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In July 1986, the organizers Viking wolf bedding set xof the New York City music festival New Music Seminar contacted Roland Swenson, a staffer at the alternative weekly The Austin Chronicle, to talk about organizing an extension of that festival into Austin. They thereafter announced they were going to hold a “New Music Seminar Southwest”. The plans did not materialize, however, so Swenson decided to instead co-organize a local music festival, with the help of two other people at the Chronicle: editor and co-founder Louis Black, and publisher Nick Barbaro. Louis Meyers, a booking agent and musician, was also brought on board. Black came up with the name, as a play on the name of the Alfred Hitchcock film North by Northwest. (While Southwest by South is an actual point on a compass, South by Southwest is not.