AFS Cinema
South by So Real 09
Welcome to the second annual edition of South by So Real, where we rap with South by Southwest booker and hustler extraordinaire Matt Sonzala about all things hip-hop. If an MC is performing at the festival, Sonzala made it happen. Also, rappers beware: If you see him in the house and you’re rhyming over your CD with vocals, he will throw a bottle at you. After all, “This ain’t fucking Star Search, this is real life!”
Bump & Hustle: This is your first full year on the job. Did that make it any easier?
Matt Sonzala: Definitely not any easier because my responsibilities quadrupled. I deal with a lot of the bands coming from Europe, not just urban music now. It’s easier logistically in terms of convincing rappers to come down. Last year when we talked I said it was getting better as far as the industry recognizing and wanting to come down but this year everyone wants to come down. I’m really happy with what we have this year. A lot of rappers actually applied on time this year!