As the 2025 South by Southwest (SXSW) Conference & Festivals drew thousands to Austin from March 7-15, it marked not just another year of artistic celebration but possibly the end of an era for this beloved event. The convention center is set to close on April 1 for a massive $1.6 billion renovation, which is expected to reshape the very landscape of SXSW until its completion in late 2028.
This year’s festival offered a diverse stage of experiential marketing activations, featuring some of the most imaginative brand experiences that SXSW is known for. From nostalgia-tinged popups to interactive installations, brands demonstrated creative ways to engage with festivalgoers in what may well be the last traditional SXSW experience for the foreseeable future.
One prominent activation was the Alaska Airlines x Hawaiian Airlines House, hosted at Inn Cahoots on March 9. Here, festival attendees engaged with panels, technology demonstrations, and exclusive previews of airline innovations, including an electronic bag tag and artificial intelligence-powered baggage recognition technology. Participants were able to take the "Vibe Quiz" for personalized travel suggestions, while enjoying mocktails and desserts, and even snagging custom-printed boarding passes.
"Only in Austin" could one find flight attendants participating in choreographed dances at such events, as reported by Event Marketer.
Meanwhile, the Aveeno Oat Oasis transported guests to a soothing escape, featuring palm readings, complimentary oat lattes, and skincare tips from dermatologists. The pop-up also hosted a live recording of the LadyGang podcast, enhancing the overall interactive environment.
For horror fans, Blumhouse created a thrill-seeking opportunity with their ScreamBox, a noise-cancelling booth where attendees could unleash their loudest screams—complete with a decibel meter that ranked their efforts, rewarding the loudest with prizes.
FX Networks added to the excitement with their Alien: Earth experience. On March 7-8, participants embarked on a journey through a ship wreck installation, exploring eerie alien specimens and uncovering details about the new series while interfacing with actors dressed in hazmat suits who heightened the thrilling atmosphere.
But beyond the brand experiences, SXSW remained a pivotal platform for up-and-coming talent. LA-based alt music sibling duo DUPLEXITY, consisting of Savannah and Luke Judy, made their mark by performing at SXSW's Rolling Stone Future of Music stage, where they opened for Benson Boone and debuted their latest single "Not Today," a vibrant anthem celebrating life’s triumphs amid the fleeting nature of success.
"Building a music career doesn't happen overnight. It’s important to build your skills every day to succeed in the music industry," DUPLEXITY shared, reflecting on their journey that transitioned from child actors to indie musicians. The duo’s energy resonated with the audience, as they emphasized the importance of resilience in facing setbacks.
Academic influences were also prominent at SXSW 2025, particularly from Carnegie Mellon University. Expertise from their Masters of Entertainment Industry Management program shone through when students mingled with industry veterans. Daniel Green, the program director, cited SXSW as a fantastic opportunity for students to see real-world applications of their studies.
First-year student Matthew Lipschitz expressed excitement about the connections he had made, highlighting the program’s blend of studio work and festival networking. "I've seen the program grow and become a real powerhouse in the Hollywood community now," remarked Jonathan Baker, a professor involved with the program since its inception. Baker didn't just supervise; he showcased his own production, "The Dutchman," which premiered to a warm audience at SXSW.
In addition to the film’s narrative tackling contemporary race relations, Baker articulated the emotional journey of a producer, likening it to parenthood. Seeing a project develop from conception to festival premiere evokes pride akin to watching a child grow up.
The buzz didn’t stop at music and film. In a groundbreaking session, Sherry Tongshuang Wu and Maarten Sap addressed how to be more effective and mindful users of artificial intelligence. The presentation brought together a packed room, focused on understanding the complexities of large-language models (LLMs) and encouraging critical thinking about their use.
Similarly, Sarah Fox and Nikolas Martelaro unveiled collaborative ideas on how future technologies could reshape public transit systems, showing how academic research is poised to influence real-world changes.
Among the highlights of SXSW 2025, the "Flow" project by Entertainment Technology Center graduate student Linaixuan (Nina) Wang was recognized as a finalist for the SXSW Innovation Awards, eventually winning the Communication Arts 2025 Interactive Competition. The project aimed to immerse audiences in a blend of dance, light, and sound, offering a participatory experience that evoked the passionate spirit of artistic creation.
As SXSW 2025 concluded, the collaborations that unfolded and the voices that were amplified served as a testament to the festival's enduring legacy as a catalyst for creativity, innovation, and connectedness. Whether through brand activations or the raw energy of emerging artists, the spirit of collaboration is what continues to define SXSW, even as it prepares for significant transformations in its future.
