Two critical paths have emerged to reach a large-scale audience: pop culture superstars and giant brands, fueled by mass marketing OR an equally (if not more) powerful audience built without the trappings of fame, traditional "talent," marketing–muscle, and traditional media. While there is still a place for the classic broadcast, celebrity–driven approach, the mobile, social web has become the place where the ordinary becomes the extraordinary, the experiment becomes the standard, and the outliers become the agenda-setting influencers. While technology has created the potential for this shift, the primary driver of building this type of audience in today’s environment is human connection – simple connections between fans, friends and cultural groups. Subscribe: www.youtube.com/user/sxsw?sub_confirmation=1 About SXSW: Started in 1987, South by Southwest (SXSW) is a set of film, interactive, and music festivals and conferences that take place early each year in mid-March in Austin, Texas. SXSW’s original goal was to create an event that would act as a tool for creative people and the companies they work with to develop their careers, to bring together people from a wide area to meet and share ideas. That continues to be the goal today whether it is music, film or interactive technologies. Connect with SXSW Online: Visit the SXSW WEBSITE: www.sxsw.com Like SXSW on FACEBOOK: www.facebook.com/SXSWFestival Follow SXSW on TWITTER: www.twitter.com/SXSW www.youtube.com/user/SXSW

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