Why South by Southwest—in Its 30th Year and More Branded Than Ever—Still Matters

Conference hasn't yet 'jumped the shark'

South by Southwest has always been a haven for creatives who want to market themselves. And while the sorts of creatives flocking to the Austin, Texas, conference have shifted over the years and evolved—it's not just a place where musicians hungry for exposure go as it was in 1987, or where a tech brand like Twitter can blow up as it did in 2007—the question of whether SXSW is still worth the price of admission has bubbled.