I couldn’t help but be shocked as Jad Fair began to break his guitar in the middle of his performance, snapping it at the base of the neck in a similar way that you would snap a stick over your knee. I was attending the Joyful Noise 2015 SXSW Showcase to take photos, and as I missed taking a photo of this candid moment, I felt my jaw drop, camera at my waist, and began to look around, questioning if this destruction supposed to happen or if Jad was actually down a guitar. I was in awe, and kind of kicking myself for not taking a photo of a moment that was truly worth 1,000 words.
The Joyful Noise 2015 SXSW Showcase was unique in a couple of ways: it was the first SXSW showcase for Joyful Noise Recordings, and a majority of the line-up are on the Joyful Noise release schedule for spring. Yonatan Gat, Reptar, Surfer Blood and Stranger Cat, the showcase brought fresh music to the ears of SXSWers as well as staples of the label like Jad Fair and Sedcairn Archives (formally DMA).