Porter Novelli Impresses at South-by-So-What (SXSW Interactive)


As a 20-year-old co-ed at UT Austin in the early nineties, I attended several South-by-Southwest (SXSW) music festivals “back when it was cool” and when the music industry came to town to see what the Live Music Capital had to offer. But things have changed – dramatically. Now, in addition to global superstars all over the bill, SXSW has bookended the music festival with SXSW Interactive and SXSW Film. All of it has become too sponsored and too hipster for most of us who live and work in high-tech Austin. We avoid downtown bars and restaurants during Spring Break every year and then count the days until it’s all over and we can go back to our favorite haunts without paying $20 to park.

SXSW Interactive, not unlike the SXSW music festival, started with earnest intentions: focused on emerging technologies. But just like the music and film festivals, SXSW Interactive…

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