You've probably heard of SXSW even if you’re not in the tech/artistic/gaming sphere. It’s an enormous international conference that highlights and celebrates the intersection of art, technology, and innovation.
So, why should you be excited about SXSW? How did this whole thing get started in the first place? And what can event-goers expect in the future?
Find out about the background of SXSW so you can be in the loop on one of the world’s most well-known conferences.
The name “South by Southwest” is a play on the name of the 1959 Alfred Hitchcock film North by Northwest.
What is SXSW?
First of all, SXSW stands for “South by Southwest.” It was originally a music festival held in Austin, Texas, USA. Now, it has become synonymous with creativity, innovation, and cultural exchange on a global scale.
Today, you can find events revolving around major innovations in tech, indie film and major motion picture showcases, up-and-coming musical artist and legacy musician performances, live gameplay in various mediums, and more!
Industry contemporaries and those with an interest in these industries love attending the conference to experience collaboration and innovation.
Over the course of a week in October, attendees will be able to view panels, expos, and more, immersing themselves in the amazing world of SXSW Sydney innovation. Meanwhile, the Austin SXSW is held in March.
A Brief History of SXSW
SXSW was founded in 1986 by Roland Swenson, Louis Black, and Nick Barbaro, with the goal of showcasing local musical talent and fostering a sense of community among artists. Austin, known for its vibrant live music scene, was the perfect backdrop for such an event.
The reason for the development of SXSW? The founders believed that Austin’s local music talents were severely underappreciated. They may have had some recognition in Austin itself but they had no chance to expand and share their talents with outsiders. The founding group also realized that the same must be happening all over the US, and maybe even the world!
SXSW was founded as a way to connect people who otherwise might not ever meet. The setting was intended to be a way for industry professionals from all tiers to be able to mingle, perhaps sparking new collaborations and allowing the secluded local talent to expand, gaining their well-deserved recognition.
Remember, this was all happening in a time before the internet, before most anyone even had email. Artists and industry professionals didn’t have an effective, quick, easy, affordable way to connect.
SXSW was a revolutionary development, breaking down the barriers between people who, given the chance to meet and collaborate, could make some beautiful art together.
The first SXSW was held in Austin, TX from 12th to 15th March 1987.
The First SXSW
The inaugural SXSW, held in March 1987, was an instant success, attracting over 700 attendees. This overwhelming response highlighted the demand for a platform where emerging artists could share their work, and it set the stage for the festival's future growth.
Record producer Huey Meaux was the keynote speaker for that first year. There were 15 panels, workshops, and sessions, in addition to 170 acts performed in various venues all over the city. The promotion of local artists and tourism was a great boon to local businesses, so the public reception of the conference was generally very positive.
SXSW Over the Years
In its early years, SXSW was primarily a music festival, focusing on the diversity of Austin's local talent. However, it quickly became apparent that there was potential for expansion beyond just music.
The festival began to include film and interactive media, expanding more and more into those themes over time. By 1994, SXSW added the “SXSW Film and Multimedia Conference” to the lineup, creating the unique music, film, and technology intersection that SXSW is famous for today. The interactive component of SXSW became a major draw for startups and entrepreneurs as a hub for digital innovation.
SXSW's influence has extended beyond the United States, attracting international attendees and participants who recognized the festival's potential for global networking and cultural exchange. This international interest laid the groundwork for SXSW's expansion into other countries. There have been many spinoff festivals around the globe, as well as many festivals inspired by SXSW (but are not directly connected). Today, SXSW hosts conferences in Toronto, Canada (NXNE “North by Northeast”) and SXSW Sydney, in Australia.
In its 22 years, SXSW has grown from a tiny music festival in the Texas capital into a massive, unavoidable media beast that reflects, discusses and showcases trends in culture and media but also often creates them.
National Post
What Does the Future of SXSW Look Like?
Since the advent of SXSW, Austin’s music and culture scenes have become famous for their vibrance and excitement. Additionally, the conference is now considered one of the hottest of hotbeds for announcing and developing innovation and creativity. Over the years, many tech companies like Twitter and Foursquare have made monumental announcements at SXSW.
SXSW Sydney premiered in 2023, so it's still a really new feature in Australia. The 2023 Sydney conference was a success, and SXSW is positioned to have another great year this upcoming October 2024 full of free events as well as paid.
No doubt, if SXSW Sydney continues to thrive, Australia can expect a boom in the creative realm as local artists and tech innovators gain access to a global stage. Additionally, conference-goers from around the world will visit the Land Down Under every year, bringing unique challenges and opportunities in the tourism sector.
Event organizers invite interested parties to apply for the Music, Interactive (Tech), or Film showcases. Attendees can buy tickets through the official SXSW website. There are different rates and levels of admission. You can typically purchase a ticket for a specific showcase or multiple. Locals can typically pay less for admission. The conference is usually about 10 days long with different showcases being held on different consecutive days. The schedule is typically available on the SXSW website about 1-2 months in advance.
Highlights in SXSW Over The Years
What are some of the most exciting and memorable moments of SXSW since its inception? There’s a reason SXSW is globally famous! Some moments are instantly recognizable as being pivotal ones. Others can be looked back upon as being momentous because of what resulted from it later on.
Here are some of the most significant events in SXSW history. We've focused mostly on music since it's what the festival was originally about and it's easier to summarize in a short article. You can see how the event has grown year by year.
1987
The first SXSW is held in March in Austin, TX.
700 attendees, 15 stages, 177 artists.
1988
27 stages, 415 artists, including Billy Ray Cyrus.
1989
26 stages, 349 artists, including Gin Blossoms and some German artists.
1990
23 stages, 424 artists
1991
27 stages, 512 artists, including Dixie Chicks (now the Chicks) and Barenaked Ladies.
1992
Michelle Shocked made a statement about social issues. The outdoor stage debuted. Willie Nelson and T Bone Burnett performed. 392 artists.
1993
First year in the Austin Convention Center. 468 artists, including Everclear and Lisa Loeb.
1994
SXSW Film & Multimedia Debuts
The Hanson brothers attend to try to find a manager. 482 artists, including Johnny Cash and Beck.
1995
The Film & Media conference split into separate ones (there are now 3 conferences including Music). 467 artists, including Cake, Blues Traveler, Wilco, Soul Asylum.
1996
664 artists, including Iggy Pop, Blink-182, Spoon.
1997
788 artists, including Jimmy Eat World.
1998
Native American Night Showcase event debuts. 1015 film submissions. 834 artists, including Sonic Youth, Black Eyed Peas, Queens of the Stone Age.
1999
829 artists, including Death Cab for Cutie, Tom Waits, The Flaming Lips.
2000
970 artists, including Tenacious D, Cypress Hill, Modest Mouse, Tegan & Sara, John Mayer.
2001
1012 artists, including The Strokes, White Stripes, My Morning Jacket, Astrid, Black Crowes.
2002
First performances at Auditorium Shores. 1035 artists, including Norah Jones, Polyphonic Spree, The Datsuns, They Might Be Giants, Neil Finn, John Butler Trio.
2003
1100 Artists, including The Black Keys, James Blunt, Decemberists. Film “The Revolution Will Not Be Televised” debuts.
2004
1279 artists, including The B-52’s, The Church, Franz Ferdinand, Joan Jett & The Blackhearts, The Killers, Snow Patrol.
2005
1331 artists, including Fatboy Slim, Dr. Dog, Billy Idol, LCD Soundsystem, M.I.A., Wolfmother. The mumblecore film genre is born.
2006
Video Games as a Topic is Added to SXSW Interactive
1493 artists, including Arctic Monkeys, Flight Of The Conchords, Morrissey, The Pretenders, Sia.
2007
1580 artists, including Amy Winehouse, Lily Allen, Hoodoo Gurus, Kings of Leon, Tom Morello’s Nightwatchman. Twitter as a concept is announced.
2008
1809 artists, including Ice Cube, Bon Iver, Katy Perry, MGMT, R.E.M., Vampire Weekend, Van Morrison. Mark Zuckerberg is interviewed by technology journalist Sarah Lacy. Comedy night is added to the schedule.
2009
1987 artists, including Metallica, Kid Cudi, Mumford & Sons, Big Boi, Devo. Foursquare is launched at SXSW.
2010
1978 artists, including Miike Snow, Cheap Trick, Band Of Horses, Stone Temple Pilots, Paul Wall, Marina & the Diamonds. “Tiny Furniture” premieres. Magnolia Pictures buys “Monsters” the same night it premieres.
2011
2098 artists, including Charles Bradley, Big Freedia, Fitz And The Tantrums, Skrillex, Wu-Tang Clan, Foo Fighters. SXSW gets more recognition as a global festival.
2012
2286 artists, including Bruce Springsteen, Lionel Richie, A$AP Rocky, fun., Ed Sheeran, The Shins, Fiona Apple, The Lumineers.
2013
2278 artists, including Prince, he Zombies, Icona Pop, Earl Sweatshirt, & Chvrches, Macklemore & Ryan Lewis, Alt-J, Pharrell Williams, Kendrick Lamar, Vampire Weekend, Solange, Green Day. Elon Musk is the keynote for SXSW Interactive. SXSW Gaming and SXSW Gaming Expo are added to the official events roster.
2014
2371 artists, including Coldplay, Tove Lo, Gary Numan, The Strypes, Wix Khalifa, Blondie, Snoop Dogg. TV series are added to the film portion. The Oculus Rift VR headset debuts.
2015
2266 artists, including Leon Bridges, Courtney Barnett, Perfume, Stromae, Ghostface Killah, Chance the Rapper & The Social Experiment. 145 feature films were screened. The swearing-in ceremony for a federal government employee was hosted.
2016
2224 artists, including Kacey Musgraves, Charli XCX, Troye Sivan, Deftones, Dua Lipa. President Obama and Michelle Obama give speeches and begin planning South by South Lawn at the White House for October.
2017
2085 artists, including Garth Brooks, Lady Antebellum (now Lady), Lizzo, Sigrid, Lil Wayne, Jain, The Avett Brothers, The Chainsmokers, Lana Del Rey. “Handmaidens” walk around Austin to promote The Handmaid’s Tale. A popup Los Pollos Hermanos restaurant opens to promote Better Call Saul.
2018
2058 artists, including Billie Eilish, Jay Park, Khalid, Starcrawler, Keith Urban, Snail Mail, Stella Donnelly, Hatchie.
2019
1964 artists, including Angie McMahon, The Beths, IKON, Edie Brickell & New Bohemians. Some forums with presidential hopefuls took place.
2020
Impacted by the Pandemic, Online Sessions are Utilised.
The entire event is cancelled. However, the film festival collection is released on Amazon Prime Video for would-be attendees to enjoy. Various celebrities hosted weekly SXSW Sessions Online.
2021
A much smaller virtual event is held. 238 artists perform online shows, including Indigo Sparke, Yung Baby Tate, and Steady Holiday. Miniseries, films, and speeches were also released online.
2022
The first SXSW hybrid (in-person and online) conference. 1500 artists, including Dolly Parton, Shawn Mendes, Sammy Hagar And The Circle, Japanese Breakfast, Wet Leg performed in-person.
2023
SXSW Sydney Premieres
1577 artists, including Armani White, Balming Tiger, Blondshell, KX5 ( Kaskade & Deadmau5), Remi Wolf. SXSW Sydney is held for the first time in October.
2024
1200+ artists, including The Ayoub Sisters, Hinds, Johnny Jewel, Lo Moon, Pink Pablo.
The March 2024 SXSW in Austin saw about 229,000 attendees (on YouTube and in person). The October 2023 SXSW in Sydney saw about 97,500 attendees.
Other Big Names
It’s too much to list every big name that has ever graced the SXSW stage, especially in a simple timeline.
In the worlds of film, tech, and video games, many, many other influential people have given panels, been keynote speakers, showcased their projects, or were otherwise involved in the conference.
To give just a few names:
- Anne Wojcicki
- David Fricke
- Dr. Neil deGrasse Tyson
- Edward Snowden
- Guillermo del Toro
- Guy Clark
- Julian Assange
- Kid Leo
- Lady Gaga
- Larry Page
- Lou Reed
- Marie Kondo
- Neil Gaiman
- Quentin Tarantino
- Scott Heiferman
- Sean Parker
- Steven Spielberg
…and all the popular, influential actors, producers, directors, icons, and other folks you’d expect!
Not to mention all the individual pieces of media that debuted or were showcased at various SXSW festivals!
Why Did SXSW Expand to Australia?
Australia's connection to SXSW dates back to the early 2000s, when Australian artists and industry professionals began attending the festival in Austin. Australia's music scene, known for its diversity and creativity, found a natural synergy with the ethos of SXSW. Australian acts like The Temper Trap and Courtney Barnett made their mark at the festival, gaining international recognition and helping to pave the way for other Australian artists.
Recognizing the potential for further collaboration, SXSW organizers began to explore the idea of bringing the festival to Australia. This interest culminated in the first official SXSW Sydney event, which took place in October 2023. The event, like the Austin conference, combined music, film, and interactive media.
SXSW Sydney attracted a diverse lineup of local and international talent, highlighting the creativity found in Australia. With SXSW Sydney set to take place again in 2024, Aussie talent will have another chance to shine on the world stage!
SXSW started from humble beginnings. Now, it’s a well-established platform for people from many different areas in many different industries to exchange ideas, showcase their work, and broadcast information to the world. What will SXSW Sydney 2024 have in store? We can’t wait to find out!
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