For Australian musicians and industry professionals, SXSW Sydney isn’t just another festival - it’s the most important global bridge to the American market and beyond.
Since 1987, South by Southwest (SXSW) has been a cornerstone of the global music industry, with its flagship Austin event serving as a critical launchpad for the world’s next great acts. For Australia, the arrival of SXSW Sydney in 2023 marked more than just a local version of the festival.
Now in its third year, SXSW Sydney has firmly established itself as a strategic gateway, connecting our artists and industry professionals to the powerhouse that is the American music market. In an increasingly globalised and competitive landscape, SXSW is paramount to the future of Australian music.
SXSW Sydney
- 13 October to 19 October
- Multiple venues across Sydney
- Over 400 conference sessions, 150 professional development opportunities, 300 music performances, 95 film screenings, 150 games and 400 brand-led events
- More info here
Check out our gig guide, our festival guide, our live music venue guide and our nightclub guide. Follow us on Instagram here.
The showcase where HAIM were discovered
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Consisting of film, interactive media, music festivals and conferences, Austin’s SXSW is essentially a melting pot of the who’s who of the entertainment industries coming together to discover emerging talent. It’s especially recognised as a launchpad for musicians – as well as others across the entertainment industries – and is home to what is widely thought of as the largest music festival of its kind in the world.
Since its Australian inception, SXSW Sydney has seen a plethora of events spanning tech, innovation, games, screen and music. The music arm of the program has been the birthplace for many Aussie musicians, providing a point of entry into the industry for both emerging and established artists. Significantly, SXSW Sydney marked the first time that the event took place outside of North America.
Budding musicians can expect to rub shoulders with the likes of label executives, talent scouts and other industry folk in the know. Austin’s SXSW has seen artists like Grimes, HAIM, Billie Eilish and Kendrick Lamar first garner or boost recognition of their music at the event.
Already in its short history, SXSW Sydney has featured breakout performances from a plethora of prolific Australian musicians. Artists like Miss Kaninna, Hockey Dad and Inkabee have taken on the stage to wide acclaim – and, consequently, burgeoning careers.
Eora-based indie rock band Radio Free Alice is perhaps one of the standout success stories from the Australian showcase. After playing SXSW Sydney in 2023 – with only a single EP under their belt at the time – Radio Free Alice went on to secure six festival offers throughout Asia as a result of their SXSW Sydney appearance.
Since then, the band has played a slew of Australian shows, toured overseas, scored award nominations, and even made an appearance at the flagship SXSW earlier this year.
How SXSW Sydney launches local legends
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In an industry where streaming platforms, radio plays, live shows and social media often drown out individual voices, SXSW Sydney offers a rare chance to cut through the noise. It acts as a one-stop-shop for media industry professionals to discover the new guard of talent making soundwaves in the scene. Last year, SXSW Sydney saw more than 300,000 visits across its seven days of programming, with 315 performances offering a taste of what Australia’s fresh talent sounds like.
While there’s an immense amount of performances at the event, the music arm of SXSW Sydney isn’t your typical music festival. Featuring over 1600 events and networking sessions at 2025’s edition, SXSW Sydney invites professionals from all across the globe to peruse and discuss the future of the entertainment industries.
For performers – whether they’re just starting out or looking for more traction – the event is a treasure trove of opportunity. From international touring to distribution deals, sync opportunities to media exposure, the showcase isn’t just about sticking a foot in the door of the industry; it’s about kicking the whole wall down.
2025’s SXSW Sydney will see execs from a range of festivals from across the globe (like Hong Kong’s Clockenflap and Europe’s Reeperbahn Festival), music supervisors (like Emmy Award-nominated Jen Malone) and a plethora of experts from industries that intersect with music.
SXSW Sydney’s domino effect in the music industry
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As an off-branch of one of the biggest meetings of music industry players in the world, SXSW Sydney’s association with Austin’s SXSW gives musicians a rare platform of attention before they’ve even stepped on stage. The Australian showcase is essentially a gateway to the international market.
Local bands like Radio Free Alice can be fast-tracked to appearing at the US showcase – thus, earning face-time with prized industry players – thanks to their SXSW Sydney start. From there, opportunities in the international – and especially American – music industry are up for their taking.
Because of its American roots and America’s dominance in the global music industry, SXSW Sydney provides a uniquely significant bridge between our own music industry and America’s. But the opportunities of exposure don’t stop there.
The international brand recognition and reputation for discovering artists at SXSW means that Australian musicians aren’t just snagging face-time with domestic players or American counterparts, but also industry people from all over the world.
SXSW Sydney may have just one city’s name in its title, however, the event basically acts like a showcase of talent to industry people from across the Asia-Pacific. While there are plenty of opportunities to transport an act to the American market, SXSW Sydney also provides a unique stage that spotlights Australian talent to our closest neighbours in Asia, inviting even more opportunities and potential for an artist’s global reach.
Strengthening the Aussie music industry from within
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Not only does SXSW Sydney’s showcase of homegrown talent provide an opportunity to flaunt to international investors Australia’s formidable reputation when it comes to producing incredible musicians, but it also signals to domestic industry players the strength of our local industry and artists, subsequently encouraging investment from players closer to home.
There’s no question that the creative industries have been hit hard in the last several years. From the lingering effects of lockdowns to funding cuts in the arts and the current cost of living crisis, numerous hurdles have been faced by Australian musicians.
The opportunity that arises with SXSW Sydney for the Australian music industry to reach out beyond our country borders into the wealth of industries across the globe will not only strengthen our international relations and catapult domestic talent onto a world stage, but also secure the future of our own domestic markets.
It’s not just the Aussie musicians who benefit from events like SXSW Sydney, either. More musicians means more jobs in touring, management, live venues, production and intersecting industries – like hospitality and tourism. Showcasing Australian talent at SXSW Sydney will have ripple effects across Australia, America and the global industry, making clear the paramount importance of the event when it comes to Aussies and the art we create.
For more information on SXSW Sydney, head here.
