As SXSW Evolves, Marketers Still Have Faith in the Industry's Rite of Spring

It's 'a beautifully chaotic petri dish that produces wildly successful outcomes'

Today marks the beginning of the 2017 version of South by Southwest Interactive, which over the years has noticeably changed. It’s gone from being a pure technology show, to a mix of digital and marketing/advertising players, to being overrun by brands and it’s now becoming a veritable mixed bag. In terms of the latter characterization, consider that Joe and Jill Biden—fresh off their eight-year run amidst the office of the U.S. vice presidency—are headliners this year.

Pray tell, why do thousands of practitioners from the marketing and media world—many of which just endured the exhausting double-play that is Mobile World Congress and CES—descend upon Austin, Texas, for this annual event? To pick up a great marketing or tech tips from the Bidens? No, of course not.



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