The Austin Convention Center is gone. Torn down. A construction site where the anchor of SXSW used to be. This year the festival scattered across downtown — hotel ballrooms, pop-up venues, brand activations on every corner. It felt less like a conference and more like a city-wide trade show that escaped containment.

I didn't buy a badge. Again. With Hugh Forrest stepping away from SXSW and the broader leadership changes, I don't see myself giving them money again for several years. But the thing about SXSW is that you don't need a badge to see what's happening. You just walk around.

Scenes from the street

Rivian is planting flags. Literally. Branded flags lining downtown Austin like they're claiming territory. In Tesla's backyard. Bold move. I respect it.

Spotted a fleet of brand new Lime scooters. Pristine. Untouched. Not a single one thrown into Town Lake yet. Give it a week.

Then there's this VW. A low rider that stopped me in my tracks. Sometimes the best thing at SXSW has nothing to do with SXSW.

Chicken Ranch and robots

Ranch x Chicken Ranch had a showcase setup that pulled a crowd. Good branding, good energy. One of those activations that actually felt like it belonged.

And then there's the robot. A delivery bot sitting at the IH-35 feeder road, waiting to cross. For ten minutes. Just sitting there. Cars flying by. The robot, perfectly patient, perfectly stuck. No jaywalking firmware installed apparently. The future is here. It just can't cross the street.

The badge question

People keep asking if I'm going to SXSW. I live here. SXSW comes to me. The real question is whether I'm giving them $1,800 for a badge, and the answer hasn't changed. Not this year. Not next year. Maybe when the new Convention Center is built and the organization figures out what it wants to be without Hugh.

Until then, SXSW is a free street photography festival with better people-watching than content. And honestly, that might be enough.