Famous faces at this year's South by Southwest Interactive Festival didn't just belong to stars known in the world of technology. Ashton Kutcher, Mindy Kaling and Kevin Bacon were all in attendance at the tech gathering.
The celebrity-company relationship benefits all parties involved. "(Celebrities) see themselves as entrepreneurs in their own right, their careers being a sort of start-up, and increasingly you see them aligning with start-ups and tech in a very tangible way," said Nellie Bowles, senior editor at Re/code. "And though it obviously behooves a start-up to have a celebrity endorsement or investor, it also brings a certain intellectual "nerd" cachet to the celebrity."