￼One thing about Interactive and I guess, SXSW in general, is that it’s difficult to take reality completely tiled in brand. It’s so omnipresent that companies strap fur to cars to try and catch your numbed out attention. It was a hairy van, so I’m guessing it’s a company that makes an Instagram filter which turns everything into a ‘70s porn. It’s an extra layer of creepy at Interactive because people use branding language about their lives and then try to sell that back to you. It’s also fucking ugly. There’s the incessant crunch of plastic as you’re handed things to throw away. It’s probably the Midwesterner in me that finds handing me garbage an impolite introduction. At some point during the day, I decided that the best use of my energy would be spent figuring out the lyrics to the R&B track I want to write called “Trapped in a Pitch”. I want Miguel to sing it and Pierre Hardy to sponsor it. Oh, and there is lots of Utopianism and free things that feel like they still owe you.