SXSWi: It’s not the panels – it’s the people.

Let’s be honest: Getting into the top panels at SXSW has become a Hunger Games event that usually ends in sadness and disappointment. This year, seeing Obama’s keynote live was harder than winning the Powerball.

So is SXSW dead? Far from it.    

Today, more than ever, it’s about the people who come to SXSW, not the panels. The 65,000 smart brains having game-changing conversations over coffee (or more likely, craft beer). It’s the people sitting next to you at dinner. The inspiring conversation you have by bumping into an old friend on the street. One of the most illuminating conversations I had was while fighting to get a drink at The Driskill on Saturday night.

Back in the early 2000s I, like most, sat through the now legendary “browser wars,” where we debated the merits of plug-ins, Flash versions and CSS. Today we’ve thankfully moved way beyond the esoteric tech minutiae, to much more important discussions.

Today SXSW isn’t just about tech. It’s about the intersection of technology and culture. And while some bemoan brands invading our nerds-only party, I think it’s made the conversation far more interesting. Clients, agencies, creators, storytellers and makers are no longer the Luddites of the technology landscape – they are the technology landscape.

We can debate another time whether the panel format itself is getting a little tired. But for now, I’m looking forward to the dozens of follow-up meetings I’ve scheduled with people who will make my 2016 more interesting – right after I get my voice back from trying to talk over indie bands.

 - See more at: http://www.jwt.com/blog/opinion/j-walter-thompson-sxsw-its-not-the-panels-its-the-people/#sthash.MaXt8IbC.dpuf