When I attended my first South by Southwest (SXSW) more than 25 years ago in Austin, Texas, the Music component was the primary draw. This year, March 7-15, judging by the number of attendees and events, Music was the least important part.
During SXSW Music’s peak in the 2010s, more than 2,000 performances took place each year, with hundreds more shows at unofficial parties. Last month, however, there were only about 1,000 musical acts and far fewer parties. Meanwhile, the Interactive and Film sections have grown tremendously. The Interactive part was by far the most buzzed about unit, with sessions on quantum computing (QC) and artificial intelligence (AI) attracting oversized crowds. I waited more than 40 minutes to attend three different sections but was shut out each time because the large rooms were already filled.
Still, I learned a lot from the sessions I managed to attend and the people I met. For example, Ethan Scherger of Dell Corporation explained quantum computing in high-level terms for me. “Currently, computing is all done using ones and zeroes. QC uses zeroes and ones and all the numbers in between. It uses qubits instead of bits and can solve complex problems at very fast speeds.” Numerous panels covered such topics as how QC can affect the performing arts, save humanity from the dangers of technology, impact health care, improve city life, and create a better future for everyone through innovation. Many other speakers warned about QC’s potential dangers.
There were also dozens of sessions about AI. Speakers such as author Sandy Carter explained how AI has already transformed many businesses and will continue to do so at warp speed. “AI is more than just a sarcastic parrot,” she said. “It is a tool that can use data to generate new ideas.” She and others spoke knowingly about changes coming up quickly within the year, such as the end of Google as a search engine, the use of imaging rather than text to convey information, and the ability to perform detailed burdensome tasks with the push of a button.
The Film and Television section played host to big names who attended to promote their latest projects. Celebrities present include Nicole Kidman, Paul Rudd, Blake Lively, Seth Rogan, Anna Kendrick, and Ben Affleck. Affleck’s The Accountant 2 and Rosamund Pike’s Hallow Road created the biggest buzz. SXSW also showed a slew of documentaries and short indie films making the rounds by first-time directors as well as by established ones.
There were also mentor sessions with individual talents as well as lectures by luminaries such as Paul Feig (Freaks and Geeks, Bridesmaids), Robert Rodriguez (Spy Kids, Sin City), and Issa Rae (Insecure, Barbie) on the current state of filmmaking.
Rae has been in the news recently because she pulled out of a sell-out show at the Kennedy Center following President Trump’s installation as chair. She spoke about race and social issues, but otherwise, there was surprisingly little talk about political issues at this year’s SXSW, especially in comparison to previous years.
This was also true of the musical artists, who seemed much more concerned with performing than politics. They rarely addressed social topics, even though many of their songs were topical. Since SXSW is an industry event, not meant for the general public, it is best appreciated for presenting relatively unknown talent to music professionals—record labels, disc jockeys, critics, etc.
While there were still big lines at certain events, most showcases were far from full. Many companies and countries that in past years sponsored several days’ worth of line-ups pulled out of SXSW for different reasons, especially monetary ones. A notable drop in energy and excitement occurred after the Interactive and Film sessions ended and the Music section started.
I saw over 70 wonderful acts during my week-plus stay in Austin—which barely touched the surface, with more than 1,000 acts to choose from. Creedence Clearwater’s John Fogarty and Rage Against the Machine’s Tom Morello were probably the best-known performers, and R&B’s Khalid and singer-songwriter Halsey the most famous stars.
The best way to see the most talent without having to waste time traveling from place to place (acts can perform miles away from each other) is to attend a party or event with a wide array of artists. The best example of that was the invite-only BMI Brunch that featured Texas legend Ray Wylie Hubbard (who I had first seen back in 1998 at my first SXSW) as well as new artists such as London’s singer-songwriter Emmeline (making her first American appearance), Los Angeles jazz guitarist Edgar Alejandro, and hip-hop artist J Soulja. The mix of styles kept things consistently interesting.
My six favorite performers at SXSW 2025 reveal the vast array of talent put on display, with acts from all around the globe as well as native Austinites showing audiences the power of music and why we were there to witness it.
- NISATIWA X NOTEP. These two female artists combine traditional Thai music with modern electronic sounds to create something cosmically innovative and ancient.
- Carter Vail. The campy pop-rock of this TikTok sensation lightened the mood by poking fun at himself and the rest of us for our pretensions.
- Twin Shadow. An esoteric artist who has written a novel and made a mark in the fashion world, Twin Shadow introduced his latest album, Georgie, a stripped-down skeletal affair dedicated to his father.
- Emmeline. The British singer-songwriter blends movie dialogue with catchy pop and spoken word elements to create lilting captivating trip-hop.
- La Sécurité. The Montreal-based dance-punk group rocked out and jammed to big beats and odd hooky arrangements.
- Bonnie Whitmore. The Austin-based artist was all over SXSW performing by herself and with others (like Kelly Willis) in the sad-girl role of making the audience feel blue in a good way.
Other notable performances included Kimmi Bitter, Grace Bowers, Garrett T. Capps, Willi Carlisle, La Condeja, Hayes Carll, JD Clayton, Honeyglaze, Pug Johnson, Julien Baker & Torres, Nikki Lane, Lizzie No, Ken Pomeroy, Margo Price, Sir Woman, Brittney Spencer, Aaron Lee Tasjan, Taj Mahal, Tomar and the FCs, Lucinda Williams, Wonder Women of Country, and many, many more.
The music portion of SXSW may be less important than it once was, but it still kicks butt. Let’s hope next year’s event will remain as strong as this one.