What began in 1986 as a small music conference has today become the most important net culture festival in the world. The South-by-Southwest (SXSW) attracted over 70,000 participants from around the world to Austin this year. In addition to the music and film festival, the „Interactive“ part is now the largest area of the festival. Entrepreneurs, developers, thought leaders and artists discuss the influence of technological development on society. Prof. Matthias Pfaff travelled to America with the delegation from Rhineland-Palatinate and Prof. Christian Schmachtenberg was keynote speaker and talked about the museum of the future and its possibilities.