A sleepy Austin, Texas, eased it's way into Sunday. At 2am the clocks switched to Day Light Savings time, cruelly robbing the South by South West attendees of a much needed hour's sleep. I say 'much needed', but there were people crowds up and working their way between the parties and meet ups into the early hours of the morning.
It's a big part of what South By is about: Finding people, meeting people, connecting with people. In the evenings, as well as the day, deals are planned, meetings arranged and contacts made. That's how it works here.