DALLAS, Mar 18, 2013/ — The Frye Company, known for its utilitarian boots, hosted a branded day and night music showcase during the SXSW music festival, at Buffalo Billiards in Austin, TX on Friday, March 15th, which featured performances by buzzing bands such as Gold Fields, Rhye, MØ, Jaime N Commons, The Last Bison and Asher Roth, as well as DJ sets by Mayer Hawthorne. All of the bands/performers wore Frye boots and friends of the brand also stopped by, including Sarah Barthel of Phantogram who were also shod in Frye boots. Founded by John A. Frye on March 10,