Hundreds of thousands of attendees from around the world gathered in Austin for SXSW 2025, transforming the city into a hub for technology, music, film and creative industries. The annual festival, known for fostering innovation and cultural conversations, brought together entrepreneurs, artists, industry leaders and emerging talent across multiple disciplines.
Keynote speakers included John Fogerty, of Creedence Clearwater Revival, Tom Morello, guitarist for Rage Against the Machine, and Issa Rae, creator of “Insecure,” each sharing insights from their groundbreaking careers. Nicole Kidman, Matthew McConaughey, Ben Affleck, Seth Rogen and Daisy Edgar-Jones were among the high-profile figures debuting new film and television projects. During music week, rising stars like Benson Boone and Ivan Cornejo delivered standout performances.
Global brands and entertainment giants transformed Austin’s top venues into immersive experiences during SXSW, drawing long lines of eager attendees. From the Museum of the Future pop-up downtown to Amazon Prime’s takeover of Hotel San José, activations across the city offered exclusive programming and interactive installations.
For nine days, TRIBEZA was on the ground, capturing the energy of the festival’s packed schedule—conference speakers, brand showcases and industry networking events. With so much happening at once, distilling SXSW into a single snapshot is nearly impossible, but certain moments left a lasting mark on this year’s festival.
Here’s a look at the people, parties, and pop-ups that generated the most buzz at SXSW 2025:
Rolling Stone arrives at South By
Rolling Stone and SXSW joined forces for the Future of Music showcase at ACL Live at the Moody Theater, delivering four nights of performances from rising stars shaping the industry’s next wave. The lineup featured Benson Boone, Megan Moroney, Ivan Cornejo, Rema and others. While an official SXSW event, the showcase was also open to the public on a first-come, first-served basis, leading to long lines as fans waited hours outside the venue for a chance to attend. The series reinforced SXSW’s reputation as a launchpad for emerging talent, offering audiences a glimpse into the next generation of chart-topping artists.
The Criterion Mobile Closet rolls into town
The Criterion Mobile Closet, a limited-time pop-up featuring 1,000 curated films, drew massive crowds at SXSW 2025, with some who traveled hours for the chance to step inside. Housed in a box truck, the Mobile Closet—launched for Criterion Collection’s 40th anniversary—made its second festival stop after the New York Film Festival. Inspired by Criterion’s Closet Picks videos, the experience lets cinephiles browse and purchase classic and independent films. Visitors who gained entry to the Criterion Mobile Closet had the chance to purchase films at a 40% discount, capture a Polaroid memento inside the closet, and receive a Criterion Collection tote bag as a souvenir.
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FX’s “Alien: Earth” experience
This year’s festival leaned into a cosmic theme, featuring space-focused pop-ups, NASA speakers and sci-fi premieres. Activations like the “Alien: Earth” pop-up and “Black Hole Experience” immersed attendees in futuristic worlds, while films such as “Age of Disclosure” (a UAP documentary), “The Astronaut,” and “Ash” explored space’s mysteries on screen. FX’s pop-up gave festivalgoers an early look at Noah Hawley’s upcoming series, set in a corporate-controlled 2120, with exclusive photo ops and merch. With a strong focus on the future of space and storytelling, SXSW 2025 proved that the fascination with the unknown is stronger than ever.
Michelle Obama joins SXSW lineup for surprise panel
Just days before the festival began, SXSW announced a high-profile addition to the lineup: former First Lady Michelle Obama, who took the stage on Thursday, March 13, alongside her brother, Craig Robinson. Robinson, Executive Director of the National Association of Basketball Coaches and host of Higher Ground’s Ways to Win podcast, joined Mrs. Obama for a discussion at the festival. The former First Lady made a statement in burnt orange attire and Kendra Scott jewelry, embracing Texas spirit at the featured session.
Whataburger Museum of Art debuts interactive exhibit
The Whataburger Museum of Art (WMOA), a viral Instagram-born gallery celebrating fan-created artwork, made its in-person debut at SXSW 2025 on March 8-9 at Wanderlust Wine Co. Marking Whataburger’s 75th anniversary, the exhibit showcased murals, sculptures, paintings and digital art, alongside interactive experiences like the Whataburger Day Dot Room and the Table Tent Mugshot Wall. Fans also lined up for exclusive Spurs x Whataburger merch and the brand’s food truck, serving the Monterey Melt.
Create & Cultivate Future Summit
Entrepreneurs, industry leaders, and creators gathered for the Create & Cultivate Future Summit, presented by Chase Ink at Assembly Hall on March 9. The event featured a star-studded lineup including Ashley Graham, Iskra Lawrence, Camille Styles, Tefi Pessoa and Tieghan Gerard, among others. Panels covered a range of topics, from women’s entrepreneurship and funding strategies to maternity and financial planning, wellness and the evolving food and beverage industry. Attendees engaged in networking, hands-on workshops and discussions on the future of business and innovation.
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