Killer Mike | Rick Kern/FilmMagic

In the panel "A Songwriter’s Guide to Branding: The Power of No," moderator Evan Bogart, Seeker Music CEO and Recording Academy Songwriter and Composers Wing Chair, spoke with [Bonnie McKee](https://www.grammy.com/artists/bonnie-mckee/17999), Larry Waddell, and electropop artist/producer MNDR about the ways projects can affect your brand. A songwriter's brand can manifest in many ways, and the projects you take are a reflection of not only the tools you bring to the table, but the type of songwriter you are in a writing session. The SXSW Keynote conversation with legendary new wave synth pop group [New Order](https://www.grammy.com/artists/new-order/14769). The British band discussed their lengthy recording history, current tour and what has kept them inspired over 40 years. "There’s something in what you're doing that you enjoy very much, otherwise you wouldn’t enjoy doing it," the band said. "The sense of achievement when you play a really good gig, the audience having a good time is a real boost…. It’s like having a party together."

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At "Introducing Michael: The Man Known as [Killer Mike](https://www.grammy.com/artists/killer-mike/14429)," the rapper discussed being a thriving Black artist in the industry and how he has embraced his culture. "I have not fully accepted the wealth of knowledge and inspiration from the people who raised me and my culture… I understand how fortunate I am. I move with that intent," he told the audience. "I'm a believer inBlack people. When you hear my music, I'm giving you the power black music gives you when it works. We are capable, we are able. I don't have to be mad at everything or seeking escapism." Killer Mike also offered wise advice about navigating the industry. "You're going to have bad karma if you're bad to people," he said. "Leave your ego at the doors and enter a place with conversations that people would love." ## Acoustic Sounds At Antone’s

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64th Annual GRAMMY Awards