What’s Trending has made a name for itself as the source for all things trending online. I think that with the right brand, that understands the importance and value of that, we can create great content together." Megan O’Neill "Brands power what we do," says Lazar. We caught up with host Shira Lazar at SXSW to find out more about What’s Trending’s work with brands. Lazar explains that when working with brands, it’s important to find the perfect equilibrium to meet the brand’s goals without compromising your own goals. "We wouldn’t be around still as a startup, and as a brand ourselves, if it wasn’t for companies like Samsung powering us." What’s Trending partnered with Samsung on their live coverage of SXSW on the ground in Austin. "We talk to [brands] about what they’re working on, their focus and their initiative, and we figure out interesting, creative ways to focus on their goals while also being loyal to our editorial and our community. One of the ways that the daily, live, interactive web show is able to stay up and running is with the support of brands.