SXSW has been a very interesting experience, and as the week has gone on, I’ve come around to appreciating this massive event. Here are some thoughts.
During SXSW, people walk around glued to their iPhones. It’s disconcerting, and left me wondering if this is actually progress. I tried to engage many people with friendly chat, but I was usually shut down promptly. However, I did meet a nice lady from Milwaukee who told me that Reggie Watts hugged her after a performance. Reggie is apparently a hugger. That could come in handy later in the week.
My wife knows I am a shameless self-promoter, so she designed a tee shirt for me with my Twitter address across the chest (@realchriszander). I wore it for two days straight. Nobody noticed though, because they were all looking down at their iPhones.
I spent Day 1 going to as many Interactive seminars as possible. Taking some advice from an article I had read, I deliberately went to talks that wouldn’t normally interest me. That was a mistake. I listened to a team of designers talk about outsourcing work to Mexico, and that sucked the life out of me. Then I stayed in the same room and listened to a tech guy drone on about the beer vending machine he designed that had miraculously transformed his company’s social life.
I shifted strategy and went to some of the big convention hall talks. Listening to Nate Silver speak for one hour made me realize how stupid I am. My brain hurt for several hours.
I shifted strategy again, and started going to things that sounded entertaining to me. I saw the first episode of the new A&E series “Bates Motel” with a Q&A with one of the writers. Then I sat and watched a Q&A with Harmony Korine and his cast from “Spring Breakers.” The moderator surprised the director by screening the first film Harmony shot when he was 15, and that was awesome. Then Selena Gomez led a sing along of “Hit Me Baby One More Time.” I walked out of there thinking I was starting to get something…
The GSD&M party was huge. Reggie Watts was performing, but I couldn’t get close enough.
I’ve always believed that I’m an excellent dancer, but then I watched a few old cowboys dance at our Backyard party. They move with a control that I’m not aware of. This whole thing is turning into a learning experience.
On Tuesday (the final Interactive session) I went to join my director friend Kevin at a seminar by Buzzfeed founder Jonah Peretti that blew my mind. SXSW reached a crescendo in futurist Bruce Sterling’s closing remarks. I am still buzzing with excitement, and my brain hurts in a different, better way.
Last night, Reggie Watts performed a “secret” private show at our hotel. I was standing this close to him during the performance. That was pretty cool, and certainly something I would never have experienced were it not for SXSW. I was too shy to ask for a hug afterwards.
*****
Chris Zander is a partner in production house Backyard.