SXSW 2019 served up three,000 kilos of cheese and now I do not really feel so good

That’s quite a lot of cheese. 


Wisconsin Cheese

As I stroll down the third ground corridor of the JW Marriott in Austin, Texas, the scent of cheese will get stronger.

This second has been a 12 months within the making. I am at SXSW and I am about to make a return go to to Wisconsin Cheese’s Cheeselandia, a veritable cheese-stravaganza that is inevitably the factor I take into consideration whereas I am staring into the center distance at my desk on any given Wednesday.

My goal: eat an unseemly quantity of cheese, as a result of this, if nothing else, is what it means to be a tradition reporter.

Cheeselandia is a two-day follow-up to final 12 months’s providing of a 70-foot cheese board inside a barn constructed by Wisconsin Cheese. It was arguably one of the buzzed-about occasions of SXSW — one which appeared so pleasant and random that the query “why” was irrelevant.


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And that is saying one thing. In 2018, SXSW introduced in about 432,500 individuals for classes, showcases, expos and events masking not simply music, movie and interactive content material, however a variety of matters like training, environmentalism, gaming and advertising and marketing.

At an occasion that has nearly the whole lot, it is a feat standing out.

At Cheeselandia, although, there is a line out the door and down the corridor. Attendees can load up plates with cheese and crackers, attempt fondue and cheese curds, or seize a glass of champagne off a steel holder constructed round a lady’s gown. There are snow cones and a table-top Ferris wheel with award-winning blocks of cheese — all themed as a state honest.

These days, firms deliver interactive experiences, clinically known as “activations,” to huge occasions like SXSW in hopes of not solely producing word-of-mouth chatter, but additionally burning optimistic model emotions into your mind.

Sometimes it really works. I visited the cheese barn final 12 months after the Wisconsin Cheese Twitter account began tweeting at me with a number of the most un-brie-lievable cheese puns I would ever heard.

We’ve spent the previous 12 months cheesing it up on Twitter.

Also, I’ve a longstanding love of cheese. Muenster. Gouda. Colby. My childhood dream concerned getting a block of sharp cheddar all to myself. You do not must twist my arm. Just inform me you have bought three,000 kilos of cheese cordoned off for consumption, and I am there.

After days of little sleep, operating from SXSW occasion to occasion and speaker session to speaker session, typically you simply wish to stand in a mellowly lit room with a pack of strangers and spend just a few fleeting moments of calm whispering candy nothings to a chunk of Dunbarton Blue.

If you take heed to the issues individuals mutter as they file across the desk within the heart, there is a particular glee within the absurd. 

“Oh God, I’m so happy.”

“This is so. Much. Cheese.”

Suzanne Fanning, Wisconsin Cheese’s chief advertising and marketing officer, tells me Cheeselandia is a frame of mind, a mystical place. The line between that and a cheese-induced coma is fairly fantastic, however I am prepared to stroll it within the title of a spicy little quantity referred to as The Rattlesnake.

So, am I saying Wisconsin Cheese is an oasis in the midst of the let’s-throw-everything-at-the-wall insanity of SXSW?

You cheddar imagine it.