3Novices : Buzz Aldrin in hologram form, a zero-gravity VR chair, and other SXSW 2017 moments you may have missed

Every March, downtown Austin transforms into a bustling hub filled with the latest, art, tech, music, and film, taking on an almost “Spring Break” like vibe as out-of-towners flock to the Texas capital to take it all in. South by Southwest is a conference unlike any other—it’s less of a launchpad for new products, and more of an “ideas” show that brings people from various fields together to talk about what comes next.

One question we get all the time is, “What is SXSW even about?” What isn’t it about, really? By day, representatives from some of the biggest companies in the world (like Google, Apple, and Sony) come to speak and show off their most bonkers prototypes, just for fun. By night, they hire bands to come play at their pop-up space and host events. Startups arrange demos, enter contests, and give out business cards and free app downloads in hopes of becoming the next Twitter. Tech-centric art installations pop up all over town, showing how the varying SXSW tracks seamlessly converge.

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