Exploring the Virtual Landscape of SXSW 2021: A New Era
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Chapter 1: A Journey Through Virtual Austin
I find myself wandering the deserted streets of Austin, where the familiar transforms into geometric shapes, and the stars shine brighter than ever against the urban backdrop. Peculiar eyes hover from elevated positions, creating a cohesive visual theme in this unique realm. The absence of wildlife such as bats, rats, and raccoons leaves only the hovering drones, awaiting my commands. But who crafted this unusual digital landscape? The narrative begins in March 2020.
On March 6, 2020, the City of Austin canceled South by Southwest (SXSW), just days before the event was set to commence on March 13. This cancellation marked one of the first major events to fall victim to the coronavirus pandemic.
Fast forward to this year, where lingering restrictions hindered a full return to the traditional SXSW experience. Yet, the conference organizers opted for a digital format, leading to the inception of SXSW Online 2021.
SXSW Online 2021 showcases a plethora of virtual meetings, sessions, musical performances, and various efforts to replicate the interactive atmosphere of SXSW. A standout feature is the SXSW Online XR experience—XR encompassing Virtual Reality, Augmented Reality, Mixed Reality, and other immersive media.
Chapter 2: Insights from Blake Kammerdiener
To delve deeper into this innovative project, I engaged in a video discussion with Blake Kammerdiener, the XR and Film Programmer. He shared that conversations about creating a virtual Austin began in October 2020, but substantial work didn’t commence until the period between Christmas and New Year’s. Initially, the concept was more expansive, but the scope gradually narrowed.
Kammerdiener collaborated with Louis Cacciuttolo and his company, VRrOOm, to build this world. Having known Cacciuttolo prior, he was eager to team up. VRrOOm received foundational concepts, blueprints, videos, and reference images. Kammerdiener remarked, "They truly worked wonders to bring it all to life."
Designing an XR World
Art direction was skillfully managed by Vincent Masson, whose aesthetic resonated perfectly with this year’s SXSW. The visual style features simplistic graphics of eyes and geometric shapes, harmonizing with the virtual environment. This thematic element had been established prior, making it fortuitously suitable for VR.
The virtual iteration of Austin exists within VRChat, an online social platform for virtual reality. It kicks off on Congress Avenue and features a portal to Red River Street. Kammerdiener mentioned that they "had to scale it down in some aspects." Notable venues like the Paramount, Empire Control Room, The Mohawk, and Cedar Street Courtyard are accessible within this digital realm, which also includes the Texas State Capitol and the river.
Kammerdiener highlighted a unique feature: the virtual concert available on-demand at the Empire Control Room. Users can summon a tuba player, Theon Cross, whose performance was captured at the iconic Abbey Road Studios in London and integrated into the SXSW Online XR experience. Kammerdiener expressed enthusiasm for this aspect of the virtual environment.
Another exciting activity is attending virtual gatherings and parties at specific times in the virtual venues. These events allow avatars to interact directly with each other. Activities range from XR developer meetups to a DJ set at the Paramount and even a costume contest for avatars. According to Kammerdiener, these events foster a sense of connection, replicating the real-life feelings associated with attending SXSW.
Kammerdiener emphasized that these meetups were crucial in filling the gaps of the virtual SXSW experience, noting that "one of the most significant aspects everyone agreed upon" was the need for networking opportunities. Such experiences are "the lifeblood of SXSW," bringing together creatives from diverse fields, including entertainment and technology.
Chapter 3: Exploring the Virtual World
After my conversation with Kammerdiener, I embarked on my own exploration of virtual Austin. The worlds are accessible only to PCVR, Oculus Quest, and Windows PC users. I utilized a PC without a VR headset, limiting my experience of the full 3D imagery and mobility for my avatar. Nevertheless, I navigated the map using the mouse and keyboard controls.
The journey commences on Congress Avenue. From there, I can either walk or hitch a ride on a drone, which flies me high above the terrain for quicker navigation. Although lacking a VR headset diminishes my control, I manage to traverse the space.
The virtual Congress Avenue resembles a simplified, cartoon-like 3D rendition of Austin, characterized by a geometric aesthetic. Gentle, soothing music fills the air, while simple eye shapes float at various locations, rotating slowly. At night, the stars in the digital sky shine brilliantly. I make my way to the Texas State Capitol, spotting the famous moontower nearby.
The SXSW Closing Party is taking place at The Empire Control Room, so I decide to head there. To travel between worlds, I must locate a portal—large circles marked with their destinations. I stroll down the deserted street towards the Texas State Capitol and find a portal leading to “Red River Street.”
On Red River Street, I discover more buildings, along with carts for faster transport. The Empire Control Room is marked, and I step through the portal to enter this virtual venue. The setting is a fairly accurate representation of the Empire Control Room, complete with a stage, gig posters, and a food truck parked outside.
The venue buzzes with eccentric avatars, many opting to appear as cats, alongside robots, aliens, and even jalapeño peppers. As I wander, snippets of conversations drift through the air, facilitated by the spatial audio that accurately conveys the locations of chatting avatars.
Some attendees animate their avatars with dance moves or gestures, while discussions cover a range of topics, particularly reflections on the virtual social experience. Participants exchange contact information, fostering social interactions.
In the venue's courtyard, replicated with some detail, I find benches and decorative lighting. I locate the pedestal hosting Theon Cross and summon him at the press of a button. A radiant figure rises, performing a captivating jazz piece as colorful animations swirl around him.
As the night unfolds, avatars gradually leave, leaving behind the most enthusiastic participants and those involved in the event. It’s a peculiar yet fascinating experience, and I depart with a lingering sense of having truly been somewhere. SXSW Online XR delivers a delightful experience that enhances immersion and interactivity during this year’s online conference.
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Laura Kobylecky is a contributing writer for Tech Trends, with a keen interest in emerging technologies and culture. Connect with her on LinkedIn.