SXSW was canceled but unofficial events still happened - Business Insider

Unbarlievable didn't have any official events scheduled for the festival, the bartender told me; they relied on overflow traffic from the hundreds of other shows, events, and seminars that normally would have been taking place in the area, capitalizing on their location at Ground Zero of the festival that's been a staple of Austin, Texas life for the past 25 years.

Instead of music, parties, food and fun, I was headed straight into what the mayor had declared a "city-wide disaster." Was there any point in coming?"Of course," said Hugo, a longtime Austinite. Long before the huge, corporate-sponsored events from the likes of Twitter, Facebook and TikTok, he points out, SXSW was known for its "unofficial" shows, where hundreds of musicians descended for their best shot at exposure all year.

Jordan Lecroy, executive director of MSB Ventures, the company behind the event, said she'd been closely monitoring the situation and had been in touch with city leadership, but decided to go on. "We know there's a lot of uncertainty out there right now, but we knew people were going to go out anyway," she explains. "We wanted them to come here.""We're re-evaluating, taking it day by day," she said.

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