I ask Joey for a new post and this is what she gives me: a recycled, off-topic article that was previously published in Adobo, an ironic magazine about advertising and uninteresting people who make ads which, I suppose, is read by uninteresting people who make ads. Because who else will want to read a magazine about ads? That’s why Fully Articulated remains ad-free despite the fact that Joey was able to afford me because of advertising. #sorrynotsorry
Joey insists this article will be useful for nerds who are planning to go to SXSW in 2016 – that could be you! Or me. Aren’t we all nerds here?
Over Austin in Texas, a biplane flew a banner announcing the presence of top Internet star, Grumpy Cat. St. Bernards came to the rescue of dying mobile phones, carrying power chargers in barrels around their necks. Keynote speakers talked about emerging technologies to the audience IRL and online through Meerkat and Snapchat. Big brands surreptitiously found their way into the festivities, much to the dismay of startups. This year, South by Southwest (SXSW), the ten-day convention on film, interactive and music, was crazier and more epic than ever.
Even the citizens of Austin are still perplexed by the growing number of people pouring into their city every March. In 2015, over 30,000 attendees came from all over the world to listen to 2,300 interactive speakers in 800 sessions held in 13 different hotels. On the fringe, there are trade shows, meet-ups, demos, job fairs, expos, exhibits and parties. That does not even include the 2,200 bands and the fans that arrived en masse for SXSW Music and upheld the motto: keep Austin weird.
TBWA\Digital Arts Network Manila sent three delegates to SXSW Interactive, the largest of digital conferences, and I was lucky to be one of them. I would like to think I’m a veteran of advertising festivals, but nothing prepared me for the massiveness of what natives (of digital or Texas) call Southby. It was nothing like Cannes. It was the physical manifestation of Internet Culture; it was mind-blowing. And in the spirit of the open internet, I would like to share what we learned and help you survive SXSW 2016.
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