It’s one of the world’s most influential “conglomerations” of festivals. This year, in October, it will celebrate its third edition in the Land Down Under under the brand: SXSW Sydney.
But its music pillar is not just another showcase. It’s also a conference, diving deeper into the topics that are already shaping the business today or will drive it in the (very) near future.
So I’ve taken the liberty of browsing the SXSW Sydney 2025 programming in advance. And because time is of the essence at these large gatherings, here are my suggestions of events you should definitely consider rocking up to.
PART 240 OF “AM I EVER GONNA SEE YOUR FACE AGAIN?” A RANDOM COLLECTION OF UNKNOWINGLY OBVIOUS FACTS ABOUT THE AUSTRALIAN MUSIC SCENE
I was today years old when I realised that SXSW (South by Southwest) has been around for nearly 40 years. Yep, ladies and gents, the multi-hyphenate event has been an annual occurrence in Austin, TX, continuously since the late 80s.
But only two years ago did the organisers decide it was time for a new frontier – quite literally. In October 2023, they tested their signature conference conglomerate concept in Australia. And it turned out to be quite a success.
Music is one of the SXSW pillars, along with tech and innovation, screen and games. But that part always delivers relevant discussions on pressing industry topics, uncovering emerging talent that you might not see or hear anywhere else at the same time.
In its previous Australian editions, acts that are surely on your playlists today have performed at the SXSW Sydney stages. Amongst them are indie rock/reggae outfit South Summit, pop/soul/indie artist bella amor, First Nations rapper Kobie Dee, and singer-songwriter and disability activist, Eliza Hull.
Obviously, SXSW Sydney is not the first or the only gathering of its type in the Land Down Under.
Even though they’re rivals (to a certain extent), I’d compare it to the local music conference, BIGSOUND. And since everyone always talks about their fave picks for the Brissie-based event, let me shine a light on some music industry-related sessions during the upcoming edition of SXSW Sydney.
Wednesday, October 15
AI IS HERE TO STAY, SO HOW DO ARTISTS STAY AHEAD? – PANEL
04:15 PM – 05:00 PM
Last year, I asked ChatGPT to generate Australian-themed lyrics. And the result was exactly what you would have expected.
But as much as the music industry, and especially the artists, are sceptical of its use in some aspects, AI is not going anywhere. So we’d be better off trying to embrace it and use it to our advantage.
This is what the panel will discuss. Poppy Reid (journalist, Co-Founder and Chief Content Officer of Curious Media), Annabelle Herd (CEO of ARIA, the Australian Recording Industry Association) and Meng Ru Kuok (CEO & Co-Founder of BandLab Technologies, based in Singapore) will ask some uncomfortable questions.
“Who owns what in this new landscape? How do artists protect their work when AI can imitate anyone? And what role do labels, publishers, and platforms play in setting the rules?“
Considering the current hype surrounding the AI space in any life discipline, this is a must-attend event for anyone looking to stay ahead in the music industry.
Thursday, October 16
SCENE BUILDERS – HOW AUSTRALIA’S ELECTRONIC COMMUNITIES TOOK CULTURE INTO THEIR OWN HANDS – PANEL
11:00 AM – 11:45 AM
Two fairly unknown Aussie DJs and producers, DARKHORSE and Grouse, have recently won a prestigious international comp and performed at the iconic Ushuaïa Ibiza club. RÜFÜS DU SOL, Dom Dolla, FISHER and other homegrown electronic artists are regularly featured on the line-ups of the biggest dance music events globally.
Aside from the worldwide success, in the Land Down Under itself, Aussie audiences are loving their electronic acts as well. It’s something to be proud of, for a change. Right?
Sure. But Tara Medina, the Co-Founder and Director of Strawberry Fields, one of Australia’s most iconic music and arts festivals, and her fellow speakers will argue that “That didn’t come from traditional media. It came from people building scenes, festivals and platforms that actually mattered.”
Join them for this conversation to learn about “what it takes to grow a scene that lasts.” Despite the early start time, I’m sure it’ll be worth dragging yourself out of bed.
JADDAN COMERFORD ON THE STATE OF AUSTRALIAN MUSIC: WHY THE FUTURE’S BRIGHT – FEATURED KEYNOTE
12:30 PM – 01:15 PM
Don’t you also have the impression that, recently, every discussion around the music industry is more like a rant about how depressing things are and how much worse they will likely be in the future?
I mean, people working in the biz have plenty of valid reasons to complain. But there are undoubtedly some awesome things happening for Aussie acts out there, like an unprecedented international expansion, despite the infamous “Tyranny of Distance”.
Jaddan Comerford, the founder and CEO of UNIFIED Music Group, would rather steer the conversation in that hopeful direction. He’ll also try to convince the audience “why belief in homegrown talent is stronger than ever.”
I vouch for that, too. Especially since I’ve discussed it in my Silly Talks Music podcast with Will Cuming, aka LANKS. He spearheads the COMMUNITY MUSIC initiative, a global distribution and artist services alternative that exists to enhance their independence. It is backed by Jaddan Commerford and UNIFIED.
Jaddan’s session description promises “candour, conviction and a rallying call for a more connected, innovative and ambitious industry.” Say no more. I could totally use some good news these days.
There are other cool events and music sessions that day. For example, if you’re a femme in the biz, don’t miss the One of One Women/GNC in Music Meet-Up. Emerging musos should definitely drop in for a chat with triple j Unearthed. And Ruel will spill the beans about his breakthrough in Asia if that’s your target market.
Friday, October 17
BREAKING OUT OF YOUR GEOBUBBLE – PANEL
12:15 PM – 01:15 PM
If you occasionally follow the ARIA charts, then, like me, you have surely asked yourself this question: Where is the Australian music industry going?
After all, top spots on the charts are frequently occupied by international artists. No matter how talented, local acts will always struggle to dethrone the likes of Kendrick Lamar, Taylor Swift or Jelly Roll, who are universally famous megastars. Paradoxically, “We’re more connected to the world than ever, but global platforms, algorithmic, economic, linguistic, cultural, and geographic headwinds can put Australian content at a handicap”, states the session’s description.
So what can be done to fix it? Can anything be done to burst this Geobubble once and for all? Three speakers will look for answers. And their experience in the biz vouches for why this panel is worth checking out.
Jono Harrison is a music industry leader who’s held senior roles at Spotify, Universal Music Australia, Mushroom Group, and triple j. Through his music companies, John Watson has worked with Missy Higgins, Midnight Oil, and Gotye, among others. He has also been a long-time board member of Support Act and the patron of AAM (The Association of Artist Managers). Mardi Caught carries a weight of global and domestic experience in marketing, having worked for EMI, MTV UK, Sony Music Australia, and Warner Music.
Plus, my fave radio presenter and TV host, Zan Rowe, will be moderating this discussion. So I wouldn’t wanna miss it for the world.
MERCH OR DIE: HOW MERCH BECAME MUSIC’S MOST POWERFUL MARKETING TOOL – PANEL
02:00 PM – 03:00 PM
“Merch isn’t just a sideline anymore. It’s a serious revenue stream, a fan connection tool, and one of the strongest branding assets in music today.” This is what the intro to the sessions reads.
It basically summarises the topic of my interview with Kathy Wilson, the Co-Director of Brisbane-based vinyl pressing plant, Suitcase Records.
In the times when streaming pays peanuts and touring can easily leave acts out of pocket, artists are exploring other means of making their music biz adventure feasible. More are also interested in making their merch more sustainable.
Four speakers: Luke Bevans, the Managing Director of Impressed Recordings, Jim Sewell, the founder of Jungle Merchandise, Luke Logemann from Longview Consulting (ex-Unified / 24 Hundred), and Sam Urban from Sam Urban Consulting (ex-Sony Music), claim that “you’ll walk away with fresh, practical ideas to level up your merch game and move beyond the table.”
I’d give it a shot. After all, both vintage stuff, aka vinyls, and modern inventions, like NFTs, are options worth exploring. Plus, the experts will walk the audience through building “smarter, more impactful campaigns that boost both revenue and fan loyalty.”
After these two conference sessions, also check out The AWESOME BLACK SHOWCASE. I’m sure you’ll discover a deadly First Nations act there because the Awesome Black Foundation empowers and amplifies the voice of Indigenous creators.
Saturday, Oct 18
SXSW SYDNEY AND THE RUBENS PRESENT: HOOPS & EVERYTHING – LIVE MUSIC
03:00 PM – 09:30 PM
Finally, the weekend is for music only. And trust me – you couldn’t ask for better curators.
To say that The Rubens are one of the most recognisable indie rock acts in Australia is an understatement. Their breakthrough album, Hoops, has instantly made them one of the most beloved local bands, too.
They’re celebrating that memorable release with a curated showcase of up-and-coming Aussie talent, including Folk Bitch Trio and Velvet Trip. Obviously, they’ll appear on the Tumbalong Park Stage to close the event in person as well. What a way to finish this busy week!
SXSW Sydney takes place between October 13-19, 2025. We’re still around a month away from the gathering, so new events might be added to the programming. And I’ve only looked at the music pillar, so feel free to browse the full SXSW Sydney schedule.
Tickets for all streams can be purchased here. See you there, maybe?
Cover photo: supplied
Learn about more annual (music industry) events in Australia:
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