The trials of launching an app at SXSW
13 March 2014 Last updated at 16:29 GMT
Music, film and interactive festival South by South West (SXSW) is underway in Austin, Texas.
About 30,000 people from the digital and creative industries will attend the 10 day festival. It is also a place where technology start-ups try to make splash with their products any way they can.
The tech element of the festival finished on Wednesday and the BBC's North America technology correspondent Richard Taylor spent time following one start-up as it planned to launch a photo sharing app on its first visit to SXSW.