Brendon Thorne/Getty Images for SXSW Sydney
SXSW Sydney 2024 was a whirlwind of innovation, culture, and creativity, representing the true spirit of Australia. With Tumbalong Park setting the scene and dynamic panels at the ICC, the entire city came alive as artists, visionaries, and experts from around the world converged for this second edition of the conference and festival. From spontaneous collaborations popping up in crowded spots to high-energy performances echoing through the streets, the vibe was infectious, blending laid-back Aussie charm with the excitement that SXSW is famous for.
Throughout the music leg of the conference and festival, the spotlight fell on diverse voices. The nights saw acts like Thelma Plum and Felony., who brought an authentic Aussie perspective to the audience. It wasn’t just about Australian music, though; international artists such as Facesoul and Kr$na also took the stage, adding depth to the performances and giving a global feel to the event.
The panels brought out equally powerful voices. Talks like “Music and the Metaverse” and “Music Streaming Growth for Artists” took a hard look at where the industry is headed. Attendees could be found debating everything from how tech might shape music experiences to what artists need to know about connecting with audiences worldwide. My own experience as part of the Indian trade mission, courtesy of Sounds Australia, and on a SXSW panel titled “The Indian Market: Opportunities and Obstacles,” alongside panelists and Indian music industry veterans Tej Brar, Ashish Jose, and Anuj Jain, was all about navigating cultural nuances and exploring the limitless potential for collaboration between India and the world. The conversations went beyond market data—they were about telling stories, understanding local cultures, how the Indian music industry folks “love” working with brands, and finding ways to connect across borders. The discussions brought out both optimism and realism: India’s music scene is exploding, yes, but it’s also facing unique challenges. From language diversity to outreach and the sheer variety of musical tastes across the country, the obstacles are big but so are the rewards.
SXSW Sydney went above and beyond the classic conference structure, putting together panels and performances that were as educational as they were inspiring. The featured speakers on various panels ranged from digital innovators to veteran tour managers who’ve seen the entire transformation of the music industry in the past decade. I found myself in conversations that went beyond just media and marketing strategies; we talked about the heart of the industry and what it means to connect with fans across borders in our digital age.
And then, there was the music itself. Every day, the showcases brought a lineup that felt like a global playlist on shuffle, highlighting artists across genres and geographies. Australia’s rising stars like Godtet and established icons like The Kid Laroi pulled out all the stops, delivering power-packed performances. Three moments that truly stood out for me were the showcases at AU/NZ’s Rolling Stone House, the +91 showcase at Tumbalong Park, and watching Facesoul and Ankur Tewari perform at the iconic Phoenix Central Park—a venue that lived up to its reputation. Other notable acts included Yung Raja, Daste., and Ayesha Madon each adding their own layer to SXSW’s diversity. The mix of Aussie and international artists reinforced why these festivals are essential—they remind us that music is a universal language but also profoundly shaped by local culture.
Perhaps one of the most invigorating parts of the week was the sense of camaraderie. It wasn’t just about Indian and Australian collaboration; it was an open call for cross-continental innovation. Meeting people who are as invested in India’s music story as we are, people genuinely interested in understanding the cultural nuances and potential for collaboration, was a highlight. We talked about everything from the Bollywood industry to India’s indie rise, connecting dots that stretched from Sydney back to Mumbai, Bangalore, Delhi, and beyond.
Leaving Sydney, I couldn’t help but feel we were onto something special. Being part of SXSW Sydney wasn’t just about expanding networks but about widening perspectives—thinking bigger, bolder, and more globally about the future of music and cultural collaboration.
