For those trekking to SXSW this year, crowds were noticeably thinner. But that didn’t dilute the experience — in fact, many actually appreciated the extra elbow room. Starting with the tech expo that showcased the latest in music, audio, and visual technology, the panels were informative, as always. Topics ranged from AI, streaming fraud, artist revenue, and sync.
During one interactive panel, producers got to play their music for a panel of sync experts. Participants received instant feedback on placing their songs in films, TV shows, and commercials.
From off-site events at large venues like the main stage at the Texas Recording Academy party to modest ones like a backyard DJ set at the DISCO house event, the SXSW experience was as diverse as always.
American Association of Independent Music (A2IM) President and CEO Richard James Burgess spoke to us outside their annual brunch event. “It is all about the networking at SXSW, although I know there’s much more than that.”
The President of the Music Managers Forum (MMF-US), Neeta Ragoowansi, emphasized the importance of connecting with members during their annual SXSW gathering. “Everyone shows up to show support, be part of this community, and really engage with each other on a very important pillar of our organization — networking. They learn from each other. It’s such a beautiful time, and it makes my heart glow,” she said.
As the Austin Convention Center closed down on April 1st for four years to undergo a massive renovation, SXSW organizers are using this as an opportunity to experiment with the usual SXSW format.
SXSW organizers insist that the event is committed to retaining a core music focus, but critics have had their doubts for a while. Some believe that SXSW has already aggressively diluted their value to the music industry by over-expanding into other areas such as film, TV, and tech.
A SXSW spokesperson told Digital Music News, “With the Conference, Film & TV Festival, and Music Festival all taking place concurrently over seven days, everyone will have the chance to experience the whole of SXSW.”
SXSW 2026 will be two days shorter — but the 6-night Music Fest will now be seven days long. According to SXSW, “A shorter SX gives attendees more of a chance to be here for the entire run.”
Are companies cutting down Travel and Entertainment (T&E) budgets under the industry wide bid to reduce operational costs? T&E is veritably the second largest operational cost for music companies after salaries, and a budget cut would significantly impact SXSW attendance.
Or, maybe SXSW’s reputation as a ‘party’ vs. serious industry core event (that warrants the travel cost and related expenses) is simply no longer worth it for industry professionals.
On the outset, SXSW does seem ready to make the necessary changes to bring back the music crowds. However, what organizers bring to the table for SXSW 2026 could make or break the future reputation of SXSW as a core music industry event.
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Attendance Was Noticeably Down at SXSW 2025 — Will Format Changes for 2026 Bring Back the Crowds? – Digital Music News
