SXSWi 2013: A Great Show About Nothing

Jerry Seinfeld would have loved SXSWi 2013: It’s a show about nothing. This is not to say it’s without substance. Like Seinfeld’s classic show, which wove together three or more threads that usually intersected in hilarious ways, SXSWi weaves together thousands of threads that are all interesting, but not necessarily thematically cohesive.

While most regard SXSWi as the coolest of all trade shows, it’s not as different as people think. I noticed, for instance, that there was a distinct lack of buzz about any one specific thing. There were a handful of products and companies people were talking about, but I could not readily identify this year’s Highlight or a trend like “near me” apps.