2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Entertainment and the Edge: Post-Millennial Culture

Tuesday, March 17
3:30PM - 4:30PM

Hyatt Regency Austin
Zilker Ballroom 3
208 Barton Springs Rd

Contemporary culture, entertainment and marketing in the developed world is dominated by Millennials: an optimistic, youthful generation born between 1980-1994, who grew up knowing nothing but progress and prosperity. They’ve been the darlings of the marketing industry ever since. But things are changing...

The macro-conditions which shaped Millennials’ attitudes and values no longer exist. What will happen when the next generation – Generation Edge – inherit the Earth, bringing to bear values learned from a period of unprecedented political, environmental and economic instability, a world where 'always on' is the norm? In this discussion, brand and music partnership experts FRUKT, research and branding consultancy The Sound and a member of Gen Edge will look at how post-Millennials are reframing culture, entertainment and the implications for brand marketing. Unlike traditional panels, the audience answer questions posed by Gen Edge – so prepare to be surprised and challenged!


#sxsw #GenEdge


Ian Pierpoint

Founder & Chief Ideas Officer

The Sound

Ian Pierpoint is the founder and Chief Ideas Officer of The Sound. He is an award winning researcher, strategist and documentary maker known for identifying and bringing to life global cultural tre...

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Jack Horner

Creative Dir



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