When inaugural South by Southwest unfolded across a handful of Austin venues in 1987, few could have predicted the effect it would have on the city. What began as a regional music gathering quickly became a global hub for creativity, tech, film, television, and music.
Early music showcases at places like the Electric Lounge and the Continental Club gave rise to a Music Festival and a city synonymous with live music and artist discovery. Packed screenings at the Paramount Theatre and State Theatre helped establish Austin as a major hub for the film and television industry and earned the Film & TV Festival a reputation for electric audiences and career-changing premieres.
Conference sessions that radiated from the Austin Convention Center made Austin a launchpad for ideas and startups that shaped industries far beyond Central Texas, and Innovation Conference programming evolved to include emerging technologies, social impact, design, education, and storytelling in all of its forms.
Each year brought new voices, formats, and ways of gathering, always reflecting the moment Austin itself was living in. Forty years later, SXSW stands as one of Austin’s most influential cultural exports.
For the first time, SXSW programming will run simultaneously across seven days, March 12–18, in downtown Austin. Creating deeper opportunities for the creative exchange with badge-specific neighborhoods that give each community a dedicated space.
SXSW 2026 represents a thoughtful recalibration and a nod to the festival’s roots, with an exciting new footprint that brings more of the festival out into Austin’s iconic venues and refreshed experiences designed with both attendees and the city in mind.
This evolution sharpens the event’s ambition with a more navigable downtown layout that creates spaces for deeper engagement and curated programming that makes it even easier for attendees to find their people, ideas, and moments of inspiration. For locals, it means a festival that feels more in sync with Austin's rhythm.
All of this comes to life through the 2026 programming that pushes SXSW and its attendees forward. Keynote conversations are accessible to all badge types and feature cultural voices such as Jennifer B. Wallace, Aza Rasking, and Rana el Kaliouby, alongside Bob Safian.
The SXSW Innovation Conference spotlights future-facing thinkers, including Amy Webb presenting her 2026 Emerging Tech Report, a social media master class led by former YouTube and Instagram insider John Youshaei, and a conversation by chef, humanitarian, and cultural force José Andrés.
On the film side, SXSW Film & TV opens the festival with I Love Boosters, directed by Boots Riley, alongside headlining premieres including Ready or Not 2: Here I Come, Pretty Lethal, and Over Your Dead Body, as well as a wide range of categorical screenings including documentaries, shorts, series, and XR.
And SXSW Music is back louder than ever. Billboard’s THE STAGE showcase brings headliners Don Toliver, Junior H, and Mau P, while Rolling Stone’s Future of Music showcase spotlights Lola Young, Fuerza Regida, and BigXThaPlug. Additional artists joining the lineup include Sassy 009, La Texana, Deyloyd Elze, Austin’s own Bayonne, and more.
The All-American Rejects are set to headline the SXSW Music Festival Opening Party presented by Rivian.
Each conference and festival offers countless opportunities to connect and discover the values that made SXSW iconic: serendipity, cross-industry convergence, and the expectation of the unexpected. Each session, meet-up, workshop, stage, screening, party, and exhibition is designed to make those moments more meaningful.
As the city of Austin continues to grow and redefine itself, SXSW’s latest chapter feels like a recommitment to creativity, community, and the belief that the best ideas emerge when people from different worlds gather with a purpose.
Those ready to be part of what’s next can secure a badge now to save off walk-up rate and lock in their experience this March. For ultimate access across Innovation, Film & TV, Music, and more, the Platinum Badge offers an all-access pass to everything SXSW.
SXSW 2026 at a Glance
Founded in 1987, SXSW has grown from a regional music event into a global convergence of music, film and television, innovation, education, and culture. Over four decades, it has launched careers, premiered boundary-pushing projects, and helped Austin earn its reputation as a creative capital. Its 40th anniversary marks a new chapter rooted in intention, curated experiences, and a renewed focus on connection.
Key Highlights
- Keynote Speakers Jennifer B. Wallace, Aza Rasking, Rana el Kaliouby, and Bob Safian
- Innovation sessions spotlight Amy Webb, John Youshaei, José Andrés, and more.
- Film & TV Opening Night Film: Boots Riley’s I Love Boosters
- Music Showcases Billboard’s The Stage and Rolling Stone’s Future of Music