All that digital anger stemmed from the view that a corporation the size of McDonald's can and should give struggling musicians more than a Big Mac and a pat on the back. And in the end, the burger giant agreed and decided to compensate the bands that said yes to its proposal (thanks mostly to Ex Cops, who'd already said no).
In addition to up-and-coming acts taking the stage at the sprawling downtown McDonald's tent open to registrants and volunteers, the "experience" touted free wi-fi and free breakfast all day. Hash browns, coffee, Egg McMuffins and Sausage McGriddles were handed out. Life size Ronald McDonald statues stood by for the purpose of taking creepy selfie shots. All in all, the pop-up lounge amounts to the same kind of marketing move already perfected at SXSW by companies such as Samsung and Yahoo. And did I mention the free coffee?