Posts Tagged ‘SxSW’
“Some dreams matter. Most don’t. Often it can be hard to know which might be which.”*…
… So it is with trends and the drivers of fundamental change. One of the canniest spotters of emerging dynamics, Matt Klein, wrestles with some raw material…
I’ve always wanted to play with “conference talk tracks” as a data source, and finally found a moment to do a little analysis.
I took all of the 2025 submitted (not yet accepted) talk titles for SXSW’s “2050” & “Culture” tracks, to identify what patterns exist. I did this via Perplexity AI Pro, an advanced prompt, and detailed profile context.
Note: I don’t necessarily think these talk patterns are “cultural trends,” (although we can debate this). Rather, I see these submitted talk patterns as a pulse on what an industry is finding provocative, discussion-worthy and worth peacocking as thought leadership. That’s a different, valuable sort of insight.
I was particularly interested in surfacing not just the largest common denominators of talks (ex. AI, psychedelics, video games), but instead more specific, smaller and unexpected themes.
What makes SXSW unique (and this data worth analyzing) is that these talk submissions are crowdsourced or “bottoms-up” via industry leaders vs. (biased) invited, brand-focused, or sponsored talks, which many other conferences prioritize. Therefore, I find these SXSW-submissions quite organic and a valuable “pulse” on executive, senior leader, and public thinkers’ minds.
With that, 10 themes from hundreds of talk submissions…
01. Commodification of Authenticity
Can authenticity exist online, let alone from a business? Or is “authenticity” a paradox? This cluster explores how the pursuit of genuine experiences and identities is being packaged, sold, and (likely) diluted in the process, raising questions around the nature of authenticity in a hyper-commercial world.
Ex:
- “Authenticity: The New Social Currency for Brands”
- “Honor Your Root: Building Authentic Brands that Connect”
- “Authenticity + Impact: Native Voices in Film, Food & Beyond”
The other nine at: “10 Patterns from 400+ SXSW ’25 Talk Submissions,” from @KleinKleinKlein.
* Dean Koontz, Saint Odd
###
As we sift for significance, we might send lasting birthday greetings to Hazel Bishop; she was born on this date in 1906. An aspiring doctor, she was forced to drop out of medical school during the Great depression, and instead put her undergraduate degree in chemistry to work. As a senior organic chemist with Standard Oil during World War II, she discovered the cause of deposits affecting superchargers of aircraft engines. Later, in 1949, after a long series of home experiments building on that earlier discovery, in a kitchen fitted out as a laboratory, she perfected a “kiss-proof” “No-Smear Lipstick” that stayed on the lips longer than any other product then available, and began its manufacture. Marketed as the lipstick that “stays on you not on him,” it changed the cosmetic industry, spurring a raft on imitators.
The Times They are A’Changin…
Come writers and critics
Who prophesize with your pen
And keep your eyes wide
The chance won’t come again
And don’t speak too soon
For the wheel’s still in spin
And there’s no tellin’ who
That it’s namin’
For the loser now
Will be later to win
For the times they are a-changin’
– Bob Dylan
Rebecca Black’s “Friday” has become a runaway sensation. As Kevin Rutherford, a columnist for Billboard, explained, “Black’s video for ‘Friday’ is one of those rare occurrences where even the most seasoned critics of Internet culture don’t know where to begin. From the singing straight out of Auto-Tuned hell to lyrics such as ‘Tomorrow is Saturday / And Sunday comes afterwards / I don’t want this weekend to end’ and a hilariously bad rap about passing school buses, ‘Friday’ is something that simply must be seen and heard to be fully appreciated.”
And “seen and heard” it has been, closing in on 34 million YouTube views at this writing– not counting the scores of parodies floating across the web.
Music industry exec Jay Frank captures the impact of a performance that has been called “bizarre,” “inept,” and “hilariously dreadful” with a set of a simple comparisons that illustrate the upending of the music business:
WINNER: REBECCA BLACK
As she’s shown on her Good Morning America interview, she is making lemons out of lemonades. Make no bones about it, this song is selling (reached Top 20 on iTunes) and is going to be a valuable copyright for years to come.LOSER: EVERY SOUTH BY SOUTHWEST BAND
At my SxSW panel on Saturday, I did the math. If you combined every view of “Friday” and its parody videos, approximately 62 Million minutes were spent on this song. That’s presuming that, on average, the viewers only watched half the video. In the meantime, if the approximately 15,000 SxSW attendees watched 12 hours of music a day for all 5 days, that would only add up to 54 Million minutes spent watching music. All hopes of fame from Austin got upstaged by a 13 year old.…
WINNER: YOUTUBE
Their ability for anyone to upload anything produces overnight successes like this. This attracts even more people to their platform. Also, this firmly makes them a broadcaster, probably more than any previous video. 21 million views in a week? That’s more than nearly EVERY show on TV (cable or broadcast) receives in a week INCLUDING the DVR play. The fact that they have also successfully conquered with mobile apps and IPTV just increases their reach.LOSER: VEVO
The music industry’s supposed white knight got upstaged in a big way. Turns out quality (of the song or HD transmission) doesn’t matter. The viewer goes to what they want to see. Also, Rebecca Black got more views in 9 days of “Friday” than Lady Gaga’s “Born This Way” did in 3x the days. Lady Gaga’s a huge star. Her new video got massive blog pickup like “Friday.” It was also hugely promoted as an “exclusive” on the Vevo site. If “Friday” can beat all that, something is wrong with Vevo and there’s some explainin’ to do.WINNER: NEW CHART METHODOLOGY
In Austin, I discussed with Eric Charland of Ultimate Chart about how high Rebecca Black will debut next week. With the numbers she’s had, it’s painfully obvious that this dominated the entire conversation. Quality of the song was irrelevant. Since it wasn’t in heavy rotation on pop radio, it likely won’t be at #1 on their chart, but it’ll properly debut high. This will give Ultimate Chart even more credibility on truly leading in identifying a song’s true popularity.LOSER: THE ALBUM CHART
When the Soundscan Top 200 album chart is released on Wednesday, Adele will be battling a new album by Rise Against. Nothing against either artist, but this week the battle was Rebecca Black vs. everything else. If you use Google search as a gauge, there’s just no competition. The album chart has been irrelevant for quite some time. It no longer reflects our time. This should end the discussion and let’s focus on singles where the business IS rather than albums where the business WAS.
[TotH to Bob Lefsetz]
As we recall that unit sales of the best selling album of 2010 wouldn’t have made the Top Ten in 2000, we might recall that it was on this date in 1973 that U.S. Immigration authorities ordered John Lennon to leave the US within 60 days… thus beginning Lennon’s fight to acquire permanent residency, which he received in July of 1976.
John Lennon’s Green Card (source)
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