OPINION: Has SXSW Abandoned Music?

This morning’s grand first announcement of speakers for Sydney’s South By Southwest Conference was a cavalcade of stars. Thought leaders. Business leaders. Robotics, AI and tech gurus. Ad agencies. 

What was missing? Any mention of the word ‘music’. In fact, in the entire 1000-word press release, the only time music turns up is when mentioning the 300+ (as yet unchosen) artists that will be drafted in to showcase for the delegates... A quick mention in the boilerplate. 

SXSW was a brand built with music. 

Launched in Austin in 1987 as a music event, the festival progressively added film and tech, broadening its remit and becoming an important part of bringing music together with other industries as the tech boom began. Over the years, the event has continued a successful push into tech, film and innovation amid recent criticism that it has lost its musical heart. 

The stand-alone signature music weekend of the Austin event was announced recently to be changing in 2026, with music now being integrated into the main program. Denying that the change marginalised music and in fact stating that the changes will “expand on our current programming, not scale it back”, Brian Hobbs, the event’s Director of Music Programming said the music portion of the event was in fact “leveling up”. 

Here in Australia, the first SXSW Sydney in 2023 was billed as “a city-wide music festival, futurist think tank, a showcase of the latest games, alongside film and TV world premieres and next-gen technology expo.” Music came first. 

Last year, The Guardian said, “The weeklong behemoth relishes its contradictions: punk gigs in front of sponsor logos; toilet paper pop-ups and Taiwanese pop stars; industry legends and new fans”. Not sure that description is as kind as it could be, but music was still featured front and centre. 

Fast forward a few months to 2025, and in today’s announcement, conference programmer Fenella Kernebone says:

“You'll experience dynamic keynote sessions, powerhouse panel discussions, and hands-on industry workshops that deliver practical skills you can apply immediately. With a focus on innovation, leadership strategies, and experience-driven learning, you'll gain fresh perspectives to help you implement meaningful change in your organisation.”

You could be forgiven for thinking this has turned from being a music festival to being about as cool as a Zoom meeting with HR. But then, a very impressive list of 40 speakers rolls out.

Kernebone really has assembled an enviable lineup of great speaking talent. The CEO of GoFundMe talking about fundraising would be interesting. Simran Kaur, founder of Girls That Invest, would be fascinating. Wendy Zukerman from Science Vs would be great to hear from, as would Kyah Bell from the Black Excellence Fund. I could just keep listing from the roll call of legitimately great speakers. 

But what happened to the DNA of SXSW? Surely, out of 40 speakers, at least ONE industry leader from music could have been trotted out for the event’s big first announcement. Of the dozens of conversations being had by our industry about marketing, about regulation, about cultural relevancy, about AI, about IP, nothing specifically for us in the first announcement? 

Ah, but you’re missing the point, I hear them say. Music is part of the greater tech and marketing ecosystem these days. Who needs the music industry when we can hear from tech thought leaders? The music industry is just a tech business anyway!

Is that true? Or is it simply easier to find tech companies and marketers that can buy tickets when their data-driven bushfire already burnt through music town? Tech and music have always been symbiotic bedfellows, but they are not the same.

Music is a business of emotion. Of connection. Of art. Of story. We’ve spent the last couple of decades being told by tech and marketing that those things are not measurable or important, when we in music know they are at the heart of our business. Stories, art and connection are not eye-rolling embarrassments of a bygone era in a world where CPMs and LinkedIn buzzwords have become the currency of the future. We must not be dealt out of the conversation.

Musicians are still welcome to come and play. More than 300 of them will be able to play in front of people with titles like “Change Maker”, “Creative Potential Unleasher”, “Advocate for Creative Innovation” and “Cutting Edge AI Transformation Strategist”.

When SXSW built their brand in this country, it was from bands flying to Austin because they knew they could play in front of people who mattered to their careers. Deals mean meals. Publishers and labels that wanted to sign you. Agents that wanted to book you. Media that wanted to write about you or play your music. When it was announced that SXSW would be coming to Sydney, there was elation around the opportunities that it could bring for music. 

So, what happened?

Is it possible that the music industry just isn’t cool anymore? That live showcasing doesn’t matter to an industry now built on TikTok? That the music organisations that pushed so hard for the government investment to bring SXSW to life have been sidelined, and the event simply needed to move on to more prosperous local industries? Or that there’s just more juice to be squeezed in other industries? 

Or perhaps there’s a massive second announcement set to create conversation from music thought leaders and bring real music deal-makers from all over the world to see those 300+ bands that will be there to create entertainment for those visiting the brand activations?

Surely, those musicians deserve it. There has never been a more important time for music to be front and centre in the national conversation, and it would be a missed opportunity for a brand like SXSW to decide to vacate the field.