Legal Marketing: What You’re Missing at SXSW 2012

Every spring the social media and entertainment industries converge on Austin, Texas for SXSW (shorthand for South by Southwest), one of the most frantically busy and buzz-worthy conferences of the year.

For all the claims about lawyers as consummate networkers, I marvel that SXSW is not awash in IP, entertainment and small business/startup lawyers. The superabundance of crowded parties, meet-ups, hospitality pavilions and special events are a networker’s dream — start-up businesses, start-up films and start-up bands, all in need of lawyers with specific expertise.

Rocket Lawyer jumped into the networking fray this year with a Sociable Lawyer Premiere Event last Friday to promote its On Call lead referral program. Despite it being an uncharacteristically cold and rainy afternoon, a crowd of young lawyers converged on a Sixth Street bar to connect. I spent a while talking to some first-year associates about their experience with the controversial forms-driven service, and it was clear that Rocket Lawyer was on to something — building and strengthening connections with the current generation of solo and small-firm attorneys who “get it.”

A hidden bonus for lawyers at  SXSW is the free CLE. Yes, you can get free CLE as part of your SXSW admission.  I don’t know when they started, but for the past several years Lommen Abdo Law Firm has run a really interesting CLE track called “Legal Issues in the Music, Film and Emerging Technology Industries”  Talk about a marketing ROI goldmine….

This year the program boasts more than 40 industry leaders on different 13 panels. All SXSW registrants are welcome, but attorneys can register for up to 13 CLE credits and are given preferential access if the session is full.

Tomorrow’s sessions include:

Gimme Shelter from the Storm Clouds

As more products and services move to the proverbial cloud, from shared collaboration, commercial product offerings, and user-uploaded content, new business models are created while extant business models come under attack. This panel will explore the disruption caused by some new cloud-based services and how this disruption is affecting existing industries. For example, who is responsible for liabilities arising from the use or exploitation of content stored in the cloud; should Congress change the law to impose new liability/responsibilities on operators of cloud-based services; what rights, if any, do consumers have to perpetual access to their content in the cloud; can a user transfer their content in the cloud to another device or person? These and other questions will be addressed by the distinguished panel.

The Automobile as Network Node

Automobiles are increasingly connected to computer networks and are used to collect, use and share vehicle-related information. They also provide a delivery mechanism for driving, entertainment and other content and information. This panel will discuss legal issues arising out of and related to the collection, use and disclosure of vehicle-related information and related emerging legal issues of data use in or related to vehicles.

CLE panels later this week during the music festival portion include:

Royalties in the Digital Space: What, Where and How Much Are They?

Identifying, following and actually collecting essential money from a myriad of digital sources is a growing challenge. With the help of sophisticated music accountants, this panel will show what is at stake, and where and how to secure this income.

Licensing Madness: Exploitations a Go-Go

In a world where music is being licensed to promote, enhance, advertise and image almost everything, the deals and protocols are as varied as the uses themselves. The panel will identify uses and review common terms and deal expectations.

Run for Cover: The Future of Cloud Commerce

As traditional music consumer consumption habits evaporate into the cloud, a new legal and language lexicon casts a mighty shadow over the music business. This panel will analyze whether subscriptions and other alternatives present promise or problems in the new music economy.

Any interest in working with me to pitch social media for law firms panel ideas for next year’s SXSW?

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