>there are thousands of unsigned acts

and the fact they are playing small venues is for free press like this

http://blogs.miaminewtimes.com/crossfade/2014/07/j-cole_miami_cancel_police_dollar-dream_2014.php

so whatever stupid shenanigans you can do to win tickets (Tweet you love orbit gum and win a chance to skip the line!) gets even more burn.

It's NEVER about the fans because the fans never really get into this unless it's truly first come, first serve. Its usually a bunch of media, people with connects, friends, the sponsors.etc...actual fans are last on the totem pole.

It's the rock that the current iteration of SXSW is built on, for better or for worse.