Festivals are dying — so how did this one go ahead with over 200 acts?

With festivals in Australia on the brink of extinction, it can be hard to fathom that a festival—only in its second year—can bring together over 200 artists and pull it off. Therein lies the strength of SXSW Sydney.

Of course, SXSW Sydney isn’t wholly comparable to the festivals we’ve lost. It’s the Australian iteration of a hugely popular festival in Austin, and its music pillar is only one part of how the event operates (alongside film, gaming and technology).

But, within the industry, SXSW Sydney has become one of the most important events in the Australian music calendar year. Partly because it’s one of the only events where artists, industry players and fans can connect in person over music, but also because it’s a festival where new, up-and-coming acts are the heroes. Sure, global superstars Jorja Smith and The Kid LAROI are playing, but at SXSW Sydney, they’re but a drop in the ocean of vast talent, and so much of it is homegrown.

If there’s one thing the programming team behind SXSW Sydney want you to know, it’s that they know the lineup is enormous. But, SXSW Sydney’s Music Festival Program Manager Reginald Harris tells me that the biggest challenge in curating this year’s lineup wasn’t trying to fill the lineup—it was the opposite.

“Ironically enough, one of the main challenges this year was the even more enormous number of incredibly talented artists from across the globe that applied to showcase,” Harris tells The Latch.

“It took the music team hours of listening and looking through artist submissions to get to the final program.”

Reg also shouts out SXSW Sydney Festival Programming Executive Ruby Miles in particular, who “had her headphones on around the clock for the first half of 2024, working through thousands of submissions.”

Those thousands of submissions are a direct result of the festival’s first year, which felt like a real magnetic moment in a scene where things are usually turbulent. Being in the room with people who are working against the tide to keep the music industry alive was electric. There are no casual fans or floaters at SXSW Sydney.

In my experience, everyone at SXSW Sydney is invested in what they’re seeing. At last year’s opening party, where viral hip-hop duo Flyana Boss took over a boat in Darling Harbour, everyone had eyes and ears glued to the talent. I’ve been to enough events with industry folk where people couldn’t be less interested in the performer or the artist. SXSW Sydney is not that.

But there are still plenty of takeaways any level of punter can take from SXSW Sydney’s music lineup. The biggest one? “Discovering your new favourite artist,” Harris says.

“Be adventurous and check out something you’ve never heard before.”

But what do these new favourite artists look like? We asked Harris for his picks, and why.

DEVAURA

“A Sydney-based artist who blends elements of hip-hop, jersey club and R&B. They have a wildly magnetic stage presence, fierce vocal style and will be playing at SXSW Sydney with a full band.”

SPECIAL FEELINGS

“Vibrant ‘apocalyptic jazz/fusion’ (their own very apt description) collective headed up by Poli-Pearl and Naomi Robison, originally from Boorloo/Perth and now based in Naarm/Melbourne. They’ve put out their awesome debut album, [insert title], on Rhythm Section International last year.”

WET KISS

“Is Wet Kiss frontwoman Brenna O the last *real* rock star? It’s a redundant question, but she could be the closest thing I’ve ever seen to a real-life cult leader. They’re glam, punk, freak-folk, noise-pop and more. I don’t know what to call it, but you should see it in the flesh.”

So if you’re considering heading to SXSW Sydney this year, try and let Reg’s words echo in your mind: “Be adventurous.” You won’t be disappointed.

This article originally appeared on The Latch and was republished with permission.