The Iconic Doritos BoldStage Returns as SXSW's Permanent Landmark
The iconic Doritos BoldStage, a 62-foot vending machine-turned-performance stage, is returning to SXSW 2013 at its familiar location on 5th and Red River in downtown Austin.
Giant Doritos ad on building wall
Set to open on March 14th, this year's lineup features legendary hip-hop artists including LL Cool J, Public Enemy, Doug E. Fresh, and Ice Cube. The stage's design incorporates interactive elements that allow fans to participate directly in the show.
Doritos Stage at SXSW Austin
The event will be live-streamed on Facebook, with fans able to select LL Cool J's opening act through Twitter engagement. Even stage effects will be controlled by audience participation through social media.
Illuminated Doritos stage at SXSW festival
This massive branded installation represents the evolving nature of SXSW, as major advertisers continue to transform the Austin festival. The Doritos stage has become a pioneer for corporate involvement at SXSW, setting a precedent for future branded experiences at the event.
While some longtime festival attendees express concern about increased commercialization, the stage offers a mix of established acts and emerging artists throughout the weekend, maintaining some connection to SXSW's discovery-focused roots.
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