Human’s are story tellers. We have been sending imagined characters on epic journeys since the dawn of time, using well-worn patterns of events to overcome adversity, turning zeros into heroes and providing the template for living a life of meaning. However, in the almost-unimaginable world of today, where our thoughts and symbols are dominated by corporate interests and the consumer is the base unit of culture, we witness new spins on the ancient “hero’s journey.” Presented here is a roughly-edited conversation between myself and Tomas Hererra (a born-story teller and film maker), as we reflect upon our week at the world’s largest music festival, SxSW, a pilgrimage for thousands of talented young artists and musicians hoping to further their own heroic journey. Enjoy.