Beck played at an industry event at SXSW. Johnny Cash played first (with the Bad Seeds backing him), followed by the Woggles, Hatdog, and finally Beck.
Beck often tells the story of his adventure at SXSW, and meeting Gibby from the Butthole Surfers after his performance.
In the Mellow Gold 10th Anniversary Documentary, Beck's drummer Joey Waronker remembers this as "probably the most fucked-up, musically, show I've ever played." Despite it being a huge industry event!