“The early adopters are likely to notice among you …”, SXSW writes in a blog post dissecting their new iPhone app. Yes, early adopters are taking notice and descend on the Mecca Indie Creative Geek festivals, SXSW. The portion Conference Part festival, which starts in Austin, TX today collects underground artists and entrepreneurs to explore new sounds, roles and business ideas from around the world. By assembling the most advanced artists and entrepreneurs, SXSW has become a destination and a real-life community for emerging artists with a passion. Discovery
SXSW is a best-in-class example of community immersion: 1) users to understand passion, and 2) to inspire through communication and experience. The thread that SXSW music, film, gaming and entrepreneurship ties festival’s undiscovered gems. Although more than 2,000 artists in more than 80 locations in Austin, would make it difficult for your typical music, movie or tech Joe Schmoe from even a handful of artists or companies they recognize.
Like SXSW, Gawker has gained by connecting a loyal following with a user mentality. Gawker, the most valuable blog network (valued at $ 300 million), focuses on specific psychographics. In particular, Gawker appeal to the Beta of people who thrive on the latest trends from technology to fashion to pop culture. This tech and fashion aficionados live for the latest Alexander McQueen or Gucci fashion, and were the first to get Droid. The blog network uses its distinct, edgy editorial voice to this audience mindset to speak through multiple channels -. Of celebrity gossip in a sarcastic look at sport
Understanding the passion of your users is the easy part. Activating that passion with unique experiences and inspired communication is the way to really stand out. In the case of South by Southwest, they are attractive for urban artists who embrace and express the diversity of life in a creative way. The SXSW iPhone app runs parallel to the Creative Geek the right brain personality; it is clean, Indie design …
To learn more about SXSW 2010, go to Sparxoo, a digital marketing, branding and business development blog.