A veteran music artist and producer, Rundgren was the first ever Keynote at SXSW Interactive (known at the time as the SXSW Multimedia Festival). During his talk, he discussed the pairing of technology and music through his No World Order project. Released in 1993 on CD-i format, this record merged music with a visual user interface, effectively becoming the first interactive album. He also discussed digital music distribution, which was a new idea at the time but would soon change the industry. He returned to SXSW as both a speaker and performer and won the annual Grulke Prize for Career Act.