, and watched some interesting developers created new products. What SoundHound did to support that event was take over our own space at SoundHound free [app] to create a little awareness. We linked users into the live stream video that was covering the event in real time. So if you were sitting in New York on a rainy Sunday really sad you weren't in Austin, you open up SoundHound, tap through and you could be sitting there next to the hackers to see what was unveiled.