Asian in Austin

Sandra Pham: Hey y'all, I'm Sandra Pham.

Minh Vu: And I'm Minh Vu.

And you're listening to Asian in Austin.

So we've got a special
episode for everyone.

Sandra Pham: Yeah, I think we just
thought it would be interesting to

cite our official involvement in SXSW.

And so thrilled to kind of recap that
with y'all and chat with Minh as always.

Minh Vu: We were able to host an
official AAPI meetup at SX and a

shout out to Audrey and the entire
SX team for helping make that

happen and all of the volunteers.

It was a, a really good opportunity
to be able to create community

or hold space for community.

So I'm really excited that we were able
to do that in such an official capacity

where people who were attending the fest
and either identified in the community

or were supportive or interested in
the community all came together in this

hotel conference room and connected.

And it was really, really beautiful.

And I think we just want to take
this episode to talk about the

behemoth that is SX our experiences
with it and how creating community

continues to be so important.

Sandra, what's your, well first,
what's your experience been with

SX in general over the years?

I know we have memories from
college going to SX, but I'm

curious just from your perspective.

Yeah.

Like how have you experienced
the festival in the past?

Sandra Pham: Yeah, it feels like this
year, I think, was a big milestone

for us and obviously super grateful
that we were able to attend SXSW in a

different way that we had previously,
obviously having gone to school here

and having experienced SXSW and seeing
the changes over the various years

from going You know, experiencing as
a college student, obviously, is very

different than in a professional setting.

And then also this year, getting the
opportunity to actually be part of

the official programming, hosting and
holding space was, you know, really,

really special for, for me this year.

But.

Yeah, fond memories back in the day,
you and I, during spring break, because

it would always happen during spring
break, going to concerts, trying

to find the cool different events.

I remember seeing Ed Sheeran before he
was Ed Sheeran in the, you know, the, the

2000s and and then fast forward to today.

It's so different.

Minh Vu: Yeah I think I feel like I
remember us going to like a Red Bull

sponsored event or concert and I feel like
it was just in a parking lot somewhere.

Which they still do.

I will say this year, we also were able
to see a Vietnamese Hungarian singer.

Who fused Cải lương and electronic
music, which my mind was like,

completely blown by that.

For those who don't know, cải lương is
like, a specific Vietnamese traditional

music genre, kind of like theater,
musical theater, really specific.

Yeah, shout out to

Sandra Pham: Hien.

Yeah.

She was so good.

Yeah.

Trilingual, which is incredible.

Oh my gosh.

Minh Vu: Yeah, she sang in Vietnamese,
then Hungarian, then in English as well.

It was really cool.

I think, for me this year, that's
what stands out to me, is like the

global aspect of, like, the experience
that I was able to have seeing

singers from all across the world.

In one day, I like, I was at the
Canada house and there was a singer

who like their genre was like Afro pop.

And then even also at Canada house,
one of our previous guests, Aisha,

Dreamchild, she was DJing there.

Just really cool.

moments I think for me this year.

Sandra Pham: Yeah, I think as SX continues
to grow and has become this, I think you

said behemoth, like at the top of the the
episode here, it's it just continues to

grow and I do find myself kind of feeling
lost a little bit every year, right?

I think every year my
experience is different.

I seek different things.

Some years, it's really
heavily leaned into music.

Other years, it's really into
the panel and the content.

Being a marketer myself and trying to gain
some knowledge there this year, because

we had a place that we specifically
were able to host that AAPI meetup.

I find myself really being intentional
about finding community and a

lot of the activities that we do.

I saw to be involved in this year.

Also got the amazing opportunity
to host some unofficial SX things,

but around SX, so, moderating that
panel with ambassador Catherine

Thai, which was a really big deal.

As well as the amazing other women
who were on the panel, who are

local Austinites or the majority
were yeah, this year, I think, For

me personally, I wanted to find
representation and community, right?

Finding specific panels, events that were
centered around the AAPI community itself.

Having, feeling like really motivated
to, to carve out those spaces.

Minh Vu: Yeah, I think it was good for us
to see the different opportunities there

were to create community both officially
through SX and unofficially as well, too.

It was great to be able to collaborate
with some folks who came into

Austin, but also still try to
lift up the folks locally here.

So, yeah, All in all, I think
it was, it was really good.

Was there a standout moment for you?

Sandra Pham: I think I'm very biased.

But obviously having our meetup
and just chatting with everyone and

getting to know everyone's story.

There were so amazing people that, that
showed up to the meetup that I got to

talk to from folks who are like artists
and really trying to showcase their

music and, and feeling really encouraged
by the fact that there was a meetup.

To have conversations with other people
to, there were students there I can't

remember from what university, but they
were able to get funded and come to SX and

experience this and pitch a big client.

It was the Austin airport and be
able to showcase their work, but

also wanting to feel like they can
make friends and meet other people.

So I was just inspired to be in
that room and have conversations.

And I mean, you know, at the end
of the day, that's really what

drove us to build this podcast was.

To meet other folks and
hear their experiences.

There was also a woman I met and she is in
the music industry and she really wanted.

She grew up in Austin and had
gone to SX firm for many, many

years, like 20 plus years.

And I was telling me how
excited she was that that.

Our podcast enabled us to have
conversations about, you know, folks

in the community who pursue different
careers and to really see the space

that she never thought would be
possible in, in, in all the time that

she had gone to SX, which is amazing.

And also, you know, we just heard
yesterday kind of a tangent, but

the first Vietnamese American lead,
a bachelorette, like, it just feels

like there's so much momentum and I'm.

proud that we get to be a
very teeny teeny part of that.

Minh Vu: Yeah, I think about some of
the people that I was able to meet

at the meetup and basically we all,
I was with a group of people and

we all went around sharing where we
grew up and what the Asian population

was like there, if there were any.

And I think in that short amount
of time, there was already just

people being like, Oh my gosh,
like I'm half Filipino, half white.

There weren't a lot of us growing up.

I also like.

You know, they met people who basically
had very similar experiences to them and

that type of like community and connection
happening in real time was really special.

I think we all both vocally and
silently understood what it meant

to be sometimes the only in a space.

And then to be.

The majority in a space during
that meetup was really, I think,

empowering and really special.

Sandra Pham: I'm going to ask you I
know it's, it's hard to think about

because literally we, SX Southwest
just wrapped up, but if we're thinking

ahead and I know it'll be around the
corner when we think about SX in 2025,

what do you hope or what do you dream
up that could happen next year that

didn't this year, or what is that?

I

Minh Vu: think more opportunities
to connect in a larger capacity.

And what I mean by that is Like, where my
mind goes here is like, we know that SX is

a great economic development driver for a
lot of like local businesses, especially

downtown hotels, restaurants, bars.

And I think as we Hopefully that there's
even more AAPI related programming,

both officially and unofficially.

But also what that means too is that
people both locally and from out of

town who are creating these events
and activations are tapping in.

to our local AAPI vendors or
restaurants or talent, you know,

both musicians, speakers, artists
leaders to be able to participate in

the stuff that they're organizing.

So, I think a combination of those
things, you know, just more, Connection.

Intentional connection.

I think.

Yeah.

Sandra Pham: Yeah.

Yeah.

No, I agree with you.

I think for sure over the last few
years there have been some stepping

stones and things set into place.

And obviously we love all of
our out of town friends, but we

are here year round and want to
make sure that SX isn't the end.

I think also for those connections,
especially, you know, I always get

excited about SX and yes, I want to
meet all the folks that fly in and

take time out of their lives to come
and do all the things, but it's also

a really good time to connect with
people locally and see their faces.

I like.

Meeting people and knowing that they're
also down the road and that it's not okay.

See you in a year from now When you come
back for SX you, it's hey, there are

really amazing community leaders and folks
who are doing the work and investing here

and so it's you know, not connecting with
the local vendor just the one time you

hosted an event here it's remembering
to support them all year round and You

amplifying the work that's being done.

So I think for sure next year, I hope
to see our local community really kind

of get together and figure out how we
can support SX more and in a way that

feels right for us without overextending
our community organizers here.

Minh Vu: So I am curious for people who
don't know what SX is or have been here

and haven't participated in SX I wonder
if we can give them a little like overview

and like tips from our experience and
I'll just say top line and this is not

like You know, I'm not reading from the
SX playbook or whatever, like, is on

their website or anything like that.

The festival's been around for
a long time, has evolved in

a number of different ways.

I won't go into the history too much
because I'm not going to pretend

like I know the entire history of SX.

But today, what it looks
like, a tech conference.

Well, it actually, it starts with EDU.

So like an education conference, just I
think a week before the actual festival.

And then it starts with the tech
conference, the first weekend, essentially

film also starts around that time.

So there's also a film festival
that's happening and then a music

showcase That also ends up happening
towards the middle of the week and

through the end of the festival.

So What I always like to observe is
the, you can really tell when you're

downtown, when each part of the festival
shifts because of the demographic of

the attendees that end up showing up
both in demographic, but also like

style and swag, like what people are
wearing and stuff the music crowd.

versus the film crowd versus
the tech crowd, you can really

kind of tell a difference.

There's also comedy involved usually
that first weekend as well too.

So, you know, that's
the official SX stuff.

And then there's like a bunch of
unofficial things that sometimes

happens as well throughout
downtown, which primarily means

getting on on an RSVP list.

And lining up early to hopefully get into
the venue before it reaches capacity.

Because if some venues are 100
percent unofficial and some

venues are official and if it's
official, then badges get priority.

So that's like a quick
overview of the fest.

Happens all throughout
downtown and on the east side.

Sandra, what would you say would
be like one of your tips if you

were attending the festival?

Sandra Pham: I think don't
feel too much FOMO, right?

I think, just sitting as you
described it, I'm just like, oh

my god, it's really overwhelming.

It really is, it continues to grow
and expand and become this gigantic

thing and it is kind of hard to
describe, especially for folks

who aren't familiar with it, don't
regularly attend, maybe aren't in town.

Figure out what you want to get out of it.

If you're super into the music thing,
lean into that, go to the concerts and

all that thing, or you want a little bit
of a sprinkle of all the things, sure.

But I think don't pressure yourself.

I think early on when I first started
attending SX it was like, oh my

god, I'm gonna have FOMO if I don't.

stand in line for three hours to go see
Jay Z because he has some random pop up

or whatever thing that happens into town.

I think being really intentional, I think
I also get to a place where I'm like,

oh my god, I gotta do SX all day long.

You head out there and
you're there from 9 a.

m.

to 9 p.

m.

or whatever it is, and I think
really carve out your time.

And figure out what are the things that
really get you excited and what are

that must do and then everything else
go with the flow like SX is a show you

just kind of you vibe out you go with
the vibes you figure out if there's an

unofficial thing you pop by if you don't
you don't but I think remove the pressure

of needing to hit up everything because
you're not going to enjoy it if you're

popping in 10 minutes to that one show
and then running over to the next things.

There's so many things that overlap.

For me, the one thing I wanted to get out
of it was just spending time with people.

And seeing the people I wanted to yeah,
there was, you know, a sprinkle of music,

a sprinkle of film, sprinkle of panels,
and all of that, but just not pushing

myself to feel too much pressure to hit up
everything, because I did come up with a

schedule, and then I was like, Wow, there
are eight things at the same exact time.

I'm, I'm, that's impossible.

I can't be in eight different places.

So if I make it, I make it.

If I don't, I don't.

And for the rest, I can just watch
everyone's stories and I'll be okay.

But my takeaway this year was just,
Really being grateful that I got to

spend some, you know, in real life time
with folks, because we so often become

internet friends, or you connect with
people through whatever way, and sometimes

it's just nice to see someone face to
face and just have a good old chat.

Minh Vu: Yeah, I completely agree with
basically, like, identify one or two

things per day that you really want to
see, prioritize those things, and then as

far and and then, Everything that happens
around it, tumbleweed, tumbleweed around.

Like let the wind take you wherever
it's going to take you use the SX app.

That was really helpful for me to see,
okay, what's going on around this time.

That's near the thing
that I want to go see.

But because yeah, otherwise.

Sometimes the venues are kind of
spread out, you need to, like, scooter

around, you could walk around, but
that's gonna add a lot more time

and it'll just probably be better.

be more work than fun.

And I will say the most fun experiences
that I've had at SX in years past and also

in this year is just like happening upon
something that wasn't always on my list.

But It was something that was nearby
and close enough that I could go

to while waiting for the session
that I really wanted to go to.

And I discovered some great artists
that way, some great music that way

that I probably wouldn't have if I
didn't, I wasn't open to it in that way.

So, pro tip, definitely, if you find
yourself going to SX, you could do that.

And also, you know, if you're not able
to get a badge, like, I think you can

still look for those unofficial events.

Know that in the evening,
it'll be probably a lot tougher

to get in, capacity wise.

But maybe during the day, if you're
able to attend things during the day or

earlier on in the day with just an RSVP,
you probably have more of a Likelihood

and chance to, to get in and, and
experience that piece of the festival.

Sandra Pham: Yeah.

And totally have flexibility because
even if you are SVP or you intend to go

something, as this thing continues to
grow and more and more people come into

town, like, there's no guarantee you're
going to get into some things, right?

Like I know you and I wanted to go
watch some films and Sometimes it's

not available or you're just really
tired and you're not going to stand

in line and make it to whatever it is.

So be adaptable be flexible enjoy it
like Don't don't put so much pressure

on yourself and and enjoy seth byte.

It's it's a really interesting time
Of year, I will say I kind of have

a love and hate relationship with
it because I do feel like SX is the

reason a lot of folks move to Austin
because the weather is beautiful,

downtown is popping, so many fun events.

You just go, wow, like what is
this incredible Disney World

experience that you're having?

And so then a ton of people
move here for better, for worse.

Again, we talk about this a lot, but you
know, I, I love that it does showcase

our city in an incredible way, but also.

sometimes to our detriment.

And it can be a little wild.

But anyway yeah, SX, what
an amazing time we did it.

We survived.

But had such a good time.

Minh Vu: Yes.

I, I agree.

I think SX and also like the, like,
legion of volunteers that they have

that do such good work of like trying
to put their arms around that entire

festival is there's a reason why, like,
during the film screenings, when they

say thank you to our volunteers, the
whole theater, like, erupts in applause

and appreciation because I think
that is really where a lot of yeah,

it just takes a, it takes a village.

And yeah, you know, there's, As much as
I think SX has been part of like Austin's

growth and all the pros and cons related
to that growth, I still find myself

Being appreciative of the opportunity
to be able to experience something

like that in our backyard, basically.

And have the choice, you know,
whether or not we want to engage.

Because I know a lot of Austinites,
too, like, I've done this in the past.

Like, go out of town during this
time of year to kind of avoid it.

And totally, you're prerogative.

I think the But the, for me, it's like,
well, at least that there's a choice

to potentially, you know, if we're so
lucky to be able to attend or not attend.

So,

I'm excited for the rest of this
year and I'll What we have going on.

We have another season that
we're planning of the podcast.

It was also really like cool to be
able to meet people who have listened

to the podcast at the festival.

We really appreciate the kind
words and the encouragement and

the support that y'all have shown.

I think Sandra and I continue to,
you know, do this podcast as like our

side project are something that we.

really believe in and and care for and
also being mindful of protecting our

health and time and making sure that
we're pouring into ourselves as well too.

And so, you know, I think we found a good
balance in these abbreviated seasons.

I know I wish we could do
more episodes each year.

And maybe that's something
in the future, you know.

But for now, we're excited to continue
with kind of these abbreviated

seasons, being able to bring on special
guests for a couple of months and

sharing their stories with you all.

So stay tuned for more of that
coming in a couple months, actually.

Sandra Pham: Yeah.

Yeah.

The year's flying by, but for sure.

I think we're excited for this new season.

So stay tuned.

Want to continue having these
conversations with with the community.

And I think we're trying to be really
intentional about some of the guests that

we bring on and making sure that there's,
you know, Diversity in the voices and

the stories that we continue to share.

So we'll definitely be working
on that and I'm excited.

Want to make sure that we're
continuing to meet more folks.

I mean, there's, there's so many people
in the community that we don't know about.

So definitely love when we get to connect
in person and we hear more stories and

more about, learn more about individuals.

So I'm looking forward to, to
learning more in this, this season.

Minh Vu: Yeah, there's a lot of work being
done in the community that I know Sandra

and I aren't aware of and I think at the
end of the day we just continue to want to

learn as much as we can, try to amplify I
all parts of our community in all parts of

the greater Austin area as best as we can.

So, SX was a really good opportunity, like
Sandra said, to, to meet with people that

we hadn't been able to meet with before.

And so hopefully we just continue
to do that and encourage that.

And I encourage you all to do the same.

And the more that we're able to
bridge these connections with

one another, the more we can.

more power to our voices and
help uplift our entire community.

So, um, with that, we will
catch you in a couple months.

Sandra Pham: Bye, y'all.

Minh Vu: Thanks, y'all.

This project is supported in
part by the City of Austin

Economic Development Department.