The main story of this year’s SXSW was the changing dynamic of power and cultural relevancy. It used to be that big companies or record labels were revered, but this year all bowed down to the online pundits. Niche bloggers, such as Perez Hilton, Scoble, Stereogum, and the like, whom appeal to a fragmented section of society now determine the fate of what’s next and have taken control of SXSW.

While these bloggers are relevant in their perceived world, even LA mega blogger Perez Hilton was not even known by the locals of Austin coordinating his very own party.

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