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The Story of SXSW

From a grassroots start in Austin TX, 1987 to a new, second home in Sydney.

Founded in 1987 in Austin, Texas, SXSW has emerged as the premier destination for creatives across the globe to achieve their goals. What originally began as a music showcase to platform new and emerging talent – with a healthy dose of culture and creativity – soon grew into an event that also celebrates Tech & Innovation, Film and Gaming: proving that unexpected discoveries happen when diverse topics and people converge.

Now, for the first time in its history, SXSW is establishing itself in Sydney, Australia. Positioned at the gateway to the Asia Pacific, SXSW Sydney will bring together creators from across the region and the world to converge upon a city whose natural beauty matches its creative credentials.

Each October, SXSW Sydney will celebrate what’s next in Tech & Innovation, Gaming, Screen & Music, providing another opportunity each year for creators to have a physical touchpoint for collaboration and creativity as SXSW continues in Austin each March.

The event has changed in many surprising and meaningful ways since 1987, but at its core, SXSW remains a tool for creative people to develop their careers by bringing together people from around the globe to meet, learn and share ideas. And maybe have a few once-in-a-lifetime experiences.

About us

“Sydney is home to a diverse and thriving creative community. The spirit of innovation, creativity and adventure is in our dna and we are thrilled to showcase this to the world. Sxsw sydney will be a focal point for innovators, not only from sydney, but all of australia, the asia-pacific region and beyond. Our goal – in october 2023 – is that you will feel the same way I do about this inspiring and thought-provoking festival of discovery. And, if that happens, we’ve all done our job.”

— Colin Daniels, Managing Director SXSW Sydney - June 30, 2022
Inaugural Music Festival
1987

Inaugural Music Festival: 177 Artists and 15 Stages

The first event, held in March 1987, saw an expected 150 registrants swell to 700 on the opening day. As hoped for, Austin’s charm won over the visitors and SXSW took on a life of its own. Notable showcasing artists included Reverend Horton Heat (Dallas TX), Bad Mutha Goose (Austin TX) and Lonesome Strangers (Los Angeles CA). 15 Panels, workshops and sessions took place, featuring Jody Denberg, Jim Dickinson, Kevin Wommack, Joe Nick Patoski, Kim Buie, Mark Josephson, Ernie Gammage and Jeff Whittington.

1994

Inaugural Film & Interactive Events | Music Keynote: Johnny Cash

Remembered for the Johnny Cash keynote/performance, two new events - Interactive and Film - were introduced. The inaugural offering featured eight panel sessions with 36 total speakers and two world premieres and was called the SXSW Film and Media Conference (SFMC). The film and digital communities, still early in the internet’s conception, found a home in SXSW, marking a fundamental shift in how the world viewed SXSW.

Inaugural Film & Interactive Events
SXSW Film Festival
2004

Guillermo Del Toro Brings Down The House With A Rambunctious Screening Of Hellboy At SXSW Film

Alongside SXSW Film, the Music Festival swelled to 1,278 Showcasing Artists across 55 Venues, including Sydney rock band The Church, Petty Booka (Tokyo), Dizzee Rascal (London), Franz Ferdinand (Glasgow), Joan Jett & the Blackhearts (New York), The Killers (Las Vegas), N.E.R.D (Virginia Beach, VA), and Joss Stone (Devon, UK). On top of the jam-packed line-up, Little Richard delivered an iconic Music Keynote.

2007

Twitter Takes Flight at SXSW | SXSW PanelPicker® Launches | Sydney’s own Hoodoo Gurus perform

Twitter ‘caught fire’ at SXSW 2007 when it offered its platform to event delegates, launching the social media company into the stratosphere. SXSW PanelPicker® launched, opening up conference programming decisions to the creative community. For the Music Festival, 1,580 showcasing artists took to the stage, including Amy Winehouse, Lily Allen, Bjorn & John, Public Enemy and Sydney’s own Hoodoo Gurus. At SXSW Film, there was the World Premiere of Judd Apatow’s Knocked Up, including talent features from Seth Rogen, Seth MacFarlane, Isla Fisher, Joseph Gordon-Levitt and more.

XSW PanelPicker® Launches
The Obama’s Iconic Keynotes
2016

The Obama’s Iconic Keynotes | Perth’s own Troye Sivan performs.

Both Michelle and Barack Obama delivered ground-breaking keynotes, alongside Kevin Plank (Under Armour), Andy Puddicombe (Headspace), and Stewart Butterfield (Slack). The Music Festival showcased 2,224 Artists including Iggy Pop, Låpsley, Anderson .Paak & The Free Nationals, and Perth’s own Troye Sivan. Film Keynotes included Nelson George, Gale Anne Hurd, and Elliot Page, with work-in-progress screenings of Keanu and Sausage Party.

2021

SXSW went online amidst the Global Pandemic, bringing unexpected discoveries inside our homes.

Despite the challenge of moving a whole event online, SXSW beat the odds and delivered a stellar line-up. The SXSW Online Conference featured Willie Nelson, Ava DuVernay, Mick Fleetwood, James Cameron and many more. The SXSW Online Film Festival featured a whole range of screenings including Demi Lovato’s TV Series, Dancing with the Devil, while the SXSW Online Music Festival saw performances from Australia’s own Baker Boy, the Chats and Indigo Sparke, and Mercury Prize nominees Black Country, New Road (UK).

SXSW went online amidst the Global Pandemic
SXSW Festival
2023

SXSW Sydney has its inaugural year

From inspiring keynotes, panels and discussions at the conference, to witnessing the next superstars of music and screen at the festivals, holding the future in your hands at the expo, and exploring the exhilarating possibilities of the games industry, the inaugural SXSW Sydney was one to remember.

2024

SXSW Sydney returns for a second year

Discovery awaits the next wave of visionaries and the dates are set, taking place from 14-20 October 2024. We can't wait to see you.

SXSW Sydney returns for a second year

The SXSW Timeline

1987
Inaugural Music Festival

Inaugural Music Festival: 177 Artists and 15 Stages

The first event, held in March 1987, saw an expected 150 registrants swell to 700 on the opening day. As hoped for, Austin’s charm won over the visitors and SXSW took on a life of its own. Notable showcasing artists included Reverend Horton Heat (Dallas TX), Bad Mutha Goose (Austin TX) and Lonesome Strangers (Los Angeles CA). 15 Panels, workshops and sessions took place, featuring Jody Denberg, Jim Dickinson, Kevin Wommack, Joe Nick Patoski, Kim Buie, Mark Josephson, Ernie Gammage and Jeff Whittington.

1994
Inaugural Film & Interactive Events

Inaugural Film & Interactive Events | Music Keynote: Johnny Cash

Remembered for the Johnny Cash keynote/performance, two new events - Interactive and Film - were introduced. The inaugural offering featured eight panel sessions with 36 total speakers and two world premieres and was called the SXSW Film and Media Conference (SFMC). The film and digital communities, still early in the internet’s conception, found a home in SXSW, marking a fundamental shift in how the world viewed SXSW.

2004
SXSW Film Festival

Guillermo Del Toro Brings Down The House With A Rambunctious Screening Of Hellboy At SXSW Film

Alongside SXSW Film, the Music Festival swelled to 1,278 Showcasing Artists across 55 Venues, including Sydney rock band The Church, Petty Booka (Tokyo), Dizzee Rascal (London), Franz Ferdinand (Glasgow), Joan Jett & the Blackhearts (New York), The Killers (Las Vegas), N.E.R.D (Virginia Beach, VA), and Joss Stone (Devon, UK). On top of the jam-packed line-up, Little Richard delivered an iconic Music Keynote.

2007
XSW PanelPicker® Launches

Twitter Takes Flight at SXSW | SXSW PanelPicker® Launches | Sydney’s own Hoodoo Gurus perform

Twitter ‘caught fire’ at SXSW 2007 when it offered its platform to event delegates, launching the social media company into the stratosphere. SXSW PanelPicker® launched, opening up conference programming decisions to the creative community. For the Music Festival, 1,580 showcasing artists took to the stage, including Amy Winehouse, Lily Allen, Bjorn & John, Public Enemy and Sydney’s own Hoodoo Gurus. At SXSW Film, there was the World Premiere of Judd Apatow’s Knocked Up, including talent features from Seth Rogen, Seth MacFarlane, Isla Fisher, Joseph Gordon-Levitt and more.

2016
The Obama’s Iconic Keynotes

The Obama’s Iconic Keynotes | Perth’s own Troye Sivan performs.

Both Michelle and Barack Obama delivered ground-breaking keynotes, alongside Kevin Plank (Under Armour), Andy Puddicombe (Headspace), and Stewart Butterfield (Slack). The Music Festival showcased 2,224 Artists including Iggy Pop, Låpsley, Anderson .Paak & The Free Nationals, and Perth’s own Troye Sivan. Film Keynotes included Nelson George, Gale Anne Hurd, and Elliot Page, with work-in-progress screenings of Keanu and Sausage Party.

2021
SXSW went online amidst the Global Pandemic

SXSW went online amidst the Global Pandemic, bringing unexpected discoveries inside our homes.

Both Michelle and Barack Obama delivered ground-breaking keynotes, alongside Kevin Plank (Under Armour), Andy Puddicombe (Headspace), and Stewart Butterfield (Slack). The Music Festival showcased 2,224 Artists including Iggy Pop, Låpsley, Anderson .Paak & The Free Nationals, and Perth’s own Troye Sivan. Film Keynotes included Nelson George, Gale Anne Hurd, and Elliot Page, with work-in-progress screenings of Keanu and Sausage Party.

2023
SXSW Sydney returns for a second year

SXSW Sydney has it's inaugural year

From inspiring keynotes, panels and discussions at the conference, to witnessing the next superstars of music and screen at the festivals, holding the future in your hands at the expo, and exploring the exhilarating possibilities of the games industry, the inaugural SXSW Sydney was one to remember.

2024
SXSW Sydney returns for a second year

SXSW Sydney returns for a second year

Discovery awaits the next wave of visionaries and the dates are set, taking place from 14-20 October 2024. We can't wait to see you.

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