South by Southwest is not like other music festivals. There are no festival “grounds”—instead, all of downtown Austin’s various establishments and bars open their doors and serve as stages. And, because it’s Texas, the weather doesn’t quite allow for the fringe kimonos and crop tops that you’ve come to expect of festival fashion. Rather, the trending attire of choice was blue and made out of plastic: that would be a free poncho, to protect festival-goers from the torrential downpour.