Back in 2016, I posted something titled “SXSW 2016, in one image” — I can’t believe it was already seven years ago. I used a Ricoh GR for that photo, representing SXSW’s wackiness in one scene. Today’s image reminded me of that photo but updated for 2023.

We are in the Rainey District at a private event for Hubspot. There’s a line like there is for many South By events, a festive balloon sculpture, and a dancing unicorn. In the foreground, six scooters clutter the shot like the rest of downtown Austin.

I was looking through the coverage from that year — a lot has changed. East 6th was still vibrant, and Rainey Street was the up-and-coming neighborhood. Massive free corporate events throughout downtown made it more festive. I even attend the music portion which I no longer do.

Is SXSW in decline or still recovering from the pandemic? Or perhaps I’m just exhausted, with my many visits fusing into one. How do you make corporate promotions memorable and original, especially in the age of declining customers and a slowing economy?

One way that I keep myself interested is to use different cameras. Seven years ago, I used an Olympus OM-D-EM5 Mark II and a Ricoh GR. This year I’m all in with Fujifilm. It might very well be different next year.

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