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Though it's only Monday morning, much South by Southwest madness has already transpired: We've traversed miles outside town to HBO's legendary West World activation (video to come on that), faked a ride on a private jet at Bravo's "InstaCON" activation for its show "Imposters" and sat in on Uber chief brand officer Bozoma Saint John's chat on Sunday (we also spoke to Michael Barbaro, host of the popular New York Times poidcast, "The Daily").

Read below for that, and more, then keep checking in here today for SXSW updates throughout Monday.

1:18 p.m. Monday

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