SXSW 2025: It's All About Culture
By Heather Sparks, EVP, Head of Content, Zenith
It’s spring, and you know what that means – time to hit ‘pause’ on the day-to-day and head to Austin to get the scoop on ‘what’s new’ in marketing, film, and music (and yes, maybe some BBQ). Perhaps my favorite part of the SXSW is its unique way to compress a month’s worth of experiences into a jam-packed week, with annual breakfast meeting traditions that give way to a day filled with energizing and inspirational panel discussions. Evenings leave room for networking with colleagues old and new, and entertainment experiences that are only possible in the city of Austin.
My top takeaway? This year’s SXSW was all about culture – from the film & music experiences that get everyone talking, to the creator and wellness forces that shape what culture means for consumer audiences – it’s certainly the ‘secret sauce’ of the modern marketing mix.
Culture Above All Else
One of my favorite media debates is around the age-old dilemma of ‘sales overnight, versus brand over time’, which bubbled to the top of many panels and smaller group dialogues at this year’s festival. While it can be tempting to over-rotate into performance solutions given the tangible ROI outcomes that these channels can deliver (as one panelist noted, a ‘fallacy of false precision’), there is risk of a very short-lived ecosystem without a strong supply of upper/mid funnel that brands can deliver. Media & IP partners have truly refined the ways that they can help serve a gateway to allow brands to borrow credibility to play in culture effectively, with SNL50 as the latest example of ‘lightning in a bottle’.
Creators, Creators, Creators
Today’s experiences are built for social and shareability, and this year’s SXSW was no exception - with ring light and mini-microphone sightings surpassing those of traditional celebrities at the event. From impactful event programming including a creator ‘panel track’ brought to you by YouTube Creator, to in-venue content capture ‘suites’ where creators can bring the experience to their audiences live – it’s clear that influencer marketing isn’t a ‘bubble’, but the engine that will power future brand discovery and advocacy.
Amplifying Wellness
Among the backdrop of top-tier BBQ restaurants in Austin were notable discussions and panel experiences focused on health – with wellness also permeating into other forums as consumer desire for healthy living continues to take center stage. From Food/CPG panelists launching ‘better for you’ products that can help consumers take small steps to meet their goals while competing for shelf space among bigger players, to inspirational programming focused on unlocking the power of neurodivergent leaders, to consumer-facing wellness experiences like SHE Media’s hyperbaric & IV infusion installations, this year was all about balance.
Read the original article in LinkedIn here.