SXSW Unveils New Format for 2026, Introduces Clubhouses
South by Southwest (SXSW) has announced exciting changes for its upcoming 40th anniversary event, scheduled for March 12–18, 2026, in downtown Austin, Texas. The festival will introduce a unique format featuring three dedicated “clubhouses” for its core programs: Innovation, Film & TV, and Music. This new approach aims to enhance the attendee experience by creating a more integrated and collaborative environment.
Transforming the SXSW Experience
For the first time, SXSW will offer a fully integrated seven-day schedule, turning downtown Austin into a vibrant creative village. The clubhouses will be located at Brazos Hall for Innovation, 800 Congress for Film & TV, and The Downright for Music. This setup is designed to simplify navigation and encourage interaction among attendees.
To improve accessibility, SXSW 2026 will introduce a refreshed badge system that allows for daily reservations. Platinum badge holders will enjoy access to all clubhouses and programming, along with three daily reservations for priority booking. Those with Innovation, Film & TV, and Music badges will receive two daily reservations and access to their respective clubhouses, as well as keynotes and featured sessions.
Greg Rosenbaum, Senior Vice President of Programming at SXSW, highlighted the festival’s commitment to delivering a “more rewarding” experience for attendees. He remarked, “The programming we’re unveiling shows the incredible range of conversations that define SXSW — from how AI is reshaping creativity and business to the future of media and marketing.” This year’s lineup reflects the festival’s longstanding legacy as a premier platform for music, arts, film, and technology.
Diverse Programming and Notable Sessions
Over 50 conference sessions have already been announced, covering a variety of topics such as artificial intelligence, media, marketing, health, and climate change. Attendees will have the opportunity to engage with industry leaders, including a conversation with The All-American Rejects about independent touring and music independence with Russ and Andreea Gleeson, CEO of TuneCore.
Among the featured highlights is Amy Webb’s Emerging Tech Trend Report, where she will unveil her predictions for the technologies poised to influence the coming year. Other notable sessions include:
“5 Non-Obvious Secrets of Human Connection (For Love & Profit)” with Rohit Bhargava, who will share insights on fostering genuine connections in a tech-driven world.
Sandy Carter, Chief Business Development Officer & COO of Unstoppable Domains, will present “5 Traits of Successful AI Projects: From Pilot to Real ROI,” providing a roadmap for turning AI initiatives into scalable successes.
Additionally, Mike Bechtel will delve into applying the Japanese concept of ikigai to career planning in the age of AI. This session is particularly timely as professionals seek meaningful paths in an increasingly automated landscape.
The festival will also feature a discussion on innovation with Dava Newman, Apollo Professor of Astronautics at MIT, who will share strategies for harnessing breakthroughs in various fields, including climate and energy.
Another engaging session titled “How CMOs are Rewriting the Rules of Connection” will feature marketing executives from SoFi, Lyft, and Samsung Electronics America, discussing how they leverage AI to enhance user experiences.
SXSW continues to evolve since its inception in 1987, with significant changes following the acquisition of a majority stake by Penske Media two years ago. The festival has expanded its footprint globally, now hosting flagship events in Austin, Sydney, and London, marking a milestone in its four-decade legacy.
As SXSW approaches, the anticipation builds for a dynamic blend of creativity, innovation, and connection among attendees. The festival promises to be a significant gathering where ideas flourish, paving the way for the future of various industries.
