The backstage pass to innovation: Kris Krug at SXSW on creativity, innovation, and unforgettable encounters

Attending South By Southwest is like stepping into a kaleidoscope of the future full of creativity, innovation, and raw human connection. As I roll around the bustling streets of Austin, Texas, I find myself at the epiccenter of a cultural and technological renaissance.

From the electrifying launch at Canada House to the thought-provoking panels and immersive XR showcases, each moment was a thread in the vibrant tapestry that is SXSW. As the CEO of Future Proof Creatives, I champion the intersection of art and technology, and this festival was a living, breathing manifestation of that ethos.

Join me as I recount the stories, encounters, and revelations that made SXSW 2024 a ride through the heart and soul of innovation.

Canada House Launch Party

The Canada House Launch Party kicked off SXSW 2024 with a bang, showcasing some of the country's hottest musical talents. Among the standout performances were Next of Kin, an indie rock band that captivated audiences with their energetic set. Ila Barker left an unforgettable impression, her powerful message reverberating through the venue.

While the musicians set the stage ablaze, the real stars of the night were the staff at Barberella's, the launch party's hosting venue. You didn't want to mess with them – their quick comebacks and biting sarcasm could cut through even the thickest of egos.

Amidst this celebration of culture and creativity, the Heinz Ketchup bottle Generative AI vending machine was quite the albatross, leaving many attendees perplexed. Its presence felt discordant, a corporate marketing gimmick that seemed to contradict the overarching narrative of authentic engagement and innovation being celebrated elsewhere.

African American Policy Forum's "Truth Be Told" Campaign

In a powerful convergence of literature, activism, and the digital age, the African American Policy Forum's "Truth Be Told" campaign was sharing ‘Banned Books’ from their popup Free Bookstore. Their vital initiative against misinformation surrounding critical theories struck a chord, reminding us of the enduring relevance of stories in shaping a just society.

I had the privilege of sitting down with Shermena Nelson, the chief of staff at the African American Policy Forum. Her insights shed light on the urgency of their work, as she shared a "banned" copy of Margaret Atwood's seminal novel, "The Handmaid's Tale." This dystopian classic, challenged for its bold themes on reproductive and women's rights, mirrors the battles we continue to fight today.

Equitech Texas Welcome Breakfast

SXSW's commitment to fostering an inclusive and diverse community was on full display at the Equitech Sponsor Dinner and Texas Welcome Breakfast. Equitech, a leading technology solutions provider, has been a driving force behind many diversity and inclusion initiatives in the tech industry.

One of the highlights was meeting Vondell Burns, a Tulsa-based entrepreneur, speaker, and diversity advocate. Her powerful message of empowerment and self-love resonated deeply, reminding attendees of the beauty that lies in our differences.

In a nod to Michael Franti's anthem "Stay Human", I passed out Future Proof Creatives stickers that read, "All the freaky people make the beauty of the world." Colorful and cute, they carry a subtle profound message that true beauty lies in embracing our quirks, our uniqueness, and our shared humanity. Equitech's unwavering dedication to diversity has made them industry leaders. From implementing bias training to actively recruiting from underrepresented communities, they walk the talk.

These connections and conversations prompted me to reflect further on the importance of names and narratives in shaping our interactions and understandings within such dynamic spaces. For a deeper dive into my thoughts following this event, visit Navigating Names and Narratives: My Reflections on Frontier.

Female Quotient Equality House

Alongside my lawyer and Future Proof Creatives board member, Lindsay Bailey, I had the privilege of attending the Female Quotient Equality House, a sanctuary dedicated to advancing equality and inclusivity.

At the top of my must-meet list was Dr. Joy Buolamwini, the renowned founder of the Algorithmic Justice League (AJL). Her groundbreaking work in uncovering bias in artificial intelligence has sparked a global movement.

I was thrilled to not only meet her but also discuss her newly launched book and an exciting AI project for creative professionals that she's spearheading. We even snapped some selfies together, and she graciously provided her email, inviting me to participate in her visionary initiative.

The event also afforded me the opportunity to reconnect with Larry Chiang and Tom Brady, a captivating performance artist and self-described "merry trickster." Chiang's thought-provoking work challenges societal norms and sparks conversations about identity, belonging, and the human experience.

SXSW XR Showcase 'Press Preview' with Mirjana Prpa

Guided by professor and researcher Mirjana Prpa, whose work explores the intersection of technology and human experiences, I had the opportunity to attend the SXSW XR Showcase 'Press Preview.' This curated exhibition showcased groundbreaking projects that pushed the boundaries of extended reality.

One standout experience was the "Imaginary Friend" exhibition, an immersive narrative that blurred the lines between reality and imagination. Developed by a team of visionary artists and technologists, this installation invited participants into a whimsical world where their inner child could roam free, reminding us of the power of play and creativity.

Global Indigenous Technology House at Canada House

SXSW 2024 marked a milestone with the launch of the Global Indigenous Technology House at Canada House. This groundbreaking initiative celebrated the convergence of indigenous knowledge systems and cutting-edge technology.

Spearheaded by Carol Anne Hilton, a trailblazing entrepreneur, author, and CEO of the Indiginomics Institute, the Global Indigenous Technology House promises to be a hub for innovation, collaboration, and cultural exchange. Hilton, who advocates for indigenizing business and economic development, is the visionary force behind this landmark space supported by business partner, Pravin Pillay.

One of the highlights was meeting some of the cast and crew of the critically acclaimed TV series "Reservation Dogs," including Sterlin Harjo, the show's co-creator. Their presence underscored the importance of authentic storytelling and representation in amplifying indigenous voices.

I also had the privilege of connecting with Jason Edward Lewis, a visionary at Concordia University. Our discussion about his "Abundant Intelligences" project resonated deeply with my own research on "Dreamlines" – an AI initiative developed in collaboration with the Squamish Nation artists and elders. Lewis' work challenges narrow conceptions of intelligence, fostering a more inclusive and holistic understanding of human potential.

Artistic Encounters

Amidst the hustle and bustle of SXSW, I had the pleasure of crossing paths with some truly unique artistic voices and reconnecting with cherished friends.

I was so stoked to ruin into Lena and Bobby out postering on the streets of Austin. These two are the creative minds behind the Poopie & Pooper Lifestyle Brand Fashion campaign. In the spirit of Adbusters, their provocative work challenges societal norms and consumerism through a cheeky yet thought-provoking lens. Their unapologetic artistic expression was a breath of fresh air.

SXSW also provided the perfect opportunity to reconnect with long-time friends and kindred spirits. I had the joy of catching up with Chris Noble, Mike Prasad, Jerri Kemble, and the Salt Spring Island crew from the Cyber Love Garden Camp at Otherworld.

These reunions reminded me of the unbreakable bonds forged within the creative community. Connections that transcend time and distance, fueled by a shared passion for art, innovation, and pushing boundaries.

Amid the glitz and glamour, the true essence of SXSW lies in the raw, authentic experiences that leave an indelible mark on our souls.

Wrapping it up

From Austin's heart, with love and a dash of Texas flair, this is Kris Krüg signing off.

P.S. A huge shoutout to CreativeBC and the Province of BC for their support, enabling me to access $1500 in travel subsidy through the Passports to Markets program. Immense gratitude for your backing! Also big ups to InnovateBC for supporting the Vancouver delegation.