SXSW Sydney, the Antipodean offspring of Austin’s long-running South by Southwest festival, returns for its second year this month.
Last year’s event was beset by confusion over which badge or wristband to buy and whether the festival was for the public or industry insiders only. The top comment in one Reddit megathread complained that tickets were simply “too expensive” for a line-up of relative unknowns.
The Kid Laroi is keynote speaker at SXSW Sydney.Credit: Getty Images
But organisers say they are learning fast. This year’s “festival of festivals” runs from October 14 to 21, with more than 1200 events across its music, screen, technology and gaming festivals in a more condensed footprint.
Here’s what you need to know.
What is it, and why is it here?
SXSW started in 1987 in Austin, Texas, as a showcase for new musical talent, but has since expanded to include film and technology, earning a reputation as an industry breaking ground.
It brings in 300,000 people annually, as well as high-profile speakers and performers. (In 2016, outgoing president Barack Obama gave the keynote at the US festival, where performers have included Johnny Cash, Prince, and Kanye West and Jay-Z together.)
Securing the rights to a festival showcasing talent from the Asia-Pacific region – the first iteration for SXSW outside the US – was touted as a major coup. SXSW Sydney managing director Colin Daniels, who has attended the Austin festival 20 times, describes it as “a business event with the vibe of Glastonbury”.
What’s the cost?
The pricing structure is complex, but the final release ranges from $25 for entry to an individual screen event to $1995 for a Platinum Badge, offering express access to all areas, and an exclusive opening party, lounge and co-working space with all the networking opportunities they afford.
For $1295 (under 25s get 40 per cent off) attendees can buy a badge for primary access and industry meet-ups at one of the individual festivals, which comes with secondary access to the others.
There’s a $295 badge for the tech festival from Friday 18 to Sunday 20, and you can pay $140 for a secondary access wristband to the other festivals individually.
Finally, it costs $40 for single-day access to the technology and innovation expo at the ICC. Phew.
Why is it so expensive?
The Sydney Morning Herald reported last year that Destination NSW, the state government’s tourism agency, paid $12 million for rights to the festival, but some might feel that investment hasn’t been reflected in the ticket prices. Badges are in the same ballpark as the US festival, where music festival badges this year cost $US945 ($1405). There are more than 200 musical acts performing in Sydney this year, whereas about 2000 typically perform at the Austin festival.
Daniels insists there’s an entry level for everyone. “We say if you’ve got a badge, you’re there for business. If you’ve got a wristband, you’re there for entertainment and fun,” he says.
OK, I’ve bought my badge/wristband/day pass. What should I see?
SXSW Sydney is centred around its conference, with Julian Assange’s defence lawyer Jennifer Robinson, and Twitch CEO Dan Clancy among the keynote speakers.
Screen highlights include Saturday Night, Jason Reitman’s film about the airing of the first episode of SNL 50 years ago, and Smile 2, the sequel to Parker Finn’s creepy 2022 horror. Daniels says he enjoys taking his children to the games festival on Saturday, where they can play unreleased games made by indie developers.
However, SXSW started life as a music festival. In that spirit, here are six artists, some established and some breaking through, you should check out.
Jorja Smith
Alongside keynote speaker The Kid Laroi, the big draw for this year’s music festival is UK R&B queen Jorja Smith, who is bringing her Falling or Flying album tour to the ICC on October 15. SXSW badge holders can confirm their spot online in advance.
The Grammy-nominated, platinum-selling Drake and Kendrick Lamar collaborator’s second album has been praised for its knockout tunes on introspective themes. Expect big band and jazz sounds with Afrobeat and trip-hop stylings.
Ayesha Madon
The Heartbreak High star told this masthead last year about her tireless work ethic in both acting and music, saying “If I wasn’t writing a song or sending a self-tape to someone every week, I felt I was letting myself down”.
But the double threat now seems to have found a balance: she’s showcasing her musical talent, including the garage-styled single Eulogy at the Lord Gladstone in Chippendale and The Underground in Sydney, just months after Heartbreak High came in at number seven on Netflix worldwide.
Voice of Baceprot
The hijab-wearing Indonesian metal trio formed as school friends in 2014 and are appearing at SXSW after becoming the first Indonesian band to play Glastonbury earlier this year.
Baceprot translates as “noisy” in Sundanese, their native language, in which they perform (as well as English) songs incorporating thrash, funk and rap elements.
Daniels says the band’s appearances at The Underground and Tumbalong Park on October 18 are a personal highlight. “Just to have them coming out represents what South by Southwest is,” he says.
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SXSW is as much a chance to perform as it is a networking opportunity for artists seeking management, collaborators and record deals. Daniels says he saw The Strokes, then unsigned, perform at a Mexican restaurant in 2001, while SXSW’s Sydney head of music Claire Collins saw a 14-year-old Billie Eilish a few years ago.
Among Australian hopefuls are 00_ (pronounced “double oh nothing”), a noise rock and post-punk group beloved in Melbourne.
Vocalist Cllawd3 sings in a glossolalia style, using fragments that resemble speech rather than actual words. Their dissonant, textured second release, ∞, recently earned them album of the week on FBi radio. They play the Agincourt Hotel on October 17.
J-Milla x Yung Milla
Northern Territory brothers J-Milla and Yung Milla, after previously forging independent rap careers, have joined to release single Same Blood, which they’ll showcase at joint performances. Triple j has praised Yung Milla as a rising star, while J-Milla has already been described as a dominant presence in the “Aus rap” scene. The Marranunggu rappers’ music is heavy on rhyme, dance beats and Australian cultural references.
+91 Calling!
Finally, this year’s festival also features a single-day showcase of Indian culture on the Tumbalong Park main stage on October 20, supported by the federal government’s Centre for Australia-India Relations. It includes six musical acts from India and its diaspora, covering genres from hip-hop and pop to neoclassical.
Festival-goers can also expect some last-minute additions. Daniels says the magic at South by Southwest is “the unexpected things that just happen”. He says there are some “absolute beauties” planned for this year, but attendees will have to wait a little longer to find out.
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