SXSW wraps up this weekend, and it seems that 2011 will stand as the year that Interactive finally superseded Music. The conference felt bigger than ever, with major brands within view at every angle. PepsiCo filled a corner block with games, and CNN turned local restaurant Max’s Wine Dive into the CNN Grill. Pop-up food bars were placed throughout the convention center, making it the first year attendees could get real food inside the building as they ran between sessions, instead of living on Starbucks and Zone Bars alone (Zone Bars noticeably missing this year).
Several themes emerged from this year, marking a few turning points. Speakers mentioned both “evolution” and “revolution” and indeed, both apply when you ask “what’s next?”