SXSW in Austin is one of the biggest conferences of the year for techies, filmmakers and musicians. Even the part of the conference known as SXSW Interactive -- previously geared at tech geeks and internet junkies -- is now a major mainstream production, with sponsors such as Miller Lite, Chevrolet and PepsiCo. But the dirty little secret of SXSW is that a lot of the buzz that has turned it into the monster conference it is today has been paid for and delivered by the sponsors that glommed on to the event once it became a Texas-sized media behemoth.
Attending SXSW is expensive. And this is where the brands come in -- they have the cash and want coverage of whatever it is they're doing. After all, if it isn't blogged, Facebooked or tweeted, then it didn't happen.
Ethical, professional and legal considerations come into play when there is an exchange of buzz for money, and could even hurt the credibility of some bloggers who want to be taken seriously. And then there is the matter of disclosure.
Shira LazarThis year, Chevrolet is sending online video reporter Shira Lazar to be the official host for all Chevrolet SXSW content during 10 days of the event. That's airfare and hotel accommodations -- and some of the rooms can run as high as $500 a night. Also on Chevy's payroll: Veronica Belmont, co-host of Revision 3's "Tekzilla" and part of the automaker's "Cruze-arati" roster of blogger-endorsers. She'll be blogging, tweeting her 1.5 million followers and uploading video of her experiences at the festival as well as "chatting it up with other attendees and possibly even hosting webchats in the Volt Lounge," Chevrolet said.
Chevrolet spokesman Matt Dickman said content creators are asked to "capture the spirit of the event." Are they required to talk about Chevy cars such as the Cruze? "We don't ask them to talk about Chevy unless it makes sense with what they're doing -- like interviewing a celebrity while they are driven to an event in a Chevy Cruze -- and even then, the brand is in the background, but enabling that experience," Mr. Dickman said. "Last year, for example, we covered the best tattoos, coolest dogs and the best shoes for SXSW as well as celebrity access and entertainment." In addition to Ms. Lazar and Ms. Belmont, Steven Smith and Micah Jesse are sponsored by Chevrolet to cover music and film.
PespiCo has sent emails to journalists, offering to "cover the cost of your travel and accommodations while in Austin (pursuant with any guidelines your outlet may follow) to help give you and your readers access to the digital insiders event." The invitation also stated that the company offers a "behind-the-scenes look at the digital trend-setting event and a front-row seat for PepsiCo's and its brands' activations and announcements."
