Unexpected Discoveries and Key Takeaways from My First SXSW
While South by Southwest (SXSW) calls itself a festival and was originally focused on the music scene back when it started, it is now much more like a Lollapalooza + Sundance + TedTalk spread over 10 days over a mostly 10 x 10 block radius in downtown Austin. I went for my first time on a recon mission this year - because I was already planning to be in Texas - and I had a free place to stay (thanks Maeve!).
After three immersive days in Austin, here are my top takeaways, lessons, and insights from my first SXSW experience:
You can get by and actually enjoy SXSW without getting an official badge! Don't get me wrong I will be buying a badge when I come next year when I have clients featured on stages but as a recon mission I have had very full days learning at sessions and listening to music without having to have an official SXSW badge.
You can volunteer to get badge access - and you can be a paid volunteer (check out Indeed.com). Not a bad way to go if you have the time and flexibility- which I didn’t.
You need to plan - and be flexible in your planning. Before my visit, I gathered insights from resources like the "Dirty Team" and the South by Southwest schedule, along with some personal research, to identify potentially interesting events. Knowing that a badge wasn't a guarantee, I proactively RSVP'd for events to increase my chances of admission. True to form, I even created a Google spreadsheet to map out possibilities – no surprise there for those who know me! However, despite this initial framework, I remained open to the fluidity of the event, allowing my days to unfold organically.
A good panel is made up of a well versed moderator interested in teasing out interesting nuggets and insights, (and who isn't promoting their own business) and panelists who have complimentary, yet different points of view and are truly interested in hopefully inspiring and answering the pain points of the audience not just selling their services. [Shout out to the panel on privacy at Fast Company Grill and Artist for Action panels.]
Happy hour doesn't always mean free drinks, it often means they'll be serving beverages for purchase and giving you small samples. Imagine my disappointment at the Mionetto Salone - when I was only allowed two little Prosecco tastings. Regardless, it was an impressive activation space - even though I was already a fan!
This one is going to cause some controversy, but from my very unscientific study, it appears there are still a significant amount of “bros” in the key positions in many of these SXSW industries. I don't know if this is the nature of the beast, or if their more female oriented counterparts are off fighting causes and doing other things or in the other part of town, but the equation was off. It felt like we needed more power women there. Full disclosure: I know there was much I missed during the first few days of the festival, so check out Cate Luzio and Susan McPherson for their fabulously female SXSW content!
Don't wear white pants to South by Southwest! Everybody - especially in the music industry - wears black.
If you're coming to see music - spend your energy on seeing less well known bands. It's much easier to get into those shows than it is to try and score free tickets to a big name. Maybe the bands you see at the smaller stages will be big names soon enough. Shout out to Sofar Sounds for a fun, eclectic, intimate showcase this year!
Come with a wing person. It is easier to divide and conquer as well as have someone to interact with. I don't mind doing events like these alone but I feel like one plus one equals three if there were some peeps with you to enhance, optimize or maximize the experience.
Always, always, always chat with people. While folks may be there in an official capacity, as per their badge or panelist bio, there is always a great side story, second gig or passion project that you likely didn’t see coming and will likely create a connection.
What now?
The dates for 2026 are already set: March 12 - 16, 2026. If you aren’t following SXSW on one of the social media channels, then you might consider that - or sign up to be on their email list.
If you are planning to go next year, with a badge or not, I highly recommend the Dirty Team and WhoWhatWhenAustin for their comprehensive, constantly updated content on all things SXSW.
Interested in being on panel? The SXSW panel picker process (say that three times fast) is likely to open up this summer. I’ll keep you posted. In the meantime, have a look and the types of panels and sessions that were featured this year to get an idea of what makes compelling content - and who might be some good partners for you and your message?
What events are on your radar this year?