.SXSW went ahead with the festival’s film awards despite its cancellation SXSW
Frank Oz attends The National Board of Review Annual Awards Gala at Cipriani 42nd Street on Jan. 8, 2020 in New York City.
But SXSW and its film director, Janet Pierson, wanted to salvage some of the lost exposure and buzz that are so vital for independent films in securing distribution or stoking word of mouth. SXSW, which had been scheduled to run March 13-22, plays a significant role in boosting the profiles of smaller, scrappy films, along with being a springtime launchpad for Hollywood genre fare.
Some films might have wanted to preserve their “world premiere” status for another festival. But everyone wanted to do it. “We remain completely devastated for the filmmakers and the whole economy of Austin, and everybody,” said Pierson in an interview by phone. “What I’ve been trying to focus on is that nobody asked for this situation but it’s one of these moments of: What happens now? It takes a new layer of creativity in terms of what will happen.
The music video awards category included wins for director Noah Lee's clip for 070 Shake's"Nice to Have," as well as a special jury recognition for animation for Mitski's"A Pearl" and a special jury recognition for direction for Kevin Phillips' work on The Lumineers'"Gloria."
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