SXSW Isn’t Dead. You’re Doing It Wrong.
I’ve always had a complicated relationship with SXSW.
On paper, it sounds… fine: industry people everywhere, showcases stacked wall-to-wall, “opportunity” waiting behind every handshake.
But I’m more of a “one concert in a proper listening room, home by 11pm” kind of person these days.
The 3am search for tacos after 12 hours of Shiner Bock?
Hundreds of people crammed into a closet shouting over the latest genius on “stage”?
Another nothing-burger panel that sounds like 4 unrelated LinkedIn posts got put in a blender?
I can’t even.
And for the average working artist—juggling jobs, families, and a limited budget—the whole thing can feel scattered, expensive, and… questionable.
So when the debate came up—
“Is SXSW even worth it anymore?”
…I had my finger hovering over the NO button.
Then Darryl Hurs stepped in and ruined my cynicism. (In the best way.)
Darryl is the founder of Toronto’s Indie Week festival and DIT Community, and an expert in the cultural export of music.
And according to him? SXSW is still absolutely worth it. You’re just thinking about it wrong.
Check out Darryl's tips below. Because it's solid advice for most music events, conferences, and festivals — not just SXSW.
Reframe the Purpose of SXSW
The first—and most important—shift:
“If you’re going thinking you’re going to be discovered… you’re going to be disappointed.”
SXSW is not a discovery machine.
It’s not a talent lottery.
And it’s definitely not going to magically fix your career in one week.
It’s something else entirely.
“Working the room is probably more important than the showcase.”
SXSW is a relationship accelerator.
It compresses months—sometimes years—of networking into a few days… if you approach it intentionally.
Because in that one city, at that one moment, you’ve got: labels, platforms, journalists, managers, publicists, festivals, distributors, promoters, booking agents, and more.
The SXSW Strategy Most Artists Miss
Most artists show up with hope instead of a plan.
They wander.
They react.
They chase moments.
They leave overwhelmed… with very little to show for it.
Darryl’s advice is blunt:
“You should have all your meetings lined up a month before you go.”
That means:
- Research who’s attending
- Reach out early
- Book time intentionally
And then—this is the part few artists do—anchor everything.
“Find one place… have all your meetings in one place.”
Instead of zig-zagging across Austin and missing half your schedule, pick a single location—a coffee shop, a hotel lobby—and stack your meetings:
10:00, 10:30, 11:00, 11:30, 12:00,...
Then stop.
“Around 1pm, you want to stop meetings… go to the mixers.”
Where the Real SXSW Magic Happens
The afternoon and evening mixers?
That’s where this whole thing comes alive.
This is where:
- International delegates gather
- Music export offices host events
- Brands and organizations meet artists
- Industry folks are actually open to conversation
“You get to meet the people behind the brands… in one city.”
Didn’t land the meeting earlier? Find the mixer.
“You can go to the mixer and hunt down that person… and they’re open to conversation.”
Because that’s literally why they’re there.
Mixers don’t just fill gaps in your schedule—
they create opportunities you couldn’t have booked in advance.
A Subtle but Critical Insight
One of the most honest observations Darryl shared:
Everyone is “selling.” Nobody is buying.
Read that again.
Everyone has an agenda. Just like you.
So instead of trying to “close” something on the spot:
- Make the connection
- Be memorable (in a good way)
- Follow up afterward
Keep the interaction about the relationship—not the immediate result.
Because after SXSW?
“Follow-up is the key.”
Cost: The Elephant in the Room
Yes—SXSW can be expensive.
But it doesn’t have to be.
- You don’t need an official badge to sit in a coffee shop and take meetings
- Many events are free
- You don’t need a $400/night hotel (drive 15 minutes out and save yourself)
There are ways to show up without torching your savings.
Commit to Two Consecutive Years
This one might sting a little. But it’s smart.
Your first year? You’re learning the terrain. The rhythm. The chaos.
Even with a solid plan, it’s a lot.
Your second year?
That’s where things start to compound.
You’re sharper. More efficient. More intentional.
Less wandering. More connecting.
Protect Your Health (Seriously)
Darryl didn’t say this part—I will.
You do not want to get sick at SXSW.
Too many late nights.
Too many drinks.
Not enough sleep.
Meals that barely qualify as meals.
That’s a fast track to feeling like garbage right when it matters most.
If you expect to be your best self at a 10am meeting…
Don’t be your worst self at 3am.
Final Verdict
SXSW isn’t what it used to be.
It’s bigger. Messier. More chaotic.
Music now shares the stage with tech, film, and everything in between.
But the opportunity?
Still very real.
You just have to meet it halfway.
Go in expecting to be discovered…
and you’ll leave disappointed.
Go in with a plan to build real relationships…
…and you might leave with something far more valuable:
The relationships!
