SXSW
South by Southwest - annual convergence of film, music, and interactive festivals in Austin, Texas each March.
Definition
SXSW (South by Southwest) is an annual conglomerate of festivals, conferences, and exhibitions held in Austin, Texas each March. The event encompasses SXSW Music (the world's largest music industry gathering), SXSW Film & TV, and SXSW Interactive (focused on technology and innovation).
What began as a music festival in 1987 has evolved into a global platform for discovery. Emerging artists seek SXSW showcases to attract label attention, filmmakers premiere projects for distribution deals, and tech companies launch products to influence early adopters.
Why It Matters
SXSW remains the premier discovery event for music, with A&R executives and media descending on Austin to find the next breakthrough artists. A strong SXSW performance can accelerate careers dramatically.
For film and interactive, SXSW provides access to tastemaker audiences who drive word-of-mouth. The event's reputation for discovering talent - from Twitter's breakthrough to Bridesmaids' premiere - attracts industry decision-makers.
Examples in Practice
Billie Eilish's 2017 SXSW showcase preceded her breakthrough, demonstrating how the event serves as a launchpad for emerging artists with industry momentum.
Twitter's SXSW breakout in 2007 established the event as a launching pad for consumer technology, drawing tech companies to Interactive ever since.
Film premieres at SXSW generate acquisition buzz, with distributors making deals during the festival for same-year theatrical or streaming release.