How SXSW Works For Music
•March 4, 2026
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Why It Matters
SXSW’s integrated, week‑long model transforms the festival into a high‑velocity talent marketplace, accelerating deal flow and cross‑industry exposure for emerging artists.
Key Takeaways
- •SXSW now merges music, film, and tech into a single week.
- •Music programming moved to Downright Hotel after convention center demolition.
- •Overlapping festivals give artists extra showcase night and new tech audience.
- •Artists can secure agency, label, and brand deals within a week.
- •Mentor sessions connect musicians with attorneys, sync reps, and publicists.
Summary
South by Southwest has re‑engineered its format for its 40th anniversary, collapsing the once‑segmented music, film and interactive tracks into a single, seven‑day convergence. The demolition of the historic convention center forced organizers to relocate the music hub to the Downright Hotel in Austin’s Red River Cultural District, creating a dedicated, vibe‑rich space for showcases, panels, and networking events. The new schedule adds an extra night of music programming and runs all verticals concurrently, exposing traditional tech and film attendees to live performances for the first time. This cross‑pollination expands audiences, offers artists a broader pool of industry scouts, and opens fresh revenue streams through brand partnerships and sync opportunities. A vivid illustration came from the Irish band Gurriers, who arrived with no North American representation. Within days they attracted multiple agents, five label offers, and a call from a William Morris agent who hadn’t even attended the festival. Such rapid deal‑making underscores SXSW’s role as a marketplace where managers, attorneys, publicists, and mentors convene for one‑on‑one sessions. For musicians and their teams, the condensed, immersive format means a higher ROI on travel costs and a clearer path to securing representation, publishing, and brand deals. The event’s new structure also pressures artists to be strategic about networking, leveraging mentor slots and the expanded tech audience to amplify their careers beyond traditional touring circuits.
Original Description
This week on the New Music Business podcast, Ari sits down with Brian Hobbs and Dev Sherlock. Brian is the VP of Music at South by Southwest (SXSW), where he spearheads the curation and strategic development of music programming at this legendary Austin-based festival. Since joining in 2012, he’s worked closely with emerging artists, global partners, and cultural tastemakers to expand SXSW’s genre diversity—particularly at the intersection of hip hop culture and international music movements. Dev, the Director of Music at SXSW, programs the festival, helping shape the SXSW’s lineup while working directly with artists, teams, and industry professionals navigating the SXSW ecosystem.
In this episode, we demystify all things SXSW. Whether you’re a veteran or you’ve never been and are wondering if it’s even worth it, this is your deep dive. Brian and Dev break down how this year is massively different from how they’ve done it in the past, what the point of “South By” actually is, and how to approach it strategically. We get into the weeds on networking—what that really means at SXSW, what it looks like on the ground, and how to do it effectively whether you’re an artist, agent, manager, or building a music tech startup. Thinking about applying to showcase? They walk through the timeline, submission process, and what they’re actually looking for. If you’re attending—or even considering it—listen to this first.
Chapters
00:00 Introduction to South by Southwest
02:14 Changes in the Festival Structure
05:43 The Overlap of Music and Tech
08:46 The Role of Live Music Discovery
11:22 Business Opportunities at South by Southwest
19:05 Navigating Official and Unofficial Showcases
23:18 Monetizing Opportunities for Artists
27:58 The Global Impact of the Irish Diaspora
29:48 Travel Concerns for International Artists
30:41 Booking Artists for South by Southwest
34:55 The Application Process Explained
37:57 The Fluid Nature of Artist Bookings
41:42 Understanding Compensation Models
43:52 The Conference Experience at South by Southwest
45:52 Networking Tips for Artists
50:57 Defining Success in the Music Industry
Edited and mixed by Ari Davids-Ergas
Music by Brassroots District
Produced by the team at Ari’s Take
Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
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