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Sandra Pham: Hey y'all, I'm Sandra Pham.

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Minh Vu: And I'm Minh Vu.

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And you're listening to Asian in Austin.

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So we've got a special
episode for everyone.

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Sandra Pham: Yeah, I think we just
thought it would be interesting to

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cite our official involvement in SXSW.

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And so thrilled to kind of recap that
with y'all and chat with Minh as always.

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Minh Vu: We were able to host an
official AAPI meetup at SX and a

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shout out to Audrey and the entire
SX team for helping make that

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happen and all of the volunteers.

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It was a, a really good opportunity
to be able to create community

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or hold space for community.

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So I'm really excited that we were able
to do that in such an official capacity

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where people who were attending the fest
and either identified in the community

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or were supportive or interested in
the community all came together in this

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hotel conference room and connected.

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And it was really, really beautiful.

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And I think we just want to take
this episode to talk about the

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behemoth that is SX our experiences
with it and how creating community

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continues to be so important.

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Sandra, what's your, well first,
what's your experience been with

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SX in general over the years?

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I know we have memories from
college going to SX, but I'm

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curious just from your perspective.

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Yeah.

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Like how have you experienced
the festival in the past?

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Sandra Pham: Yeah, it feels like this
year, I think, was a big milestone

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for us and obviously super grateful
that we were able to attend SXSW in a

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different way that we had previously,
obviously having gone to school here

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and having experienced SXSW and seeing
the changes over the various years

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from going You know, experiencing as
a college student, obviously, is very

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different than in a professional setting.

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And then also this year, getting the
opportunity to actually be part of

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the official programming, hosting and
holding space was, you know, really,

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really special for, for me this year.

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But.

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Yeah, fond memories back in the day,
you and I, during spring break, because

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it would always happen during spring
break, going to concerts, trying

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to find the cool different events.

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I remember seeing Ed Sheeran before he
was Ed Sheeran in the, you know, the, the

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2000s and and then fast forward to today.

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It's so different.

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Minh Vu: Yeah I think I feel like I
remember us going to like a Red Bull

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sponsored event or concert and I feel like
it was just in a parking lot somewhere.

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Which they still do.

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I will say this year, we also were able
to see a Vietnamese Hungarian singer.

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Who fused Cải lương and electronic
music, which my mind was like,

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completely blown by that.

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For those who don't know, cải lương is
like, a specific Vietnamese traditional

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music genre, kind of like theater,
musical theater, really specific.

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Yeah, shout out to

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Sandra Pham: Hien.

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Yeah.

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She was so good.

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Yeah.

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Trilingual, which is incredible.

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Oh my gosh.

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Minh Vu: Yeah, she sang in Vietnamese,
then Hungarian, then in English as well.

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It was really cool.

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I think, for me this year, that's
what stands out to me, is like the

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global aspect of, like, the experience
that I was able to have seeing

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singers from all across the world.

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In one day, I like, I was at the
Canada house and there was a singer

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who like their genre was like Afro pop.

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And then even also at Canada house,
one of our previous guests, Aisha,

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Dreamchild, she was DJing there.

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Just really cool.

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moments I think for me this year.

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Sandra Pham: Yeah, I think as SX continues
to grow and has become this, I think you

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said behemoth, like at the top of the the
episode here, it's it just continues to

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grow and I do find myself kind of feeling
lost a little bit every year, right?

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I think every year my
experience is different.

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I seek different things.

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Some years, it's really
heavily leaned into music.

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Other years, it's really into
the panel and the content.

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Being a marketer myself and trying to gain
some knowledge there this year, because

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we had a place that we specifically
were able to host that AAPI meetup.

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I find myself really being intentional
about finding community and a

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lot of the activities that we do.

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I saw to be involved in this year.

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Also got the amazing opportunity
to host some unofficial SX things,

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but around SX, so, moderating that
panel with ambassador Catherine

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Thai, which was a really big deal.

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As well as the amazing other women
who were on the panel, who are

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local Austinites or the majority
were yeah, this year, I think, For

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me personally, I wanted to find
representation and community, right?

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Finding specific panels, events that were
centered around the AAPI community itself.

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Having, feeling like really motivated
to, to carve out those spaces.

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Minh Vu: Yeah, I think it was good for us
to see the different opportunities there

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were to create community both officially
through SX and unofficially as well, too.

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It was great to be able to collaborate
with some folks who came into

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Austin, but also still try to
lift up the folks locally here.

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So, yeah, All in all, I think
it was, it was really good.

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Was there a standout moment for you?

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Sandra Pham: I think I'm very biased.

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But obviously having our meetup
and just chatting with everyone and

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getting to know everyone's story.

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There were so amazing people that, that
showed up to the meetup that I got to

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talk to from folks who are like artists
and really trying to showcase their

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music and, and feeling really encouraged
by the fact that there was a meetup.

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To have conversations with other people
to, there were students there I can't

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remember from what university, but they
were able to get funded and come to SX and

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experience this and pitch a big client.

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It was the Austin airport and be
able to showcase their work, but

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also wanting to feel like they can
make friends and meet other people.

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So I was just inspired to be in
that room and have conversations.

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And I mean, you know, at the end
of the day, that's really what

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drove us to build this podcast was.

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To meet other folks and
hear their experiences.

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There was also a woman I met and she is in
the music industry and she really wanted.

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She grew up in Austin and had
gone to SX firm for many, many

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years, like 20 plus years.

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And I was telling me how
excited she was that that.

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Our podcast enabled us to have
conversations about, you know, folks

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in the community who pursue different
careers and to really see the space

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that she never thought would be
possible in, in, in all the time that

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she had gone to SX, which is amazing.

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And also, you know, we just heard
yesterday kind of a tangent, but

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the first Vietnamese American lead,
a bachelorette, like, it just feels

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like there's so much momentum and I'm.

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proud that we get to be a
very teeny teeny part of that.

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Minh Vu: Yeah, I think about some of
the people that I was able to meet

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at the meetup and basically we all,
I was with a group of people and

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we all went around sharing where we
grew up and what the Asian population

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was like there, if there were any.

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And I think in that short amount
of time, there was already just

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people being like, Oh my gosh,
like I'm half Filipino, half white.

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There weren't a lot of us growing up.

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I also like.

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You know, they met people who basically
had very similar experiences to them and

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that type of like community and connection
happening in real time was really special.

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I think we all both vocally and
silently understood what it meant

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to be sometimes the only in a space.

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And then to be.

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The majority in a space during
that meetup was really, I think,

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empowering and really special.

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Sandra Pham: I'm going to ask you I
know it's, it's hard to think about

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because literally we, SX Southwest
just wrapped up, but if we're thinking

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ahead and I know it'll be around the
corner when we think about SX in 2025,

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what do you hope or what do you dream
up that could happen next year that

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didn't this year, or what is that?

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I

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Minh Vu: think more opportunities
to connect in a larger capacity.

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And what I mean by that is Like, where my
mind goes here is like, we know that SX is

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a great economic development driver for a
lot of like local businesses, especially

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downtown hotels, restaurants, bars.

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And I think as we Hopefully that there's
even more AAPI related programming,

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both officially and unofficially.

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But also what that means too is that
people both locally and from out of

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town who are creating these events
and activations are tapping in.

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to our local AAPI vendors or
restaurants or talent, you know,

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both musicians, speakers, artists
leaders to be able to participate in

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the stuff that they're organizing.

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So, I think a combination of those
things, you know, just more, Connection.

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Intentional connection.

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I think.

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Yeah.

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Sandra Pham: Yeah.

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Yeah.

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No, I agree with you.

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I think for sure over the last few
years there have been some stepping

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stones and things set into place.

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And obviously we love all of
our out of town friends, but we

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are here year round and want to
make sure that SX isn't the end.

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I think also for those connections,
especially, you know, I always get

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excited about SX and yes, I want to
meet all the folks that fly in and

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take time out of their lives to come
and do all the things, but it's also

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a really good time to connect with
people locally and see their faces.

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I like.

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Meeting people and knowing that they're
also down the road and that it's not okay.

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See you in a year from now When you come
back for SX you, it's hey, there are

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really amazing community leaders and folks
who are doing the work and investing here

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and so it's you know, not connecting with
the local vendor just the one time you

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hosted an event here it's remembering
to support them all year round and You

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amplifying the work that's being done.

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So I think for sure next year, I hope
to see our local community really kind

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of get together and figure out how we
can support SX more and in a way that

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feels right for us without overextending
our community organizers here.

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Minh Vu: So I am curious for people who
don't know what SX is or have been here

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and haven't participated in SX I wonder
if we can give them a little like overview

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and like tips from our experience and
I'll just say top line and this is not

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like You know, I'm not reading from the
SX playbook or whatever, like, is on

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their website or anything like that.

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The festival's been around for
a long time, has evolved in

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a number of different ways.

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I won't go into the history too much
because I'm not going to pretend

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like I know the entire history of SX.

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But today, what it looks
like, a tech conference.

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Well, it actually, it starts with EDU.

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So like an education conference, just I
think a week before the actual festival.

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And then it starts with the tech
conference, the first weekend, essentially

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film also starts around that time.

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So there's also a film festival
that's happening and then a music

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showcase That also ends up happening
towards the middle of the week and

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through the end of the festival.

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So What I always like to observe is
the, you can really tell when you're

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downtown, when each part of the festival
shifts because of the demographic of

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the attendees that end up showing up
both in demographic, but also like

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style and swag, like what people are
wearing and stuff the music crowd.

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versus the film crowd versus
the tech crowd, you can really

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kind of tell a difference.

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There's also comedy involved usually
that first weekend as well too.

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So, you know, that's
the official SX stuff.

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And then there's like a bunch of
unofficial things that sometimes

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happens as well throughout
downtown, which primarily means

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getting on on an RSVP list.

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And lining up early to hopefully get into
the venue before it reaches capacity.

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Because if some venues are 100
percent unofficial and some

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venues are official and if it's
official, then badges get priority.

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So that's like a quick
overview of the fest.

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Happens all throughout
downtown and on the east side.

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Sandra, what would you say would
be like one of your tips if you

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were attending the festival?

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Sandra Pham: I think don't
feel too much FOMO, right?

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I think, just sitting as you
described it, I'm just like, oh

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my god, it's really overwhelming.

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It really is, it continues to grow
and expand and become this gigantic

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thing and it is kind of hard to
describe, especially for folks

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who aren't familiar with it, don't
regularly attend, maybe aren't in town.

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Figure out what you want to get out of it.

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If you're super into the music thing,
lean into that, go to the concerts and

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all that thing, or you want a little bit
of a sprinkle of all the things, sure.

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But I think don't pressure yourself.

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I think early on when I first started
attending SX it was like, oh my

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god, I'm gonna have FOMO if I don't.

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stand in line for three hours to go see
Jay Z because he has some random pop up

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or whatever thing that happens into town.

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I think being really intentional, I think
I also get to a place where I'm like,

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oh my god, I gotta do SX all day long.

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You head out there and
you're there from 9 a.

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m.

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to 9 p.

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m.

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or whatever it is, and I think
really carve out your time.

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And figure out what are the things that
really get you excited and what are

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that must do and then everything else
go with the flow like SX is a show you

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just kind of you vibe out you go with
the vibes you figure out if there's an

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unofficial thing you pop by if you don't
you don't but I think remove the pressure

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of needing to hit up everything because
you're not going to enjoy it if you're

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popping in 10 minutes to that one show
and then running over to the next things.

241
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There's so many things that overlap.

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For me, the one thing I wanted to get out
of it was just spending time with people.

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And seeing the people I wanted to yeah,
there was, you know, a sprinkle of music,

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a sprinkle of film, sprinkle of panels,
and all of that, but just not pushing

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myself to feel too much pressure to hit up
everything, because I did come up with a

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schedule, and then I was like, Wow, there
are eight things at the same exact time.

247
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I'm, I'm, that's impossible.

248
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I can't be in eight different places.

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So if I make it, I make it.

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If I don't, I don't.

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And for the rest, I can just watch
everyone's stories and I'll be okay.

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But my takeaway this year was just,
Really being grateful that I got to

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spend some, you know, in real life time
with folks, because we so often become

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internet friends, or you connect with
people through whatever way, and sometimes

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it's just nice to see someone face to
face and just have a good old chat.

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Minh Vu: Yeah, I completely agree with
basically, like, identify one or two

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things per day that you really want to
see, prioritize those things, and then as

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far and and then, Everything that happens
around it, tumbleweed, tumbleweed around.

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Like let the wind take you wherever
it's going to take you use the SX app.

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That was really helpful for me to see,
okay, what's going on around this time.

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That's near the thing
that I want to go see.

262
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But because yeah, otherwise.

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Sometimes the venues are kind of
spread out, you need to, like, scooter

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around, you could walk around, but
that's gonna add a lot more time

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and it'll just probably be better.

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be more work than fun.

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And I will say the most fun experiences
that I've had at SX in years past and also

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in this year is just like happening upon
something that wasn't always on my list.

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But It was something that was nearby
and close enough that I could go

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to while waiting for the session
that I really wanted to go to.

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And I discovered some great artists
that way, some great music that way

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that I probably wouldn't have if I
didn't, I wasn't open to it in that way.

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So, pro tip, definitely, if you find
yourself going to SX, you could do that.

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And also, you know, if you're not able
to get a badge, like, I think you can

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still look for those unofficial events.

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Know that in the evening,
it'll be probably a lot tougher

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to get in, capacity wise.

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But maybe during the day, if you're
able to attend things during the day or

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earlier on in the day with just an RSVP,
you probably have more of a Likelihood

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and chance to, to get in and, and
experience that piece of the festival.

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Sandra Pham: Yeah.

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And totally have flexibility because
even if you are SVP or you intend to go

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something, as this thing continues to
grow and more and more people come into

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town, like, there's no guarantee you're
going to get into some things, right?

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Like I know you and I wanted to go
watch some films and Sometimes it's

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not available or you're just really
tired and you're not going to stand

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in line and make it to whatever it is.

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So be adaptable be flexible enjoy it
like Don't don't put so much pressure

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on yourself and and enjoy seth byte.

290
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It's it's a really interesting time
Of year, I will say I kind of have

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a love and hate relationship with
it because I do feel like SX is the

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reason a lot of folks move to Austin
because the weather is beautiful,

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downtown is popping, so many fun events.

294
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You just go, wow, like what is
this incredible Disney World

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experience that you're having?

296
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And so then a ton of people
move here for better, for worse.

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00:20:22,114 --> 00:20:27,704
Again, we talk about this a lot, but you
know, I, I love that it does showcase

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our city in an incredible way, but also.

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sometimes to our detriment.

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And it can be a little wild.

301
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But anyway yeah, SX, what
an amazing time we did it.

302
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We survived.

303
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But had such a good time.

304
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Minh Vu: Yes.

305
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I, I agree.

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I think SX and also like the, like,
legion of volunteers that they have

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that do such good work of like trying
to put their arms around that entire

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festival is there's a reason why, like,
during the film screenings, when they

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say thank you to our volunteers, the
whole theater, like, erupts in applause

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and appreciation because I think
that is really where a lot of yeah,

311
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it just takes a, it takes a village.

312
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And yeah, you know, there's, As much as
I think SX has been part of like Austin's

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growth and all the pros and cons related
to that growth, I still find myself

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Being appreciative of the opportunity
to be able to experience something

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like that in our backyard, basically.

316
00:21:44,374 --> 00:21:48,404
And have the choice, you know,
whether or not we want to engage.

317
00:21:48,664 --> 00:21:51,694
Because I know a lot of Austinites,
too, like, I've done this in the past.

318
00:21:51,694 --> 00:21:55,745
Like, go out of town during this
time of year to kind of avoid it.

319
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And totally, you're prerogative.

320
00:21:58,885 --> 00:22:05,075
I think the But the, for me, it's like,
well, at least that there's a choice

321
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to potentially, you know, if we're so
lucky to be able to attend or not attend.

322
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So,

323
00:22:19,285 --> 00:22:25,295
I'm excited for the rest of this
year and I'll What we have going on.

324
00:22:25,375 --> 00:22:29,875
We have another season that
we're planning of the podcast.

325
00:22:30,205 --> 00:22:34,545
It was also really like cool to be
able to meet people who have listened

326
00:22:34,545 --> 00:22:37,005
to the podcast at the festival.

327
00:22:37,375 --> 00:22:40,580
We really appreciate the kind
words and the encouragement and

328
00:22:40,580 --> 00:22:42,075
the support that y'all have shown.

329
00:22:42,585 --> 00:22:48,865
I think Sandra and I continue to,
you know, do this podcast as like our

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00:22:48,875 --> 00:22:52,015
side project are something that we.

331
00:22:52,670 --> 00:23:01,190
really believe in and and care for and
also being mindful of protecting our

332
00:23:01,310 --> 00:23:09,280
health and time and making sure that
we're pouring into ourselves as well too.

333
00:23:09,700 --> 00:23:14,690
And so, you know, I think we found a good
balance in these abbreviated seasons.

334
00:23:14,720 --> 00:23:17,590
I know I wish we could do
more episodes each year.

335
00:23:17,939 --> 00:23:20,039
And maybe that's something
in the future, you know.

336
00:23:20,109 --> 00:23:24,010
But for now, we're excited to continue
with kind of these abbreviated

337
00:23:24,010 --> 00:23:28,340
seasons, being able to bring on special
guests for a couple of months and

338
00:23:28,340 --> 00:23:29,880
sharing their stories with you all.

339
00:23:30,230 --> 00:23:36,330
So stay tuned for more of that
coming in a couple months, actually.

340
00:23:36,430 --> 00:23:36,910
Sandra Pham: Yeah.

341
00:23:37,930 --> 00:23:38,170
Yeah.

342
00:23:38,170 --> 00:23:40,140
The year's flying by, but for sure.

343
00:23:40,170 --> 00:23:42,970
I think we're excited for this new season.

344
00:23:42,980 --> 00:23:44,040
So stay tuned.

345
00:23:44,620 --> 00:23:48,510
Want to continue having these
conversations with with the community.

346
00:23:48,520 --> 00:23:51,910
And I think we're trying to be really
intentional about some of the guests that

347
00:23:51,910 --> 00:23:56,380
we bring on and making sure that there's,
you know, Diversity in the voices and

348
00:23:56,380 --> 00:23:58,170
the stories that we continue to share.

349
00:23:58,940 --> 00:24:02,490
So we'll definitely be working
on that and I'm excited.

350
00:24:03,040 --> 00:24:05,840
Want to make sure that we're
continuing to meet more folks.

351
00:24:05,850 --> 00:24:09,940
I mean, there's, there's so many people
in the community that we don't know about.

352
00:24:09,940 --> 00:24:15,000
So definitely love when we get to connect
in person and we hear more stories and

353
00:24:15,010 --> 00:24:17,380
more about, learn more about individuals.

354
00:24:17,390 --> 00:24:21,310
So I'm looking forward to, to
learning more in this, this season.

355
00:24:22,430 --> 00:24:27,000
Minh Vu: Yeah, there's a lot of work being
done in the community that I know Sandra

356
00:24:27,000 --> 00:24:33,850
and I aren't aware of and I think at the
end of the day we just continue to want to

357
00:24:34,160 --> 00:24:40,735
learn as much as we can, try to amplify I
all parts of our community in all parts of

358
00:24:40,745 --> 00:24:44,185
the greater Austin area as best as we can.

359
00:24:44,195 --> 00:24:49,555
So, SX was a really good opportunity, like
Sandra said, to, to meet with people that

360
00:24:49,555 --> 00:24:51,505
we hadn't been able to meet with before.

361
00:24:51,945 --> 00:24:55,225
And so hopefully we just continue
to do that and encourage that.

362
00:24:55,225 --> 00:24:56,915
And I encourage you all to do the same.

363
00:24:56,955 --> 00:25:01,265
And the more that we're able to
bridge these connections with

364
00:25:01,265 --> 00:25:03,585
one another, the more we can.

365
00:25:05,450 --> 00:25:10,140
more power to our voices and
help uplift our entire community.

366
00:25:10,250 --> 00:25:17,460
So, um, with that, we will
catch you in a couple months.

367
00:25:18,280 --> 00:25:18,760
Sandra Pham: Bye, y'all.

368
00:25:19,210 --> 00:25:19,680
Minh Vu: Thanks, y'all.

369
00:25:36,000 --> 00:25:39,090
This project is supported in
part by the City of Austin

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00:25:39,110 --> 00:25:40,750
Economic Development Department.