The South by Southwest (SXSW) festival is gearing up to celebrate its 40th anniversary from March 12 to 18, 2026. This year’s event will introduce a new badge system, a revamped schedule, and a condensed music lineup, transforming the experience for attendees.
With the Austin Convention Center scheduled for demolition this month, daytime sessions will be relocated to various hotel spaces around downtown Austin. Brian Hobbs, vice president of the SXSW music festival, outlined that the festival will create dedicated spaces for different showcases.
Music, Film & TV, and Innovation (formerly Interactive) will each have their distinct areas in downtown Austin. The Music clubhouse will be based at the Downright on East Seventh Street, while Innovation will utilize Brazos Hall on East Fourth. Film & TV is set to host its activities at 800 Congress Ave., located across from the Paramount Theatre. The EDU sessions will take place across multiple buildings without a single designated hub.
Significant changes are also coming to the badge system used for event access. A new reservation system will allow attendees to secure spots for sessions, screenings, and showcases. Reservations will become available three weeks prior to the festival, with priority access determined by badge type. Platinum badge holders can reserve three slots daily, while those with other badges will be limited to two reservations per day.
Secondary access will be managed through a wristband system for attendees wanting to join events outside their designated badge capacities. These wristbands must be purchased a week ahead of the festival, though specific pricing has yet to be disclosed.
To maximize participation in various showcases, SXSW encourages attendees to purchase the platinum badge, which is priced at $2,095—$200 less than the previous year. Early purchasers can acquire this badge for $1,295 before November 7. Other badge prices include the Innovation badge at $895, the Film & TV badge at $750, the Music badge at $500, and the EDU badge at $545.
Hobbs expressed enthusiasm about the festival’s direction, particularly for the music segment in 2026, highlighting that the festival will now span a week instead of the previously longer 12 days. He assured attendees that despite alterations in the schedule, there’d be plenty of music-focused activity each day of the festival.
Concerns arose when SXSW announced its condensed format, with many fearing a loss of the traditional weekend music experience. However, Hobbs emphasized that festivalgoers would actually benefit from the extended week. By concentrating the showcases, people attending for the Education or Innovation portions will also have opportunities to engage with music events.
“This change could ultimately bolster the audience for the music portion since attendees will be exposed to what Hobbs described as the ‘heartbeat of South by Southwest,’ a chance to experience live music,” he said. The festival’s past has been marked by vibrancy and chaos, leading Hobbs to recognize the need for a shift in how artists are booked. He anticipates a reduction in the number of performances, moving from over 2,200 to around half that—aiming for quality over quantity.
“Artists will benefit more by being one of 1,000 rather than being one of 2,200, ensuring they receive the recognition and attentiveness they deserve,” he remarked. He further assured that a more curated lineup will enhance the show quality for fans.
Hobbs aims to revive the nostalgic appeal of SXSW, creating experiences that attendees will regret missing. “Our goal is to rekindle that feeling where you can’t afford to miss South by Southwest,” Hobbs stated. “We want to deliver unforgettable moments that can’t be replicated on a tour.”
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