South by Southwest is an institution in Austin, TX. It first came to life as a little music festival back in 1987. Now, almost 30 years later, the event has grown exponentially, covering three overlapping conventions under the same umbrella: music, film, and digital culture.
All three facets of the festival converge during the four days of the SXSW Trade Show, and the exhibitors reflect that congruence. It’s not unusual to find displays from The New York Times, NASA, and the Price is Right (along with a giant spin wheel, of course!) at the same gathering, a mixture that reflects the truly eclectic nature of all things SXSW.