I remember one of the most exciting moments from last year's SXSW. I was walking out of my hotel and I heard the familiar strains of an iconic bassline rumbling across the avenue toward me like the vapor trail of a picnic beckoning to a cartoon wolf. "Wait, is that... Snoop Dogg?" I thought. Bad ass! I walked over to the edge of the outdoor venue, the Cheeze Crisp Boner Water Experience Tent Hut, stood outside the fence, and bobbed my head in time. "Maybe I should try to get in?" I thought. " Who do I know in marketing at Boner Water?"