Austin in the 80's had one of the cheapest costs of living of any city in the US and one of the most vibrant music scenes. Four guys living on next to nothing created a music event in the hopes of giving outsiders a way to connect with music industry insiders. Their creation grew to be the biggest music industry event in the world. Along the way the conference and its founders have faced criticism, backlash, and even arson! In the constantly changing landscape of the music industry, SXSW has become what many consider to be the benchmark of alternative culture.