There’s no escaping the fact that SXSW Sydney – Australia’s iteration of Austin’s tech, music and film event, now in its third year – is absolutely beset by brands. In Tumbalong park on Saturday, families who had arrived for a free concert for kids meandered around the garish yellow CommBank Tour zone, as a line wound its way into the giant L’Oréal tent. But metres away at the International Convention Centre, inside the halls dedicated to gaming, the corporate influence was more muted.