Sulu Nava International Headquarters Come Visit us for LUNCH! In addition to our organic coffee, pizzas, empanadas, pastries and pies, we now prepare made to order sandwiches, salads, and even black bean gazpacho. 3901 S. Congress off E. Alpine Penn Field under the water tower , check our site for monthly calendar viii Black The evolution of technology is allowing new and different kinds of films to be made. You can make films cheaper. So people making films are younger. We always felt that docs and narratives are equal. I don’t think that we were even conscious about how different that was. I think that it was our organic training, treating docs as seriously as we did narratives. One of the real pleasures of this has been that most of the things we did because we thought they were the right things to do have turned out to be good for business. TO: You still like each other? Swenson: We fought a lot back in our early days. But it was over stuff that we thought was important. It was never about our personalities. Well, maybe, I don’t know. Black It’s been the dynamic of a marriage but there’s no sex. It took us a while. Barbaro: It took 10 years for print media to win the softball tournament. TO: Are you surprised how its turned out? Swenson: People always say I bet you never thought it would be this big, but I did. I guess that doesn’t sound very modest. I always knew the idea was good. And it’s not even my idea. But once we got the first one under our belt, we said, okay, we got this down. We know now that we just can’t take anything for granted. I don’t take it for granted that there will be SXSW after this year. It doesn’t necessarily have to happen. Black: I never dreamed that it could become what it is. I don’t think Nick did. But Roland did. He got what it was and how it was going to work. He always kept seeing ahead. We [Nick and I] were catching up. Roland was always the one who knew where we needed to go next. TO: That’s the tricky part with growing a concept. You don’t usually find the same people in place this far down the line, especially considering how it has grown. Swenson: We all complement each other. I had been involved in a lot of stuff that was good or cool, but that didn’t work out. Nick and Louis taught me how to be a businessman in the creative world, which is not easy. They had done it. They launched the Chronicle. They knew what you had to do to make that work, how to balance the integrity with making it financially feasible, which you have to do in any kind of creative endeavor. Black: We all learn from each other. Sometimes we did it gracefully and sometimes not gracefully. But the bottom line is, we did it, even when were pissed at each other. Nick was the inspiration, the leader, I think we’re more equal now, but for the longest time and in many ways, he’s been the most anonymous of all. Nick taught Roland and I about money and the right way to do things, which was Nick’s way. Swenson: It still is. Barbaro: It’s unusual to see the same management in place after something has been going for 20 years. The tendency is to sell out to a conglomerate. But we can’t think of anything we’d rather be doing. There’s nowhere else to go, why sell out? TO: When do you start work on ’07? Black: We started two years ago. Swenson: It takes about six weeks to mop up afterwards, pay all the bills, settle the lawsuits, then we spend a lot of time talking about what happened and what we want to do different or new. In June we start putting together the first brochures and then we start taking bands and films in August. TO: This all sounds very interesting, but what I really want to know is, Is it too late to get a CD to you? Joe Nick Patoski used to discuss the music business with Roland Swenson in the parking lot of Raul’s Club when both managed new wave bands in the late 1970s. He later shared office space with Nick Barbaro and Louis Black and the Austin Chronicle. He has attended every year of South By Southwest and does the play-by-play with Kevin Connor of the championship game of the softball tournament. 28 THE TEXAS OBSERVER MARCH 10, 2006
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