Sponsorship Monday: Brands Make the SXSW Experience

Having just returned from SXSWi, I am unpacking my thoughts on the branding platform that the festivals offer and how corporate sponsors make the SXSW Festivals happen. First, you need to know that sponsorship is a critical component of all three festivals, Interactive, Film and Music alike. They do more than just put their logos on banners, hand out samples and collect e-mail addresses. They co-finance it. The economy has forced many companies to trim their budgets, still sponsorship and advertising were ubiquitous in downtown Austin. Giant balloons shaped like energy-drink cans bobbed in the wind on East Sixth Street, and non-music companies like PepsiCo, BlackBerry and National Public Radio have established a greater presence, as music magazines and record labels have scaled back.” More coverage on SXSW festival sponsorship here…