BECAUSE WHEN YOU'RE IN THE BIG 12, YOU DO WHAT AUSTIN DOES
[SCENE: outside a warehouse in a quiet industrial area on the outskirts of Austin, TX]
TECH REPORTER: This doesn't look right. Are you sure this is the place?
LIFESTYLE REPORTER: The shuttle driver said this is where he was paid to take us. Did something seem a little - off? - about him? Like he wasn't telling us the whole story?
MUSIC REVIEWER: I've got a bad feeling about this, I'm gonna request an Uber and get us out of h-
[roll gate flies up]
DANA HOLGORSEN, vibrating visibly: HEY ALRIGHT GREAT THE CALVARY'S HERE, COME ON IN YOU GUYS, WELCOME TO SOUTH BY SOUTHWEST, THE NATION'S PREMIER FESTIVAL OF COMPUTERS AND FOOD TRUCKS OR SOME SHIT
LIFESTYLE REPORTER: Um.