SXSW 2019: Take A Sip From The Fire Hydrant Of The Future

SXSW 2019: Take A Sip From The Fire Hydrant Of The Future

In this guest post, Channelzero’s head of strategy, Dan Machen (pictured below), is packing his bags for the annual SXSW love-in in Texas. Here, he predicts what he thinks will be 2019’s overriding themes…

Not long now till I head off to South by Southwest – the world’s largest creative, tech and innovation conference in Austin, Texas. With 1,000s of talks by famous speakers, getting your head round SXSW is like taking a sip from a fire hydrant. Along with heaps of kit chargers, IV drips and joggers, you have to go pre-armed with a view on content, or you won’t be able to see past the FOMO.

0

As the smoke starts to rise from Texas BBQs and this year’s festival, what does the future frontier have instore for marketing, brands and advertising? Are we going to see a course correction back to future optimism, or will the smoke of post digital distrust continue to cloud the debate?

Let me be your guide…

When he infamously ‘inhaled’ on the Joe Rogan Experience, Elon Musk (main photo) created the perfect visual metaphor for SXSW 2019 – involved as he is in open AI, transport and space. “Tech meets cannabusiness” has a heady whiff of key themes for SXSW 2019.

Taking the pulse of the ‘Panelpicker’ sessions is good way to get a lens on what’s bubbling up – as it’s voted for by the public it’s the most democratic reflection of the key areas of interest. And the nominees are… 

Fake

…is one of the words that has become more prevalent in our society in the last 24 months. Talks on this topic have more than doubled in submissions 2018 vs. 2019. While platforms seem to wrestle ineffectively with this issue, it’s increasingly front and centre as a govn., marketing and consumer concern.

Privacy

Issues around privacy are linked to fake messaging. The word “privacy” has had a 289 per cent increase in talk submissions 2018 to 2019. This reflects how that continued use and abuse of personal data by brands and state actors should remain at the front of debate. (Much as Facebook wants it to go away.)

‘Cannabusiness’

Given legit Cannabusiness is predicted to be worth $150m by 2025, we can’t ignore it. 2019 sees a ten-fold increase in talks on this topic. Given tech distractions drop your working IQ by 10 points – more than being stoned – perhaps there is an inevitable cross over in Austin.

AI
The 2019 Panelpicker includes 379 proposals that include the term “AI” in the title – an increase of a third. AI remains a key topic as it enables the EQ of algorithms and automation. Given these are the future levers of automation for marketing, I’ll be looking at this closely.

Robots

Austin is all about dat WEIRD, so it would be remiss to ignore the rise of the robot. From science fiction to future science, fascination with our binary butlers is increasing in tandem with AI. 2019 sees a three-fold increase in talks on this topic.

I agree with Mark Ritson’s recent article that we have to move into a post digital perspective to realign on what we really want from the marketing opportunities dangled by algorithms, AI and automation. But to get this right, we need to take a proper look at how art meets science to manage marketing with machines and realign around the promise of a post-digital renaissance, less clouded by distrust.

Stay tuned to follow my findings…

 

 




Please login with linkedin to comment

channelzero Dan Machen SXSW

Latest News

Nine Appoints Jo Barton As Director Of Sales – Sydney
  • Media

Nine Appoints Jo Barton As Director Of Sales – Sydney

Nine has announced that highly regarded sales leader Jo Barton has been appointed director of sales – Sydney, further strengthening the Nine sales team as it focuses on helping partners reach audiences across its Total Television, Total Audio and Total Publishing platforms. Currently group business director with complete responsibility for Nine’s largest agency group, Jo […]

Susie O’Neill Swaps The Pool Deck For DJ Decks For Nova
  • Advertising

Susie O’Neill Swaps The Pool Deck For DJ Decks For Nova

Last night Nova 106.9’s Brisbane Breakfast Announcer and Australian Olympic swimmer Susie O’Neill swapped the pool deck for DJ decks, as her alter ego ‘DJ Lazy Susan’ headlined one of Brisbane’s biggest and hottest shows of 2024: ‘THE BUTTERFLY & BANGERS WORLD TOUR’. The eight-time Olympic medallist took to the decks at Brisbane’s biggest and […]

Vistar Media & ChinaDOOH Bring Programmatic DOOH To Mainland China
  • Advertising

Vistar Media & ChinaDOOH Bring Programmatic DOOH To Mainland China

Vistar Media has announced a strategic partnership with ChinaDOOH to expand Vistar’s programmatic advertising capabilities into Mainland China. Through this expansion effort, Vistar and ChinaDOOH will enable programmatic digital out-of-home (DOOH) advertising for media owners – unlocking new demand from buyers and partners across Vistar’s extensive global marketplace. In 2021, Vistar and ChinaDOOH forged a […]

Australian Agency Signs APAC Deal With Data-Driven Platform To Remove Bias In The Sports & Entertainment Decision-Making Process
  • Marketing

Australian Agency Signs APAC Deal With Data-Driven Platform To Remove Bias In The Sports & Entertainment Decision-Making Process

Super-Sub, an independent Australian sports and culture business has partnered with UK sponsorship insights platform, Luscid to empower brands to make smarter, more impactful partnership decisions, by addressing the lack of data in the Australian sports and entertainment rights market. Australia has one of the most densely populated commercial rights markets per capita globally, with […]

Adland Leaders Launch Pembleton: A Clubhouse For Creative Ideas
  • Advertising

Adland Leaders Launch Pembleton: A Clubhouse For Creative Ideas

Matilda Hobba, Simon Bagnasco, Alex Speakman, and Mac Wright have launched Pembleton, a “clubhouse for creative ideas.” The four partners combine their strategic, creative, and project management experience with leadership roles at independent agencies like Taboo and multinational icons like Saatchi & Saatchi. They have helped create some of the most effective and awarded work […]

Dwyane Wade “Toasts” To The Finals In New 2024 NBA Finals Campaign
  • Campaigns

Dwyane Wade “Toasts” To The Finals In New 2024 NBA Finals Campaign

NBA Legend and three-time NBA Champion Dwyane Wade gathers a cast of former champions and famous NBA fans to celebrate the pinnacle of the NBA season with a toast “to the Finals” in the 2024 NBA Finals campaign “The Toast”. Ray Allen, Mike Breen, Ken Jeong, Magic Johnson, Jimmy Kimmel, Isiah Thomas, Queen Latifah and […]

Year13 Launches Virtual Work Experience Program
  • Marketing

Year13 Launches Virtual Work Experience Program

Thousands of school students have engaged with Youth Engagement Platform Year13’s recently launched Virtual Work Experience during National Careers Week, May 13-19, 2024. Year13’s Virtual Work Experience platform seeks to solve the problem of school students struggling to find placements by moving employer branded Work Experiences online for students to participate in. Year13’s After The […]

Taskmaster’s Tom Cashman Reveals Why He Is More Relaxed This Season
  • TV Ratings

Taskmaster’s Tom Cashman Reveals Why He Is More Relaxed This Season

Network 10’s hit improv comedy show Taskmaster Australia returned last night for a second season. Joining Tom Gleeson and his sidekick Tom Cashman were a slew of new comedic talent including Josh Thomas, Jenny Tian, Lloyd Langford, Anne Edmonds and Wil Anderson. The unscripted comedy show in which comedians are tasked with a random task […]

QMS Put Brands Up In Lights For Vivid Sydney 2024
  • Advertising

QMS Put Brands Up In Lights For Vivid Sydney 2024

As Vivid Sydney 2024 kicks off, QMS is embracing the celebration of creativity, innovation and technology with a powerful collection of advertisers for the annual festival of lights. QMS’ world-leading City of Sydney digital street furniture network will proudly showcase campaigns from brands including Kia Australia, Visit Victoria, Foxtel Hubbl, Kayo, Universal Pictures, Chemist Warehouse, […]

A Current Affair EP Fiona Dear Appointed Nine Director Of News & Current Affairs
  • Media

A Current Affair EP Fiona Dear Appointed Nine Director Of News & Current Affairs

Nine has announced the appointment of Fiona Dear, currently EP of A Current Affair, as the new director of news and current affairs. This appointment comes at a time of rapid change in our news division as Nine continues to rise to the challenges of an ever faster, more dense media environment and an audience […]

Cashrewards: A Decade Strong!
  • Partner Content

Cashrewards: A Decade Strong!

This month, Cashrewards celebrates its 10th birthday. In this op-ed, Anthony Seymour-Walsh, CEO, reflects on the journey of this inspiring Aussie business, which has evolved from humble beginnings to become Australia’s leading cashback ecosystem and a key strategic partner for clients.   Lead image: Anthony Seymour-Walsh – CEO, Cashrewards.   I am excited about the next chapter as […]

Partner Content

by B&T Magazine

B&T Magazine
Gold Artifacts Give Clues To Apple Music’s 100 Best Albums
  • Campaigns

Gold Artifacts Give Clues To Apple Music’s 100 Best Albums

Apple Music has unveiled its complete 100 Best Albums list, celebrating the greatest records ever made. Crafted by Apple Music’s team of experts and artists the lists includes Maren Morris, Pharrell Williams, J Balvin, Charli XCX, Mark Hoppus, and serves as a love letter to the records that have shaped, inspired, and fundamentally changed music. […]

Chook & HOYTS Celebrate Webby Honouree Recognition At The Australian Web Awards
  • Advertising

Chook & HOYTS Celebrate Webby Honouree Recognition At The Australian Web Awards

Chook, a strategy, design and development agency that specialises in bespoke digital experiences, has received international acclaim at the 28th Annual Webby Awards and clinched the Best in Show in the SEO effectiveness category at the Australian Web Awards for the HOYTS’ Australia and New Zealand websites. Lead image: Adam Dipper and James Hartcher, Chook […]

Salesforce’s Bobby Jania: AI Has Flipped Marketing Campaigns On Their Head
  • Technology

Salesforce’s Bobby Jania: AI Has Flipped Marketing Campaigns On Their Head

Bobby Jania, CMO of Salesforce’s Marketing Cloud has said that AI has flipped the traditional marketing campaign on its head, with customers — instead of brands — being in the driving seat. Speaking to a panel of journalists at Salesforce’s Connections event in Chicago, Jania told B&T that the attention economy and AI will force […]

by B&T Magazine

B&T Magazine
Network 10 Axes Gladiators
  • Media

Network 10 Axes Gladiators

the network has dropped its third tentpole show in recent months after cancelling The Bachelor and The Masked Singer. First airing in January this year and hosted by Beau Ryan and Liz Ellis, the reboot features contenders from all walks of life in the ultimate test of speed, strength, stamina, agility and power. It is […]