SXSW Still Matters—But You Gotta Commit
SXSW gets more eye rolls than the drunk girl at a party. And frankly, it should.
It has evolved from a grassroots indie music showcase to a launchpad for the next Twitter (and also the first Twitter) to corporate playground and agency boondoggle. Hoodies have transitioned to more expensive hoodies and sometimes even blazers, and the magic aura that once soaked the town for ten days in March has dissolved into the smell of crisp corporate cash. “Activations” happen. It’s increasingly difficult to harness the event’s energy to propel an idea from dev concept to viral sensation in a matter of hours.
It’s a royal pain in the ass.
But if you pull your head out for a minute and check your cynicism at the door, it’s still the best event of the year — and the most fun.
For me, the value in SXSW has always been about meeting interesting people I’d never have access to in the real world. SXSW is the great leveler. That guy you bump into grabbing a free Lone Star at the hosted bar is probably someone whose admin you’d have to stalk for months to get in a room with in the Bay Area, but in Austin he wants to talk to you.
Think of SXSW as a social platform, like Twitter or Reddit or Medium. There are all kinds of people on those networks, just as there are at SXSW. So when people say “I hate Reddit,” or “Twitter is a waste of time,” they’re probably not following the right people or using the platform correctly. They haven’t committed, so they don’t see the value.
Similarly, if you don’t find SXSW useful, you might be doing it wrong. I think of it as a continuous weekend party train that I can ride as long as I want, but get the most value from when I grab a few buddies and hop off for awhile. There are so many interesting people to meet, so be open and let the serendipity wash over you like a flash flood. You’ll find people who can help your startup, partner with you on fun projects, or simply become your weekend drinking buddy.
So if you want to have a fucking awesome time, make some memories and forget some more, follow as much of this advice as you can:
- Bring a buddy. It sucks walking into a party or event by yourself. And if you do fly solo, don’t stay that way for long.
- Plan as many coffees and casual chats as you can.
- My personal mantra: Be a little less douche. Keep it close, repeat it often. People will appreciate it.
- It’s a marathon, not a sprint. Don’t go too hard too fast, or your disco nap will turn into a 12-hour coma. No need to show off — water is your friend, and the smart man stays hydrated and eats plenty of snacks.
- Bring a raincoat and some shitty shoes. It’s gonna dump on you at least once, probably twice, and maybe the whole time.
- Use the time before and after panels to socialize and meet people. That’s what everyone is there for, so there’s no need to be shy.
- Oh right — panels. If you want to save yourself $800, skip the badge and wing it. Panels are heavily attended, get in the way of your day drinking, and you can find the content online after the fact. Spoiler: You didn’t miss much. Unless you miss Tony Bourdain, then you missed a lot.
- Even the nights are better. Less drinking and more talking (and definitely more listening). Doesn’t have to be at the big noisy Spotify party, any bar will be full of interesting people. The ones where you can actually talk and hear yourselves are the right ones.
- If you decide to wait in lines to get into things, make the most of that time. Lines mean conversations, and conversations are the entire point. You’ll have a captive, bored audience that wants that next drink just as badly as you do, and that means common ground and shared experiences which make for great icebreakers. I’ve met more than a few close friends waiting in lines in Austin, including my co-founder. So there’s that.
- Having said that… Don’t wait in lines. I’m old and tired, and I don’t do rock shows or lines anymore. Don’t judge me. Or do. That thing you’re waiting to get into? There are a hundred more things just like it without lines. Do one of those things. You’re not missing anything (except lines).
- Don’t chase the unicorn. There’s always a better party with cooler people that’s #goingoff with [INSERT DARLING ARTIST HERE]. Guess what — you’re having more fun right where you are, with the people around you. You don’t need to leave to see Alt-J. My favorite move is to grab a few friends, break away from the badges and hole up in a dive bar a mile away. Tell people you like to come find you, and let the night happen.
- Fiber up! Every marketing dude with an expense account will think the perfect piece of party flair is free meat. Don’t get backed up on the road, that’s not fun for anyone. Especially you. That said, break away from the herd and take some new friends to a BBQ dinner.
- Buy a pair of expensive boots. It’ll feel like a lot in the moment, but every time you wear ’em you’ll remember that kick ass week you had getting outside your comfort zone and making decisions like overspending on boots. Trust me.
I’m a 12-year SXSW veteran, and every year I swear it’s my last… until I get there. And then it all comes back. So if you can manage to shake the haters and embrace the weird, you’ll get out of SXSW what you put in.
Keep it weird folks, and good luck out there.
Oh, and #club1242 for life.
