AUSTIN, Texas -- Hanson returned this year to the festival that made them famous -- and then they got all Bob Geldof on us.
The three Oklahoma brothers first came to SXSW 17 years ago, strolling the streets as under-age hopefuls, singing for anyone who would listen (and getting kicked out of the Four Seasons lobby for doing so). One guy did, and the rest is "MMMBop" history. Now grown up, married, each with kids, they look around Austin and Zac, 25, sighs and says, "South-by definitely put a mark on us."
This year, the Hanson guys returned to SXSW to play a showcase -- only their second time to do so -- in support of last year's spot-on pop-soul record, "Shout It Out," their eighth. But then something else happened. Maybe it was the presence of Geldof, but Hanson decided to whip together, in the span of about two days, a telethon to raise money for the recovery efforts in Japan following the massive earthquake there and subsequent nuclear power threats.
"When we got to South by Southwest, we expected to see more of a unified effort," Zac said Friday afternoon from a makeshift base camp in an office building on North Congress Ave. "It was like, all we've got going is four tables at the convention center? That's not great. ... All these important people are here, from IFC to CNN, arts and culture people who should be talking about this, and no one really was. So yesterday we decided to throw this thing together, and started calling everyone we know to participate."
"And everyone we don't know," added Isaac Hanson.
The result, they hope, is a 12-hour live stream from noon to midnight Saturday, viewed at sxsw4japan.com (a different address from sxsw4japan.org, but related), featuring live and pre-recorded performances and messages from a variety of musicians. It was still early when I spoke with them, but on board a day ahead were Widespread Panic, the Boxer Rebellion, Ben Folds and the Courtyard Hounds.
"Even if we raise $12, we just felt something had to be done -- by someone, and if we could step up and be those people, OK," Zac said. "We don't want to be so jaded and say, 'Well, we helped out with Haiti, and that was pretty recent ...' I've heard people say, 'Well, it's Japan, they've got money.' It didn't seem right."
Money raised through this awareness project will be via text messaging and go directly to the Red Cross.
Hanson will oversee the stream and appear several times. When it's over at midnight, they head to Antone's for an all-ages showcase at 12:30 a.m.
"Live Aid was put together in two weeks," Isaac said. "We can do this in two days." He looked at Zac. A beat. "Right?"