# SXSW Online: A Successful Experiment in Virtual Conferencing
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Chapter 1: A Shift to Virtual Events
In July 2020, I reached my limit with virtual conferences. Initially, they seemed like a great way to adapt during the pandemic, which had led to the cancellation of numerous significant events—from tech summits to gaming expos. While some tried to salvage their carefully curated agendas by transitioning to an all-Zoom format, the outcomes were often hit or miss.
Apple is one notable exception that managed this transition smoothly, opting for a series of well-crafted videos instead of a live WWDC keynote. Yet, despite the polish, the presentation felt cold, lacking the vibrant energy of an audience reacting in real time. The absence of applause and immediate feedback transformed the experience into a slick marketing campaign, rather than the engaging showcase Apple typically delivers.
Throughout 2020, most conferences I attended—both public and press-invited—failed to recapture the excitement of pre-pandemic events. The loss of in-person networking—where chance encounters often lead to new connections—left these virtual gatherings feeling lifeless. The shared energy of a physical space is irreplaceable, and this void was palpable. I found myself munching on Cheetos while watching conference streams, longing for the real experience.
This sentiment was especially strong regarding South by Southwest (SXSW), a festival I've been attending since the late 1990s. For me, it was always a time when the tech and entertainment worlds converged in Austin, providing ten days filled with insightful panels, vibrant brand activations, and enough screenings and live performances to keep me entertained for months.
The cancellation of last year's SXSW served as a grim reminder of the pandemic's severity and its impact on our industry, leading to layoffs and organizational changes. SXSW recognized early on that hosting an in-person event in Spring 2021 was unrealistic, given its scale, with around 400,000 attendees typically participating.
However, SXSW Online's attempt to capture the festival's essence through entirely virtual programming proved to be a commendable effort, showcasing what can happen when experimentation takes precedence over convention.
Chapter 2: Learning from SXSW Online
What lessons can other conferences glean from SXSW Online's approach?
Star Power Still Shines
SXSW has become increasingly star-studded since the late 2000s, particularly as tech and entertainment have merged into the streaming media landscape. Even in a scaled-back format, SXSW 2021 boasted an impressive lineup. Oprah Winfrey, for example, hosted a panel with Dr. Bruce Perry during SXSWedu, while the main conference featured speakers like Stacey Abrams, Pete Buttigieg, and filmmakers such as Ava DuVernay and James Cameron.
Innovative Use of VR and Virtual Spaces
One of the more intriguing aspects of SXSW Online was the introduction of "SXSW Online XR." This component utilized various virtual reality technologies to create an immersive experience, featuring live performances and 360-degree video screenings. However, while the concept was exciting, the execution often fell flat, particularly for those like me who find VR cumbersome. The challenges of engaging with VR without dedicated support—typically available during in-person events—made it a less-than-ideal substitute for genuine human interaction.
The Benefits of Prerecorded Content
Initially, I was skeptical about the decision to prerecord many panels rather than livestreaming them. I worried it would eliminate the spontaneity that makes conferences engaging. However, this format allowed for better packaging and editing, resulting in more concise and impactful presentations. For instance, a panel discussing the Apple TV+ series Ted Lasso effectively integrated video clips to illustrate points, a feat that would have been much harder to achieve in a live setting.
Networking Challenges
Despite the innovative approaches, SXSW Online couldn't replicate the networking opportunities that come with physical gatherings. While there were options for messaging and virtual interactions, I found the experience lacking. In a typical year, I would leave with numerous business cards and connections; this time, I barely received any messages.
Overall, SXSW Online was a successful experiment in a challenging year, demonstrating that virtual conferences can indeed offer meaningful experiences. However, like many, I eagerly anticipate returning to the joy of in-person gatherings next March.