Austin is gearing up for an eccentric showcase as South By Southwest (SXSW) returns with peculiar gimmicks and big-ticket events. The festival slated for March is set to parade a bizarre ensemble, including a Ferris wheel ushered in by Audible and Smirnoff's pickleball courts accompanying their Smash Vodka Soda. The downtown scene will be adorned further with a peculiar 30-foot inflatable turd, courtesy of Poo~Pourri spray, as reported by the Austin Business Journal.
Despite the oddities, the heart of SXSW remains unchanged with innovative performances and the spurring of fresh ideas and cross-industry collaborations. SXSW Co-President Hugh Forrest shared in a February 21 preview, "But what we find in March is that people like coming together at events like this and big events like South by Southwest and at smaller events throughout the year. People like coming together." A sentiment that echoes the resilient spirit in which this cultural convention thrives post-pandemic.
This year, albeit slightly lower than pre-pandemic peaks, the festival anticipates a strong turnout with international attendance bouncing back to around 30%. With under three weeks until kickoff, badges continue to sell, hinting at a robust gathering of enthusiasts and professionals alike. In 2023, the event boasted roughly 220,000 attendees, funneling upwards of $381 million into Austin's economy, a figure presented in a SXSW economic impact assessment. Despite the buzz, SXSW's workforce numbers around 180, a trim from the 220 pre-pandemic staff count, reflecting a broader narrative of recovery within the business landscape.
The festival will not only serve as a ground for disruptive discourse but will also stage directives from industry flag-bearers such as AMD's Lisa Su and Uber's Dara Khosrowshahi. Star-studded performances and film premieres are on the menu with the likes of The Black Keys taking the stage, and athlete-turned-producer Travis Kelce's "My Dead Friend Zoe" among the awaited screen debuts. With the SXSW tradition for surprises, Forrest teased a last-minute keynote announcement on February 27th, as per an Austin Business Journal report.
For those without badges, SXSW hasn't overlooked the community's participation. Free events will dot the calendar, including an open expo at the Austin Convention Center and the Flatstock art showcase. As the chaotic symphony of tech innovations, musical riffs, and silver screen stories descend upon Austin, SXSW is set to offer its traditional mix of professional networking and entertainment, ushering in another chapter of cultural festivity.
