Kanye West Performs "Hell Of A Life" At SXSW (COOL)

I'm still not really sure why this SXSW (South by Southwest) thing in Austin, TX is so big with well known artists lately since it's supposed to be an industry event that helps up and coming artists and music industry people network and connect. It seems strange that someone as big as Kanye would perform for other people in the industry but I guess I just don't understand it without actually being there. I think I am also a little jealous that there is so much cool music all in one place and I can't be a part of it because I'm stuck in a cube. Weak.