The Doritos #BoldStage gave music fans an unprecedented amount of control over the SXSW kickoff party on Thursday - letting tweets determine who was named the opening act at the party.
Fans were able to vote for the opener on a star-studded bill that already featured LL COOL J, Ice Cube, Public Enemy and Doug E. Fresh by using the hashtag #BoldStage on Twitter. The winner was Seth Sentry, one of Australia's brightest up-and-coming artists.
The #BoldStage also gave fans control over other aspects of the show Thursday. People were able to tweet about what special effects they wanted to see and even helped select songs from LL COOL J's setlist.