Blog
03.16
Live from SXSW Interactive: In Perspective as We Finally Eat BBQ
Were I more of a romantic, I would say Austin is gently weeping farewell as we leave its embrace. My ever-present cynic says that these are either tears of joy that all the nerds are leaving or tears of sorrow as the terrible corporate-shilled music portion begins. In reality, it's just raining.
In deference to our vegetarian friends and to the insane line outside Iron Works, we have been avoiding barbecue. After a delicious chopped beef sandwich and a plate of fantastic brisket, Rachel and I are headed back to Dallas. Ethereal or no, the patternless patter on the windshield combined with the regimented hum-and-thump rhythm of the wipers seems to invite reflection.
SXSW Interactive has grown. It no longer seems to be made up of rabblerousing outsiders inciting a righteous rebellion. This isn't necessarily all bad, I believe. Popularity and an influx of funds can and has raised awareness of key issues, albeit largely only from within the industry. The talent at the conference this year was still impressive, and I personally felt that I learned a lot from wonderful presenters like Kristina Halvorson, Stephen Anderson, Jared Spool and Aaron Hursman. Even beyond the presenters, reconnecting with colleagues like Erica Burnett and Scott Carter, finally meeting great guy Alex Bischoff and putting a face to a name with our friends at Campaign Monitor made the trip worthwhile.
I fear our development team may not have gotten as inspired and the reason probably stems from the growth of the conference. While still a valuable event, as SXSW Interactive becomes more mainstream, so does it seem the topics on which it focuses. Visible-to-all issues like design, social media, content strategy... all important. But not holistic. Rather than impetus for rebellion, the sessions are instruction for refinement.
Developers are not networkers by nature. They are not on the surface of a project and they are not visible to all in the industry. They are incitors, but as many articles and panels have discussed, they are neither uniters nor prone to become unified with other disciplines. It is to this critical group of loners that SXSW Interactive needs, but seems to no longer desire, to speak to. The conference has taken off its glasses and braces, let down its hair and transformed from outsider to pretty party girl, leaving behind the unpopular geeks that inspired her to see the beauty within.
Where was Browser Wars this year? Why was the Drupal panel more sales pitch than a deep dive into module writing? I do not and cannot speak to these topics, but that's why, in addition to a wonderful designer and a cracker jack project manager, I have a team of brilliant developers.
I want a place where all of us can be inspired together, but it seems that SXSW Interactive is becoming less that place. I want it to be a unifying force. I want Chris Griego and Blake Elshire to come back. I want Jordan LaMons and Mark Sims and Martin Eggert to feel like they can't miss it.
I love the conference and want what's best for it. Last year I and others put some suggestions into the ether for conference improvements and they seemed to take, which is pleasing and encouraging. This year, I only have one suggestion: bring back the authentic geeks.
People like Rachel and I felt rewarded by this conference, but then again people like Rachel and I will always be in the middle of the dance floor right under the mirrored ball. SXSW Interactive, you look hot in your skinny jeans, but it's time for you to put on your BSG tee, drag the ones that brung ya out of the dark corners, and dance their asses off.
Until then, Austin weeps.
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