For 10 days, Grantland staff writer Rembert Browne is at the South by Southwest Festival in Austin, collecting stories while trying not to die.

Writing about a festival is always a difficult task, because if you're there, you care, and if you're not, there's nothing worse than absorbing the coverage. Because you're not there. This is especially true about South by Southwest, because instead of being a simple weekend, it clocks in at an aggressive 10 days.

Knowing this, and actively trying to not be the worst, I know it's crucial that only the most important things be reported on. The things that don't just matter to those of us currently in Austin. The things that matter to the entire world.

Things like the red carpet of the North American premiere of Spring Breakers.

Back in the spring, when James Franco was shooting Spring Breakers — Harmony Korine's much-anticipated teensploitation crime flick — James shot a video of himself, in character as the corn-rowed drug dealer Alien, singing along to a few bars of his cast mate Selena Gomez's jam "Love You Like a Love Song." Considering the particular confluence of all of those wonderful things (most of all the cornrows, of course), it got no small traction:

Later, in an interview with Vulture plugging his meta-art-General-Hospital project Francophrenia, James downplayed the attention he gets when he does stuff like lip-synch to Gomez: