You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Your Guide to SXSW From Sched Founder Taylor McKnight, Who Actually Lives in Austin How to Get the Most Out of the Festival And the Town It's Taking Over By Simon Dumenco, Published on March 09, 2012 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.