SXSW Interactive

Since Saturday I have pretty much spent most of my waking hours downtown photographing the SXSW Interactive conference and panels. Honestly, to me before Saturday, SXSW meant music. I pedicabbed the conference for 3 years (2006-2008) and the interactive portion barely was noticed. Last year, SXSW Interactive passed the better-known music and film conferences in terms of attendance. This year, organizers estimate that it grew another 40%, topping out at nearly 20,000 geeks, hackers, marketers, and social media mavens. It was a non-stop adventure running around photographing and drinking with the geeks, hackers, marketers, and social media mavens.

Yesterday, I started noticing the change in attendees from “geeks” to skinny jean wearing “hipsters” and musicians. It was fun to see…while I was waiting for my friend, Antonio, Adam Duritz of the Counting Crows walked by on his way to the Hilton.

Stay tuned for three days of music mayhem. Tonight I am scheduled to photograph the “Independent Showcase” at Lustre Pearl. If you stop on by, be sure to say hello.


About Jo Ann Santangelo

Austin based freelance multimedia documentary photographer and storyteller.
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