Cannabis everywhere at South By Southwest

The massive South By Southwest (SXSW) conference is held every year in Austin, Texas. Over the course of 10 days, exhibitors take turns hosting talks on specific topics. As in previous years, the conference program features music, concerts, media innovation, sports, film, video games, marketing, business, investment, and innovation. In short, it’s a trade show similar to those we’re familiar with in France, but spanning 10 days and covering all the latest topics in the entrepreneurial world.

Except that this year, the growing acceptance of cannabis is also leading to the emergence of conferences dedicated to the topic. Thirty-five speakers will discuss their experiences in the cannabis industry. Among the cream of the crop of the American cannabis scene: Eugene Monroe, Ricardo Bacca, Jim McAlpine, Steve d'Angelo. And even a concert by Willie Nelson.

Here's what's on the agenda for tourists visiting Texas:

• The Surprising Effects of Cannabis on Sexuality
• The Use of Medical Cannabis in Professional Sports
• Cannabis Startups: Silicon Valley 2.0
• The women in the cannabis industry
• Recipes for a Successful Smoker Event
• Introduction to the 420 Series

Market participants before policymakers

There’s a sort of wave of cannabis normalization sweeping through Austin; industry players seem to be talking about it as if it were no longer illegal—all in a conservative state and at one of the most «mainstream» trade shows in the United States. All eyes are on the future and the billions that federal cannabis legalization would generate.

On the other hand, for Austin’s shop owners and restaurant owners, South By Southwest and its tens of thousands of visitors make up the bulk of their season. It doesn’t matter what they say as long as they’re hungry and spending money. In fact, the festival organizers are proud to contribute to the local economy—so much so that they even mention it in their press releases. However, no vape lounges or dispensaries allowed!