Founded in 1987 in Austin, South by Southwest has grown into the ultimate gathering spot for creatives from around the world. Journey through its history and discover how speakers, artists, and filmmakers have shaped SXSW over the years, along with a few public events that are free to attend.
SXSW official dates are March 12 - March 18, 2026.
It all began with a shared belief among a group of creative Austinites: some local talent was just as skilled, if not more, than the global icons they all knew and loved. The missing piece, however, was visibility.
There was a gap in exposure, an absence of connection to global audiences.
Thus South By Southwest had its first debut in 1987. The first seven years saw steady growth, but SXSW ’94 marked a turning point, especially with the iconic Johnny Cash keynote and performance.
That year also saw the introduction of two new events, Interactive and Film, which would fundamentally change how the world saw SXSW. As the internet was still in its early stages of transformation, both the film and digital communities discovered a new home at the festival.
Today, the annual March event is widely considered a must-attend for global professionals, offering a range of events, music and comedy showcases, film and TV screenings, world-class exhibitions, professional development and networking opportunities, tech competitions, awards ceremonies, and more.
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This year’s announced keynote speakers include Jamie Lee Curtis, Steve Carell, Jennifer B. Wallace, Axa Raskin, José Andrés, Rhett and Link, Li Fan, Jack Conte, Larry David, The All American Rejects and many more. Beyond speakers SXSW hosts an impressive array of concerts, film screenings, exhibitions all over the city.
Other highlights include:
Flatstock
Looking for the perfect centerpiece for your gallery wall, a concert poster of your favorite artist, or even a sticker referencing a specific meme from 2016?
Look no further than Flatstock. The best concert posters have always captured both the essence of the music they promoted and the spirit of the time in which they were produced.
More Information: HERE
SXSW’s Reimagined Downtown Footprint
With the Austin Convention Center temporarily closed, SXSW 2026 is spreading across downtown Austin in a more decentralized, walkable way.
Events, exhibitions, and experiences will pop up in hotels, theaters, and unexpected venues, giving the festival a more exploratory, citywide feel, very “old SXSW” energy.
The SXSW Expo
SXSW 2026 features a dynamic lineup of exhibitions that showcase creativity, innovation, and emerging technology across multiple disciplines.
Badge-holding attendees can explore everything from global business trends in the International Innovations Expo to cutting-edge breakthroughs in tech at the Emerging Tech Expo, plus virtual/augmented reality experiences at the XR Experience.
These exhibitions are designed to highlight interactive installations, art exhibits, performance showcases, and forward-thinking concepts that push the boundaries of what’s possible.
More Information: HERE
SXSW EDU EXPO - Free and Open to the Public
Mar 11, 2026 9:00am – 4:00pm CT Austin Marriott Downtown - Moontower Hall
See the floor plan here: https://sxsw2026-edu.expofp.com/
Since 1987, the event has evolved in numerous surprising and impactful ways. However, at its heart, SXSW continues to serve as a platform for creative individuals to advance their careers by uniting people from all over the world to connect, learn, and exchange ideas.
