13 Mar The Unofficial Guide to Doing SXSWi Unofficially – Part 2
I spent most of the second day of SXSWi as an observer and I tried to remain objective, if not idealistic, to the experience as a whole. As a marketer and as a naturally curious individual, though, it is often difficult for me not to read into events like this and try to at least visualize the process behind what makes them. So, it was difficult to get excited about a lot of the superfluity of this festival. Not the festival itself, of course, but the extreme measures which are being undertaken to assure that people are properly slaked in gooey salesyness.I know that it seems like a brilliant opportunity to influence influencers, but in reality, all the efforts to strike a chord are unnecessary and heavy handed.
As I mentioned in my last post, marketing to marketers is risky business. Especially when the lot of us are much savvier than Joe Consumer or even Joe Advertiser. Case in point: the SXSW flash mob. Though I wasn’t present for the spectacle, Jim was witness to it and he described the event as “the moment that SXSWi jumped the shark.” Another observer in Jim’s vicinity said something to the extent of, “A flash mob? Here? Really?” (Apparently, the whole thing just involved a bunch of singing and dancing, and general poor planning.)
The parties, as I suspected, have been the best part of this festival so far. I’ve managed to meet some very interesting and kind people who are generally interested in having a conversation (even if it is about Robocop or approaching nuptials or tattoos and not social media). That, and I very much appreciate the readiness of the city of Austin to be able to not only accommodate, but impress the descending masses. I feel that it is in many ways a playground for twenty and thirty somethings, it is also a place that is filled with kind and genuinely unique people. Of course, it is not without its douchebaggery, but I guess any time you get this many people in one place and fill them with free or cheap booze, it brings out the animal in some people. Nonetheless, it could be pretty easy for Austinites to see the coming crowds as an annoyance, but I’ve not experienced any negativity from the locals so far.
Observations: Day 2
- The thing I found most interesting, perhaps, is that there are definitely two distinct SXSWs happening here. And no, I don’t mean music/interactive (or film), I mean that the same festival is happening simultaneously online and offline. The constant instream of #sxswi updates have provided some good insight, and if the panelists and presenters want feedback, they don’t need to go far to get it.
- The best party is the one you’re at.
- As the insane lines (none of which I’ve bothered to stand in, not even the bathroom line) indicate, this thing is growing beyond its capacity. In order for it to grow, it is going to have to compartmentalize and segregate during the day and offer more options at night. Not that the parties aren’t fun (they are SO fun!), but despite popular belief, we’re not all boozehounds and/or looking to score.
- Put on some deodorant, people. Ooof.
Though it’s perhaps a tired analogy, I couldn’t help compare my experience to the trail mix I packed, and how it reminded me of this festival in many ways. The particular bag I got appealed to me because it has pistachios and almonds as well as pepitas, filberts and various raisins. Now, I love pistachios, and I really like raw almonds, but the rest of them I can really do without. Nonetheless, I eat it by the handful and it tastes pretty good, and it slakes my appetite. SXSWi is the same way. There are a lot of things I really love about it, but there are a lot of things I can do without. Somehow, though, I end up taking it all in anyway, and getting a lot from the experience.
I also came across an article by Jolie Odell that I found interesting, and while my experience has varied from hers, I still offer you Why SXSW Sucks.
My third and final installment should be on its way tomorrow provided my liver doesn’t explode tonight. Wish me luck.
-JSG
