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5 Cool Things from SXSW: chosen by Huge managing director, Europe - Nathan Weyer

SXSW continues to expand exponentially each year, with the lines between interactive, film, and music (and BBQ) almost now completely blurred. Of course this is all completely overwhelming, so this year the strategy was to skip across it all and just have an amazing time soaking it all in.


The standard start to any day in Texas is the breakfast taco. The huevos motuleños over at the Austin institution Curra’s are superb and will keep you from unwinding after five panel discussions.

The Empathy Gap

Huge’s Martin Harrison evoked Stalin and Mother Theresa to give marketers valuable guidance on having empathy for the individual when dealing with massive amounts of customer data.

The Peak

Master entertainer Wayne Coyne of the Flaming Lips announced to a capacity crowd on Sunday night that SXSW 2015 had reached its peak at that moment. Kind of obvious isn’t it? The opener Future Islands tried their best.


Veering off the Interactive path, I caught an amazing screening of “Love & Mercy”, a biopic on the life of Brian Wilson and the Beach Boys. John Cusack was there for the Q&A.

Secret Spaces

SXSW has gone entirely off-piste, with your day now dominated by weaving in and out of private sponsored lounges and enticing curated events.

Nathan Weyer is managing director of Huge in Europe

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