Too bad there wasn't a competing Chuck Norris billboard.

Riding the mechanical bull---standing up.

Testing before riding Mario Karts.

Even the sacred had marketing potential.

Mario Karts in real life.

Crowds pick up at the Austin Convention Center.

I helped to emcee with Mohanjit Jolly at DFJ (right.) Joining us in the picture is Sharat Chander of Oracle.

Recounting SXSW Interactive's History

From midnight to 5 a.m., playing "Werewolf."

Michael Dell attends his first SXSW since founding his company 30 years ago.

IBM uses its Watson computer to create new recipes.

Austin's Sixth Street remains a destination for party-goers.

IBM Watson gets cooking at SXSW.

Pedicabs were the most efficient way to get around downtown.

An artist captures, in pictures, a panel discussion on entrepreneurship.