It’s that time of year again.

Blaring music fills the air, neon lights attack your eyes and crowds of people surge in every direction. Someone, laden down improbably with a guitar amp and two cases of beer, apologises as they brush past. In the distance, you spot an old colleague, ‘We really must lock that catch-up in,’ you think.

Welcome to downtown Austin, during South By Southwest Festival. Now in its 31st year, the event, which attracts delegates and artists ...