Doritos Giant Vending Machine Stage Returns as SXSW Landmark
The Doritos BoldStage has become a permanent fixture at SXSW, returning to its location at 5th and Red River in downtown Austin. The 62-foot vending machine-turned-performance stage represents the festival's evolution towards commercial partnerships.
Giant Doritos ad on building wall
The 2013 lineup features iconic hip-hop artists including LL Cool J, Public Enemy, Doug E. Fresh, and Ice Cube. Opening March 14th, the stage incorporates interactive elements through social media engagement.
Doritos Stage at SXSW Austin
Fans can participate by voting for LL Cool J's opening act via Twitter and influence stage effects through social media interaction. The performances will be live-streamed on Facebook.
Illuminated Doritos stage at SXSW festival
While some longtime SXSW attendees express concern about increased commercialization, the Doritos stage has paved the way for other major brands to participate in the festival, marking a significant shift in SXSW's character from its indie roots to a more commercially-oriented event.
The stage balances commercial appeal with music discovery, featuring both established headliners and emerging artists throughout the festival weekend, reflecting SXSW's evolving identity in the modern music industry landscape.
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