Experiences of a SXSW Noobie


Author Richie Cruz March
I like to think I maintain a perfectly healthy skepticism of the unknown.

So, last week, when told I’d be attending SXSW along with some other AgencyNetters, my immediate enthusiasm was quickly met with feelings of perplexity- I’d never been to SXSW, much less its interactive bucket, so I had no idea what to expect. A majority of my friends and industry colleagues had previously attended the music track, which I had assumed would overlap in some capacity.  Needless to say, pen, pad, and laptop handy, I hit the Austin Convention Center like it was freshman year orientation all over again.

Leaving New York was no small ordeal; my travel experience, compounded by rain and delays took an unbelievable 13 hours. Needless to say, I managed to arrive safely and in one piece, and began my three-day experience as an empty vessel, waiting to be filled with knowledge by some of the most influential minds in our industry.

Here is a quick summary of some of the best discussions that I attended:

The first (and definitely one of the best) of the discussions I sat in on was Clay Shirky’s “Monkeys with Internet Access: Sharing, Human Nature, and Digital Data.” The NYU professor brilliantly gave a discourse on “sharing”: its evolutionary origins, its considerable disruptive potential, how our shifting communication paradigm is responsible for the recent explosion in sharing behavior and the implications of such for creating civic value.

Clay ShirkyClay Shirky does his thing… without slides!

Some great points:

  • Abundance breaks more things than scarcity
  • Technology and media revolutions can devalue existing institutions because of inferiority by comparison.
  • Behavior = motivation filtered by opportunity.
  • People can use sharing to create civic value (For example, patientslikeme.com – where users upload their most personal medical symptoms allowing patients to better understand their diseases and doctor’s to better find suitable patients.) Leer más “Experiences of a SXSW Noobie”

Year of the Tiger


– T.L. Stanley
Rapper and actor T.I. enjoyed the spoils of the thug life, but it ended up costing him his freedom and, by his own estimate, $12 million in a lost General Motors endorsement deal and other work when he was convicted of federal weapons charges.

But the artist, who’s now emerged from prison and has a new record coming out, could be back in the brand partnership game soon. His label, Warner Music Group‘s Atlantic Records, is in active discussion with a number of marketers eager to latch onto his turnaround tale, partly chronicled in an MTV reality series. “Sometimes, you could be just a couple of hits away from redemption,” says Camille Hackney, Atlantic’s svp brand partnerships and commercial licensing. “Success makes people forget.” Leer más “Year of the Tiger”