Have I mentioned that I have the coolest job? Seriously — attending events like SXSW in Austin, Texas is an amazing part of what I do.
That photo is me on a carousel. I was probably the youngest person riding it that day — a small reminder that SXSW attracts a wide range of people.
SXSW is incredibly vibrant. If I had to pick one word to describe Austin during the festival it would be “trendy.” The city feels young, creative, and energetic, which surprised me a bit because it didn’t match my old impressions of Texas. The streets are full of artists, agents, international visitors, students, businesspeople, bands, and curious onlookers. I’d only been in town for less than 24 hours and I had already done plenty of people-watching.
Yesterday
We flew into Dallas/Fort Worth and then drove about three hours to Austin. Before checking into the hotel, we stopped for some local food at a small diner called The Dixie House — a quirky, homey spot specializing in comfort food and pie. It was exactly what we needed after the drive.
After lunch we dropped our bags at the hotel and headed straight for badge pickup. At events like SXSW the badge is essential — it grants access to venues and panels across the festival, and it makes navigating the schedule so much easier.
Dinner was Tex-Mex; the restaurant lighting was dim so I didn’t take photos, but I had one chicken taco and one vegetarian taco with black beans. Both were great — Austin does Tex-Mex well.
What’s remarkable about SXSW is how much live music fills the city. Everywhere you go there’s live music — on corners, in bars, restaurants, and lounges. Hundreds of venues host acts each night. In the short time I was there I caught word of artists like Brett Dennen, Augustana, The Sounds, and Lupe Fiasco playing around town.
I had an early night and was back at the hotel by 11 PM. That felt early compared to many festival-goers — some shows don’t ramp up until after midnight.
Today
I started the day early at 7 AM to fit in a workout. I planned to run outside to take advantage of the warm weather, but it was still dark, so I used the hotel fitness center for a 40-minute cardio session. Afterward I grabbed breakfast to go — I love breakfast buffets, especially when they have oats, raisins, and fresh fruit. It’s a perfect start to a busy day.
After breakfast we stopped at a grocery store to stock up on snacks and simple meals for the week. That small grocery run — trail mix, almond milk, grapes, bananas, apples, granola, raisins, yogurt, and oats — saved us money and made life on the road easier. My roommates are definite food lovers, so the selection reflected that.
We headed downtown around 10:30 AM, but Austin traffic was heavy. Several streets are closed for festival events, and traffic was almost bumper-to-bumper — it took us about an hour and a half to travel seven miles. That’s part of the SXSW experience: the city’s infrastructure gets tested by thousands of attendees and multiple simultaneous events.
Once I arrived, I attended two panel sessions. One focused on fan analytics — how to understand and leverage audience data — and the other covered college bookings, which is my day-to-day responsibility. Both sessions were insightful and relevant to my work, especially when it comes to building sustainable touring strategies and engaging students and college communities.
I returned to the hotel for a short break and then headed back downtown for an evening of shows. I was excited to see Brett Dennen and Matt Nathanson perform — live music remains the heart of SXSW and it’s always inspiring to discover artists, network with industry people, and enjoy new performances.
Have you ever visited Texas?
What kind of music do you usually listen to?