Sex, death and Grumpy Cat: The true meaning of SXSW

(Photo: Helen A.S. Popkin / NBC News)

A small cat. A very small cat. A tiny lump of latte-colored kitty with more than a hint of Siamese, curled up against a pillow on a red velvet couch, bordello Baroque. Klieg lights illuminate the basement of Austin PR firm Fosforus like Havana at three in the afternoon.

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