Why is the logo a down arrow?

Tomorrow morning I fly to Austin to attend SXSW for the first time and I have absolutely no idea what goes on there. I am going for work, for reasons I sort of understand but sort of don’t largely because I have no actual idea what the hell happens as SXSW. If you had asked me last year what SXSW was I would have said I thought it was a music festival or maybe something to do with EDM but also that sometimes movies seemed to premiere there. I think of all this is accurate but also maybe totally innacurate, again no one seems to know.

I have never in my life seen something as inaccessible as the SXSW schedule. I am told there is a schedule, but it appears that actually the event has about 15 official schedules. But also I shouldn’t worry about that because what I really need to do is follow all the unofficial schedules which can only be found on twitter or seemingly confusing and random websites of mega corporations- I am definitely going to some form of Comcast Lounge. SXSW has so many events that their is a service you can buy called RSVPster that is a pay service that does nothing but RSVP you to parties, somehow I am considering buying this.

My friends keep asking me what bands are playing and either I can’t tell who is playing or I am old and don’t know who cool bands are when I see their names. I understand that famous and influential peoples are going but I can’t tell who from the website. Evidently Cory Booker just spoke, which to me seems like a big deal but the website didn’t seem to prominently feature it. The only celebrity I am hoping to meet is The Ringer’s Chris Ryan, who is doing a live podcast which is will miss but maybe I’ll see him hanging around Whataburger or something.

Also the rules for this thing freak me out. I read a list of tips for first timers which included: don’t drink too much before 10 AM. Which means you can drink before 10AM but keep it to light beer. Why does this need to be enumerated? This is the kind of rule that is only created because a lot of people needed to be told! Also what the hell happens at 10AM that makes it time to start binge drinking? Also the list said to wear sneakers and no ties. I know this is supposed to be some hip place but I just don’t know how to attend a conference without a blazer. I think it’s feelings like this that are going to make SXSW very weird and confusing to me.

I think I am as prepared as I am going to be. I have a badge and some phone chargers and I followed a bunch of twitter accounts I was told to follow. That’s basically the SXSW orientation from what I can tell. More on Day 1 tomorrow.