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.