Conference attendance at the interactive portion of the SXSW Film, Music and Interactive Fest swelled to 30,000 this year, and it showed. Walking around Austin among throngs of people with their heads lost in mobile devices, getting Red Bulls shoved in my face by one brand rep or another, battling an inbox full of one party promo after another felt like an absurd dystopia. Reality of the festival’s girth finally caught up with the years of complaints about it.
I spent way too much time in my rental car just trying to find an unclogged artery to get downtown. Once I got close, I spent too much time trying to find a place to park. And this year, I actually had places to go: I was doing tech and culture coverage online and on-air, and Team NPR was there to launch our new 30-and-under effort, Generation Listen. Thanks to the hard work of GenListen founder Danielle Deabler, NPR HR badass Lars Schmidt, the team at KUT Austin and my Austin pals Jimmy Stewart and Elaine Garza, we were able to go from zero to awesome, geek celebrity-filled party inside of three weeks. (Nerd king Neil Gaiman and his wife Amanda Palmer were there, y’all.)
Despite all the marketing-laden madness and the rushing around to finish the story for Morning Edition (which also wouldn’t have been possible without the friendship and help of KUT)… a few magic South By moments did squeeze into the schedule, serendipitously.
- Justin and I photo-boothed, which has become a real hobby of ours over the years.
- Snuck in some time on the hike and bike trail. I was reporting at the time and didn’t actually EXERCISE, but hey, my feet touched the trail, okay?
- P Terry’s! Tried the peanut butter shake. Mixed a little of it into Eva’s rice cereal and might have given her a sugar high. But I felt she HAD TO try it.
- Took two groups of friends, on separate nights, to a SXSW hideout better known as The Elephant Room, Austin’s basement jazz club that was decidedly not participating in the South By madness. And how wondrous it was, for the first group — a bunch of my favorite people from Knight and MIT — and the second, politico pals Richard Wolffe and Johnathan Kopp, who spent our drinking time reminiscing about all the ‘gates of the Clinton Administration.
- One night, exhausted by people everywhere and stubbornly refusing to stand in any line at SXSW, ever, my old friends Voggie, Blake, Reeve, Justin and I found a respite. A film about craft cocktail bartenders rented out a Rainey Street house/bar and almost no one showed up for the premiere party. We did. We found empty spaces with nonstop craft cocktails to lounge around in, and Friend Matt, who’d had a long day of speaking/presenting, joined us for some backyard chill time. Our friend Niran then showed up randomly, and so did my fave Austin gays – ex roommate Jarrod, ex coworker Tyler, and even more randomly, Bravo’s Andy Cohen, who the boys were rolling with that night.
- A quiet brunch at our Austin hosts Melissa and Brett’s house. Melissa made bacon and sausage and quiche with her homemade crust and baked french toast and a fruit salad; the Rocaps joined us in eating it, with my five-year-old Friend Ellie blurting out “bacon!” over and over. It was pretty much the raddest.
- Catch-up time with my most indefatigable boss ever, Evan. That he even found time for us to hang out despite his schedule was a huge treat.
I have many SXSW regrets this year, because there were too many events and too little time. I didn’t see a single film, which used to be my favorite thing to do during the festival back in the days I didn’t have to be accountable for my time there. I also didn’t see most of my Austin gal pals, who always provide a recharge hard to find from any other source. But the in between moments of socializing weren’t bad, and Eva was awesome to have with us the whole time. Now, I just need to go to sleep for a long time.