South by South Ex

In Beats + Bytes by Nue Agency

Dear SXSW,

I used to love you.

You were the ultimate annual jam session, the bridge between music and tech, and the epicenter of innovation. It was so pure, so limitless. I would whisper sweet nothings into your warm Austin nights and watch magical dreams come to life.

Twitter launched with you. So did Foursquare. There was nothing quite like your buzz. Be it a band on the rise or a massive artist looking for intimate eyes, everyone wanted a piece. You had so many meaningful conversations.

But it’s no secret now: you’ve lost your luster. You’ve changed, and not for the best. There are better ways to spend my time; better spaces for ideas; better places to break out. You don’t get me high anymore.

That said, I’d be lying if I didn’t admit that you’re doing Cannabis right. I admire you for trying. Will it be enough to rekindle our love? Time will tell. Alas, I’m sitting you out this year.

I do hope to see you again someday. I can’t thank you enough for the memories. You’ll always be “South By” to me.


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