SXSW 2017

I can’t believe this is my 8th SXSW! It’s hard to pick a favorite year. That would be like picking a favorite child. Or rugelach filling. Nutella. But SXSW 2017 was magical!

Have you been to SXSW before? If you aren’t familiar, it’s a 10 day music, film and interactive festival/conference/craziness that takes over Austin every year. You either accept it and dive head first, or GTFO as fast as you can. Me? I’m always game for the adventure. You can read about my shenanigans at SXSW 2013, SXSW 2014, SXSW 2015 and SXSW 2016 too! Do it, I’ll wait. This year started with my friends at the Infatuation and my other friends at Don Julio. Yes, those are champagne glasses filled with tequila! Oy.

Plus cocktails. On a school night! Don’t worry, we had bites from Olamaie to balance things out. As I get old(er), I usually opt to stay in and watch Bravo instead of rage on 6th Street, yet somehow SXSW brings out the FOMO in me and I’ll gladly go out from breakfast taco to night cap for 10 days in a row. No problem at all.

Some pro shots by J.N. Silva with my girl and fellow MOT Juliet. 

Paparazzi life is tough. After dinner we teleported to the NYT Mag party and ran into all my favorite ladies!

Rachel, Tania, Karen, Jill and Shannon! By ran into I mean we planned to meet there.

And then went to see Ja Rule. He played all my favorite songs. Where would I be without my babyyyyy. Typical SXSW day.

The next day we needed bloody Mary’s stat and headed to Spredfast lounge for some nourishment and a quick stop to make it rain with Nicole.

Making it rain with @austintourco since ’06 ☔️☔️☔️

A post shared by Amy Kritzer (@amy_kritzer) on Mar 11, 2017 at 12:58pm PST

Peached Tortilla was there making these epic Instagram-worthy milkshakes!!

Omgomgomgomg.

It’s hard to describe SXSW if you haven’t experienced it first-hand. Every bar, restaurant and street corner is transformed into a branded experience of some sort. 

It takes over the city. Next up we headed to a fashion show for Neiman Marcus. Fasssshion.

Followed by an epic concert with bands like Midland (rour), Band of Heathens and Heartless Bastards! So good!

Since SXSW is the perfect blend of education and hedonism, it only makes sense that this year party Jewish holiday Purim fell in the middle of it!

Yassssss queen. ?????

A post shared by Amy Kritzer ?Jewish Food (@whatjewwannaeat) on Mar 12, 2017 at 7:45pm PDT

A post shared by Amy Kritzer ?Jewish Food (@whatjewwannaeat) on Mar 16, 2017 at 2:14pm PDT

South by South Esther! When #SXSW coincides with Purim and you’ve been drunk all weekend anyway. #goodtiming #yasssqueen???

A post shared by Amy Kritzer ?Jewish Food (@whatjewwannaeat) on Mar 12, 2017 at 4:00pm PDT

Yassss queen!
Sorry, one more photo of my epic Jewnicorn face paint! I never wanted to wash my face again. Purim party was followed by the feedfeed party with Rayna and Michelle! P.S. I’m the new Jewish food editor over on the feedfeed!

Brunch the next day at La Condesa with Betches put on by Austin Food Magazine! (Pic below by Hayden Walker.)

Spoiler alert: They weren’t betchy at all!

Nothing to see in this parking lot. Or here. 

Jane had a little too much fun spraying me with liquid nitrogen!

Mondays. ? @vix_social #vixsxsw17 #sxsw

A post shared by Amy Kritzer (@amy_kritzer) on Mar 13, 2017 at 1:49pm PDT

And then, a panel! Padma was there and she was glorious. 

And Tom came to support!! The panel was all about how technology can help make meals more communal. Right up my alley! Cooking is more than just eating, because you can just go buy food, right? It’s an experience, a release, a connection. Padma spoke about the importance of passing down recipes and techniques in families and it spoke to me!!

I had one more day of SXSW in me (and one day before I left for Europe!!) So I couldn’t miss Schlotzsky’s brisket launch! Meatttyyyy. Photo below by Jane.

“Meat” me at @schlotzskys for their new Hickory-Smoked Brisket Sandwich!!! ???? Stop by @trinityhallatx to try one for FREE today until 10pm and hear comedian @HannibalBuress too!! #SXSchlotzskys #ad

A post shared by Amy Kritzer ?Jewish Food (@whatjewwannaeat) on Mar 16, 2017 at 2:14pm PDT

And I stopped my Rachael Ray’s Feedback House- her 10th year and my 8th! Even though I would miss her legendary party at Stubb’s, I couldn’t let a SXSW pass without a little RaeRay!

You read the whole thing! I attended SXSW with a media badge but all opinions are mine!