The Rise and Rise and Rise of SXSW
"Networking into the Abyss," my article about SXSW Interactive and Silicon Valley techno-utopianism, is now up at The Baffler (it came out in print in the magazine’s summer issue). In it, I try to go beyond the conventional complaints about commercialism and shameless networking to get at why SXSW is so pernicious, particularly in its fusion of masculinist corporatism and cyber-libertarianism. Besides being the tech industry’s preeminent festival of ideas, SXSW is in many ways a microcosm of Silicon Valley itself. Once a bastion of DIY, indie culture (it began as a small music festival), it’s since wholly given itself over to inflated myths of the glories of entrepreneurship, “disruption,” and the world-changing capabilities of the latest wearable gadget. Like Steve Jobs, it put away its drugs and learned how to marry corporate success and ruthless business acumen with vague nods towards the counterculture. (The recent influx of tech-industry moguls into Burning Man is the latest iteration of this phenomenon.)
And while the products and companies celebrated at SXSW often have important political and social consequences, the festival and its attendees present themselves as stylishly apolitical. That helps them to maintain a certain purity of purpose, an irrational self-belief, in the sense now common to Silicon Valley, that what they are doing is inherently important, that one can “save the world” by building a “great” company — even if it’s just a company that, like so many of its peers, collects user data en masse and sells it to advertisers. This is where libertarianism comes in, disguising itself as insouciant rebelliousness. “The traditional rules don’t apply to us,” these technological elites tell one another. Except they’re not doing graffiti or playing folk songs or marching in the streets; they’re ignoring workers’ rights and municipal regulations, because Uber is just that cool and the sharing economy should be brought to everyone.
SXSW has changed Austin, its longtime home, a great deal. It’s now by far the biggest event in the city and a year-round operation, with festivals about education, music, film, the environment, and venture capital (that one, naturally, held in Las Vegas). During April, when most of SXSW’s events take place, downtown Austin resembles a privatized company town, a series of fiefdoms apportioned between Pepsi, Google, Samsung, and Doritos.
After my article went to press, SXSW announced a new sports festival, SXsports, to be held next year. Its metastasis is nearing stage four. It’s become a perpetual motion machine, growing because it has to, because the money and celebrities and corporate sponsorships (which are truly as insane and lavish and tone-deaf as you have heard) have become their own self-sustaining machine. But when so many people are getting rich and there’s such good feeling in the air, who’s to tell them to stop?
Read my article here.