Take Action X SXSW 2025

Artists for Action and the Sandy Hook Promise Foundation came together at SXSW to present two powerful nights of music and advocacy, blending live performances with a mission to raise awareness about gun violence, uplift youth voices, and promote safer schools and communities.

The first night took over Mohawk, headlined by alt-rock legends Everclear, who delivered a high-energy set packed with hits like “Father of Mine” and “Santa Monica.” It was a much-needed dose of classic rock in a festival that’s leaned increasingly indie in recent years. Everclear wasn’t just the right sonic choice—they were the right spiritual choice, too, standing firmly behind the cause and using their platform to amplify its message.

Night two at Empire Control Room & Garage brought an eclectic and powerhouse lineup, featuring Ginuwine, Aly & AJ (who stepped in last minute after Passion Pit’s drop-out), and Mark Barden & Friends. The evening took on a deeply emotional tone with Mark Barden, co-founder of Sandy Hook Promise and father of Daniel Barden, one of the victims of the Sandy Hook shooting. His presence was a poignant reminder of the cause driving this event—gun violence prevention—and he infused the night with personal gravity.

Both Ginuwine and Aly & AJ brought their A-game, tearing the house down with sets that drew in a diverse crowd. While some fans were disappointed that Aly & AJ skipped their iconic hit “Potential Breakup Song,” the duo used their platform to offer much more than music. Between songs, they paused to talk about the importance of gun violence awareness, sharing heartfelt messages of hope and activism in dedication to the victims. It was a night that blended celebration with a sobering reminder of the work ahead—a true testament to music’s power to unite and inspire change.

The atmosphere shifted when Ginuwine took the stage, as the crowd became noticeably more energetic and lively. At 54 years old, Ginuwine proved he still has the chops to deliver a high-energy performance that kept the audience hooked. While the night was filled with great music and chart-topping hits, it transcended entertainment. The event was also a powerful platform for raising awareness about gun violence in America, highlighting the urgent steps needed to address the issue and ensure the safety of our children when they go to school.

Festival Review: SXSW 2025

The annual South by Southwest Festival returned to Austin with another vibrant year of music, film, tech, and brand activations. This year, electric vehicle company Rivian took center stage as a major sponsor, making a strong impression with one of the festival’s most talked-about experiences—a dirt mountain test ride where guests got to hop into one of their electric vehicles for an off-road thrill ride.

Rivian also powered the Radio Day Stage, featuring an impressive lineup that included Mobley, Alesia Lani, Freak Slug, Carpetman, and many more rising artists. To top it all off, they hosted a special music event at the Rivian Road House, just off the Congress Avenue Bridge, where St. Vincent delivered a powerhouse performance that shook the space and reminded everyone why she remains one of the most magnetic performers around.

One of our favorite showcases this year was the JBL Sound Bodega, which took over 3TEN at ACL Live for three packed days of music, energy, and immersive brand experiences. The highlight? A surprise performance by none other than Grammy Award–winning artist DJ Pee .Wee (Anderson .Paak), who lit up the room with a genre-blending, high-energy set.

Beyond the music, JBL kept things fun and interactive with a slew of giveaways—from keychains and sunglasses to portable fans and even their signature speakers. Fans had the chance to score prizes through a nostalgic claw machine or by testing their luck with scratch-off tickets, adding a playful edge to an already electric experience.

This year’s Hook ‘Em House took over Antone’s once again, delivering a two-day SXSW kickoff event packed with energy and local pride. The showcase featured standout performances from Austin’s own Mobley and Shakey Graves, drawing crowds in for a taste of homegrown talent. As always, Hook ‘Em House was a fan favorite during the festival’s opening weekend—thanks in part to its stash of free Longhorn swag, including shirts, pins, buttons, pencils, and a wide variety of Texas-style hats.

SXSW 2025 is already shaping up to look a little different—and yes, you could say this year was a movie. But next year, big changes are coming that will definitely impact how we experience the festival. Most notably, SXSW will be shortened from nine days to seven, with music now running across all seven days—an exciting shift that extends the music programming by two days.

Another major shake-up: The Austin Convention Center will be unavailable starting next year due to a multi-year redevelopment and expansion project, forcing many programming elements to relocate or be reimagined.

Finally, SXSW is changing how badge access works. Starting in 2025, each badge will only grant access to its specific category—music, film, or interactive—with no more secondary access to events outside your badge type. So, for example, music badge holders won’t be able to attend film screenings, and vice versa—unless, of course, you have a Platinum badge, which still gets you into everything.

Festival Review: Sips and Sounds 2025

Sips and Sounds took over Auditorium Shores during the first weekend of SXSW, bringing a star-studded lineup to the heart of Austin. The stacked roster included Khalid, Halsey, AJR, Suki Waterhouse, and Benson Boone, among others—drawing big crowds and even bigger energy.

This one-of-a-kind festival celebrated both music and flavor, with a strong emphasis on Coca-Cola’s latest offerings and the local food scene. Free samples of Coca-Cola’s new Orange Cream Soda were a refreshing highlight—sweet, smooth, creamy, and exactly what the warm spring day called for. Coke created a pop-up market structure that doubled as a drink stand and viewing platform. The second level provided one of the best vantage points of the Coca-Cola Studio Stage, complete with panoramic skyline views.

Cinemark, another major festival partner, brought along a mini movie theater that turned out to be a surprise favorite. Fans cooled off in the cozy, air-conditioned space while snacking on free popcorn and watching a short film—a perfect escape from the midday heat and crowds.

One of the standout performances of the festival was, without a doubt, Khalid. It’s been a while since he’s taken the stage with the same frequency as he once did, so seeing him live again—especially as he ran through hits from his American Teen era—was a wave of pure nostalgia. The crowd sang every word, and for a moment, it felt like we’d time-traveled back to the soundtrack of our late 2010s.

The same could be said for Halsey, who delivered a powerful set after a stretch away from the stage. Her last Austin appearance was back in October, so getting to see her return with that signature intensity felt like a gift—equal parts emotional and electric.

Benson Boone has taken the industry by storm with his breakout hit “Beautiful Things,” and his live performance proves he’s not just a one-hit wonder. His stage presence is electric—impossible to ignore and even harder to forget. We had a good idea of what to expect after seeing him at ACL, and once again, he delivered. His now-signature backflips had the crowd losing it, turning his set into a full-blown spectacle.

Sips and Sounds is a welcome addition to Austin’s ever-growing festival scene—short, sweet, and perfectly timed during one of the best seasons in the city. It fills a unique space in the lineup, offering just the right mix of music, food, and experience. We’re already looking forward to seeing how they top it next year.