I can never decide whether SXSW is a tech conference with a music festival attached, or vice versa. Or whether it's just one mass research experiment sponsored by Tinder.
What is clear is that it's full of casually dressed people, often with excessive amounts of hair and an attitude of slight superiority.
Well, it is held in Texas.
Perhaps, then, it was easy pickings for Jimmy Kimmel to send his team of innocent-faced interviewers to ask attendees about the most progressive new musical acts. The most progressive new musical acts that don't exist, that is.
Kimmel has often proved that it's easy to fool passersby into believing something that isn't. For example, when he fooled people into believing that the iPad Mini was actually the new iPhone.
This time, he asked conference attendees what they thought of bands with absurd names -- which, of course, doesn't specifically preclude them from being real.
There's Contact Dermatitis, for example. They show a lot of skin, and add to that with viral power.
Who wouldn't be impressed by Neil Patrick Harassment, or What The F*** Bruce Jenner?
The alleged success of DJ Heavy Flow? As one female fan explained: "Awesome. I mean, women." Her arms were spread wide to underline the obviousness of DJ Heavy Flow's appeal.
Actually, talking of female performers who are a big hit, there was enthusiasm for Tonya and the Hardings.
"I'd really like to see them live," says one aficionada.
Deep tech divers into fantasy will surely be rushing to see Daenerys Targaryen and the Dragon Ponies. Should you have missed this act, Targaryen actually takes baths on stage while she performs.
Some might wonder what proportion of interviewees see through the nonsense and how long it takes to shoot such a telling montage. But unless these people are all actors, the last scene makes for compelling viewing.
Still, such ruses surely underline one of the great principles of both coolness and success: fake it till you make it.