May It Last premiered this week at SXSW in Austin. The crowd was a mix of festival goers and die-hard fans of the band (made possible by a generous invitation by the band.) And while the film was,in part, preaching to the choir, it is a successful project that will likely play well to people with little or no knowledge of The Avett Brothers. The use of music is glorious. Songs are allowed to play out in full, but it never slows down the pace of the film. The music sounds rich and full in the theater and the casual observer will leave the theater with a good primer on Avett music. Watching the Brothers write together, play ping pong or help their father with chores, we see a group of people who love deeply, work hard, and have a lot of fun together. Some personal stories are shared, but it never feels intrusive. I love music documentaries and count myself as a huge fan of The Avett Brothers, but I also see this as a film that shines a light on the writing and recording process, shows the sacrifices that band members and their families make to sustain their careers, and show that important and meaningful words and music can be created without sacrificing integrity, important family moments, and a lot of fun along the way.