Austin-based ad agency GSD&M has hosted a party during SXSW for over a decade, turning it from backyard concerts into a mini-festival that attracts thousands. CEO Duff Stewart emphasizes the importance of their hometown and the festival. The event started in 2009 but gained traction in 2012 with a larger format, incorporating food trucks and a bigger stage. The annual gathering has featured renowned acts, and the agency continues to innovate and grow the event, facing challenges like the pandemic while celebrating its connection to the community and the festival.
"We used to throw smaller concerts every year during SXSW in our courtyard but it wasn't until 2012 that we closed down our parking lots, put a stage in our parking lot and actually made a big splash at our first event."
"After the first year, we realized we had a big hit on our hands. We also did it on a Monday. So we took advantage of the crowds that were still here for Interactive but before the Music portion of SXSW started."
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