There are three reasons you need this app. First...the quick stage turnarounds at SXSW lead to many bands playing sans soundcheck, so when that Metal band plays right after that Twee band, it means your ears are screwed. The white noise will help ease the inevitable ringing that will follow you back to whatever borough of the world you came from before mid-March. Secondly, some of the top SXSW sponsors are energy drinks. In fact, I can remember a night at the Red Bull party when they literally wouldn't even give me a glass of water unless it had Red Bull in it. When you're twitching at 5am, some chirping crickets might help. And third, if you didn't have the cash to spring for a plush downtown hotel room, it means you're crammed on the couch or in the back of a van with your five best friends. A babbling brook can nicely mask the farting and screwing sounds of your mates.