Of course SXSW was going to make hay about its first DollyParton appearance. But Dolly the novelist hawking NFTs? It’s easy to get cynical that it’s pure, sanitized promotion. Until she walks on stage.
The first thing you knew about the Dollyverse – Dolly Parton’s much hyped South by Southwest appearance – was that it was powered by blockchain: It was streamed on blockchain! In-person attendees got a free Dolly Parton-themed NFT! Blockchain promos were broadcasted over giant screens!
The second was that Parton’s appearance at the Moody Friday evening was partly to tease a new novel she wrote with every grandparent’s favorite writer James Patterson –All of that sounds like a SXSW madlib, an optimized amalgamation of the buzzy activations that have been crammed down attendees' throats since the conference started last week. Of course SXSW was going to make hay about its first ever Dolly appearance .
Still, there were nuggets to take away: Patterson called Parton “the smartest person I have ever worked with,” which is notable considering one of his past novel collaborators was President Bill Clinton. Parton also revealed that the thriller had already been picked up for movie rights, which would feature Parton and a collaboration with actor/mega producer Reese Witherspoon.
After a 15-minute break, Parton returned to the stage, Britton and Patterson replaced by three back-up singers and a seven-piece band.For that next hour, Parton poured it out on stage. The first three songs of the set were dedicated tothe album, performed by Parton – stalking the stage in backless rhinestone platform heels – with the same fervor as anything from her canon. But, of course, it was the mega hits that the packed crowd anticipated the most.
And those are the moments the crowd will remember: The roar of recognition from the syncopated keyboard chords that kick off “9 to 5,” the stilling rendition of all-time great “I Will Always Love You,” the breathless heart of “Coat of Many Colors.” Parton embodied the urgency of “Jolene” and the satisfying lift of “Here You Come Again,” fresh as the day she wrote them. If we needed the blockchain to take us there, sign me up.
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