As far as tradeshows go, SXSW Interactive is akin to controlled chaos, a bit like a three-ring circus with companies and brands doing their best to grab the attention of thousands of techies from around the world.
Indeed, the conference organizers know that the experience SXSWi attendees have is as important as the discovery of the next great trend or hot social app.
After all, it’s Austin — the self-proclaimed “Live Music Capital of the World.” This is the place where art, performance and business all merge into one common objective: the Austin experience.
And for three week’s in March, SXSW personifies that experience. The commingled extravaganza of music, film and interactive events started Friday and runs through March 22.
For anyone in marketing or advertising, the main event is the five-day interactive portion, which runs through tomorrow.