Sandy Smallens and Spotify

Sandy Smallens was known for playing bass at Yale.  Now, he's at Spotify.  Here is a peak at what he is up to:

Music-streaming service Spotify will bring part of its South by Southwest experience in Austin, Texas, to the masses by live streaming its March 13 concert.

The Spotify Live show will feature hip-hop artist Kendrick Lamar, DJ duo Cazzette, indie pop band Youngblood Hawke and DJ Hesta Prynn.

"We've created an incredible experience for people who can't attend," Sandy Smallens, Spotify's head of artist marketing, told Mashable. "And there's the added element where Spotify has been involved with these artists early on as they go toward their success."

Free tickets to the show also became available Monday for people who will be in Austin.

Spotify, McDonald's and Billboard partnered to deliver the live stream, which will showcase a music visualization (see below) from Obscura Digital during the concert.

Rendering courtesy of Spotify and Obscura

The surface (136 feet wide and 15 feet high) will display creative design elements that will dynamically respond to the live music from each performer.

"Obscura wanted to push this event into a new type of dynamic concert immersion," Marc Melzer, Obscura's director of art, said via email. "We're able to instantly transform this space into any environment imaginable, real places or fantastic worlds."

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Spotify also will have performances for SXSW attendees from March 11 to March 15 at the Spotify House at 1100 E. Cesar Chavez St. in Austin. The RSVP page reveals the March 11 line-up, but the other days' performers will be announced on the day of the shows.

Performers include Jamie N Commons, Robert DeLong, Diamond Rings, Flight Facilities, Flume, Angel Haze, Gregory Alan Isakov, Ivan & Alyosha, Neon Indian, Tom Odell, Pacific Air, The Last Bison, Sam Spiegel, Twenty|One|Pilots, Wallpaper, Watch the Duck and more.