Content is the king, right? Maybe not. Content was the king in the 500 years-long literate-mass-media era initiated by Gutenberg's printing press. But it seems the king was deposed on SXSW 2008 and most people didn't notice it yet. Evanescent experiences and participative crowds are claiming back the power they once had in the old villages, radically transforming all the media and communication industries just as they replace the elderly, pre-packed, pre-thought, one-way, inert content.