• It's been called the biggest industry party in the world — nearly 150,000 attendees, 80-plus venues, and more than 1,800 acts, including Ben Harper this year. But SXSW veterans know the annual music-and-more festival's most talked-about events often belong to no industry at all. Unofficial film screenings and seat-of-the-pants jam sessions draw clusters of festivalgoers to clothing stores and parking lots across the city.

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