The annual South By Southwest festival is in the thick of things right now with the music stretch of the two week ordeal. It is a meeting place for burgeoning film, music, and technology industry participants, and many deals (or just handshake deals) are struck here. Films are screened, over 1,800 bands are showcased, and hundreds of new technologies are put on display for consumers and media cameras to swallow. Importantly, panels discuss industry norms, updates, and policy changes, which lead to a further knowledge of how intellectual property and technology shape the entertainment industry. Tony Hsieh, the fearless leader of Zappos.com, gave some great opening remarks about extending your brand but staying within yourself. Check out the podcast.