The SXSW recap: A Story of Recalibration
What hooks you in? Maybe it’s a headline. Maybe it’s the words “SXSW isn’t what it used to be”. Mine is just good old-fashioned storytelling.
Across industries, events, and cultures, we see swaths of people both internationally and domestically who reign down on Austin - the folks that long for the nostalgic OG SXSW and the intersection of the tech x hipster communities that come through. This is no regular conference or a little pop-up; it is a perfect encapsulation of what we are seeing in the world.
Mentorship
This year marked my 5th in a row. I was even selected as a mentor this year, which granted me access to a platinum badge.
Mentorship is a beautiful thing for me. It’s allowed me to learn, grow, and nurture relationships, expand my networks, and build confidence. Given my many mentors, reverse mentorship from mentees, and years of experience, I want to pay it forward. I’ve applied a few times and finally got selected.
You get one day where time slots are given. You don’t know who the people are who will come to see you. And some people walk up as well. It was really interesting to see who would want to talk, and even what they thought my expertise would translate to them entirely. It was an honor to do so. I really valued seeing the perspective from attendees of SXSW who frequent the sessions to learn and to meet people. Because much of my experience tends to be a bit different…
Community
I’ve had the pleasure and privilege to represent and execute some of the best activations and events in the last 5 years of SXSW (all ego aside, I have it on good authority to share that sentiment, and I’m proud of it as it takes some truly incredible partners, colleagues and clients to do it). Some of those have become a very good reason to share stories and see what worked as much as what doesn’t work.
The activations and events have become so synonymous with SXSW. It continues to be a reason for people to attend, which is a fundamental reason why I love this event. I also have a strong connection to Austin TX, and many friends live here, so there’s that too!
Funnily enough, if you spend enough time researching SXSW, you end up really dissecting the evolution. Go through Reddit posts; it’s both hauntingly funny and endearingly fascinating to see different comments on what SXSW was, or what is SXSW becoming, or anything else in between. Dig deeper, and you find people passionate enough to find every event, activation, performance, and content there is to share with the public (shout out to The Dirty Team, Ausnio, and many experiential people who create spreadsheets to share). All for free! In all my years of spanning events and the sheer respect I have for our experiential industry, I have never seen a community drive so much engagement and create interactive maps or documents for others.
SXSW Activations & Events
I was so grateful and happy to finally attend the Preacher (a creative advertising agency within the Austin community of Austin) Party. For some, they’ve gone many years. Others only more recently. This was my first time, and I can confidently and happily share how innovative and immersive it truly was.
Finding cow figurines hidden throughout the office to redeem for an ice cream from a guy in a cow costume
A beautiful and elegant art gallery
A butter sculpture and a Ranch Dressing room.
Using local food and coffee outside and being authentic about it.
A gospel karaoke room.
To share a wealth of knowledge for this year's experiential endeavors, here’s a recap:
Yahoo with the Scout Inn. Cowboy western theme with custom cowboy hats, drinks, and DJ/performances. Really great way to activate over on the east side of Austin that I feel should be more widely utilized.
HubSpot taking over Soho House & Co in Austin. Amazing programming throughout the day and to catch Kipp Bodnar and Patrick Damer speaking. Plus, a custom embroidery giveaway and lounge area that would allow for educational opportunities with HubSpot team members.
Unwell had its takeover of Lustre Pearl. A superb space normally, and with this takeover had many opportunities for interactions. A pool dunk, carnival-like games for prizes, and opportunities to feel part of the community from Alex Cooper, who made an appearance herself.
Amazon Prime Video & Amazon MGM Studios Invincible “Burger-Mart”. A fun pop up in the midst of SXSW. The diner atmosphere really leans into it and provides that consumer journey to feel part of a show.
JBL Professional really came in on its second year with a quality takeover. Last year was all about the “bodega” theme, this year is all about the “library” theme with its Live-brary experience.
Netflix Peaky Blinders setup and activation. Certainly a big contender for one of the best during the event. Special appearances by actors of the show themselves, full on tattoo parlor, an old-fashioned photo booth, barber outside, and a bar service that brings that 1920’s themed look and feel.
Paramount+ Lodge returns. This returns with another selection of IPs from the streaming giant that brings the immersion to fans. Landman is a top one that really gravitates people to it.
RYZE Coffee. The whole setup really does grab your attention. The colors pop out. The welcoming environment that brings people together. Giveaways and lattes. The mobile truck is a standout.
Recalibration
Now I’d be remiss not to share some feedback. However, I want to preface that in my own critique, I am someone who frequents activations and events, so I try to lend a fresh perspective when going through these activations. I noticed people who were completely unaware of SXSW or what an activation even is. They were enamored by certain pop-ups that make you really wish you saw these things for the first time again. Because it is truly a wonder no matter how you put it.
With that said, I know many people have seen the evolution of some of the brand activations fall short of true emotional storytelling, multi-sensory engagements, and detail oriented thematic elements. We can tie it back to budget cuts, geopolitical issues, cutback on tourism, or the current progression of the demolished convention center which will become an opportunistic goldmine when the new one is completed. SXSW has always changed. But we already knew that!
We can’t please everyone. Some people asked about my hot take this year. I said it was a bit fragmented. Neither good nor bad in nature, just the reality of the current state of things. It was a bit hard to know where to go. Or have a solid anchor point. On the other hand, some really enjoyed that it brought the allure of the original SXSW feelings to discover bands, catch some indie screenings, or have that sense of adventure.
Quality over quantity. Time spent doing something is better than time spent doing nothing. For the last five years I have always made it a mission to experience the activations from a thought leadership perspective as well as building relationships. While I love the spectacle, I appreciate the slow-down nature. I caught one of my favorite bands, Hermanos Gutiérrez. Got to really soak up the activations even while running around and catching up with people. Even had the opportunity to enjoy more of the art scene and everything I love about Austin.
At the end of the day, in events (and life itself), it’s about the emotion you feel and the memory you take away.
My takeaway is that it was fragmented, but opportunistic. My emotional journey was filled with curiosity and some inspiration. My memory is of gratitude and connection.
Isn’t that the point?
A Final Ensight:
The next evolution of SXSW won’t be about bigger footprints or louder moments. It will be about intentional ecosystems.
Experiences that don’t just live in one place, but ripple across the city. While some depend on exclusivity, it will eventually lead to inclusivity and provide a unique multisensory environment.
Moments that reward curiosity. Spaces that feel discovered, not advertised. Experiential Exploration!
