The Trade Show at the Austin Convention Center during SXSW is in some ways the central focus of the last days of the interactive conference and the earlier days of the music conference. It’s a lot of fun not only because of the music exhibitors, many of whom are from other cities or countries, but also because of the wide array of new apps, technologies and equipment that are on display. Free food and drink are fairly widespread, as well as opportunities to win iPads, iPods, headphones and many other items. There’s also a stage, which presents music performances at certain times during the day. The trade show closes at 5 PM, but SXSW officials were constantly having to encourage people to leave at closing because it was so much fun.