Doritos' Giant Vending Machine Stage Becomes Permanent SXSW Fixture
The Doritos BoldStage has become a defining feature of SXSW, returning in 2013 to its location at 5th and Red River in downtown Austin. The 62-foot vending machine-turned-performance stage represents the festival's evolution into a more commercialized event.
Giant Doritos ad on building wall
The structure is scheduled to open on March 14th, featuring an impressive lineup including LL Cool J, Public Enemy, Doug E. Fresh, and Ice Cube.
Doritos Stage at SXSW Austin
This year's event emphasizes audience interaction through social media. Fans can use Twitter to select LL Cool J's opening act and influence stage effects during performances. The entire event will be live-streamed on Facebook.
Illuminated Doritos stage at SXSW festival
While some longtime festival attendees express concern about increasing commercialization, the Doritos stage has paved the way for other major brands to participate in SXSW, transforming the Austin event into a more corporate-friendly environment. The stage combines both established artists and emerging talent throughout the weekend, balancing commercial appeal with musical discovery.
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