Every March for the past ten years, I’ve spent a week in Austin, Texas. It’s not for the BBQ, or the beer, or even the music … though I’m not going to lie, the sounds and tastes of Austin are pretty alluring. Each year I go to South By Southwest, the big, noisy, cacophonous collection of film, music and interactive experiences that annually move this weird little Texas town into the center of the global conversation. I go to see what’s new, what’s trending and what’s over. What follows are five key observations I made at SXSW 2018.