SXSW Cuts Music in 2026, Our Hearts are Broken but…

At SXSW Ben Affleck raves about Austin, including the film scene and industry opportunities here.

South by Southwest (SXSW), ranked the largest musical festival in the world in 2014, has always brought together the best in music, film and interactive media. In the past few years, people have noticed a shift toward the tech and film aspect of the festival. More and more high profile actors have been in attendance, causing people to flock to sneak a peek at A-list celebrities such as Ryan Gosling, Ben Affleck, Nicole Kidman, Blake Lively, Anna Kendrick (SXSW added fuel to that feud), and Pedro Pascal.  

SXSW just announced a cutback to music in their 2026 schedule. The reasoning is the redesign of the Austin Convention Center - not set to be done until 2029. The entire festival will be shorter, but the music portion is taking the hit. Many are not happy since Austin, and the festival, are known for its music scene. The festival is offering badges for presale at a lower-than-normal rate to ensure all are included in their reimagined 40th event.

As an Austin-based creative agency and a team of passionate artists, Bennett Creative Video Production and Marketing, understands the weight of this change. Owner Andrew Bennett, a former official SXSW music artist (with the badge and backpack to prove it), has mixed emotions. While the loss of music days stings, there’s an undeniable silver lining—the spotlight on film is about to shine even brighter.

A Major Shift in SXSW Creative Focus

Since its inception in 1987, SXSW has been a cultural center for discovering new talent, connecting with industry leaders, and celebrating the creative spirit that defines Austin. The music portion of the festival, in particular, has been a launchpad for countless artists. The entertainment world has always been known to be a bit shifty, but the decision to scale back on music days signals a strategic shift — one that emphasizes film and other creative industries.

For filmmakers and digital creators, this could be a game-changer. As the industry wrestles with rising costs and limited opportunities in Los Angeles and New York, Austin continues to emerge as a strong third contender. With a growing network of production companies, a supportive creative community, and now, an even greater focus at SXSW, the city’s already renowned film scene is about to get even bigger.

The Loss of Music: A Hard Pill to Swallow

For musicians, the SXSW announcement strikes a nerve. The festival has been huge in launching careers, with past artists like Billie Eilish, Leon Bridges, and The Black Keys first making waves in Austin before achieving mainstream success. Cutting the SXSW music closing weekend means fewer opportunities for emerging artists to gain exposure, fewer showcases, and less of the grassroots magic that made SXSW legendary.

Spotted: Andrew Bennett in his musician days at SXSW. Image via Shuffle Online

For Andrew Bennett, a once SXSW official music artist with the band Shy Beast, the news is a bummer. Besides being a lover and photographer of live music, the energy of the festival, the camaraderie among musicians, and the once-in-a-lifetime opportunities that SXSW provided will be grieved. Austin’s identity as the “Live Music Capital of the World” feels challenged, and artists who relied on SXSW as a career springboard will now have to look elsewhere.

But Also… Film is Growing in Austin

As a video production agency, we’d be lying if we said this change isn’t helpful to our industry. The film industry in Austin has been steadily gaining traction over the past decade, with major productions like Everything Everywhere All at Once, Boyhood, and Alita: Battle Angel proving that Texas can hold its own in Hollywood’s world. SXSW’s decision to put more emphasis on film means more industry connections, higher-profile screenings, and greater exposure for filmmakers who may have otherwise been overshadowed by the music scene.

Austin’s film community thrives on collaboration, and this shift could help bring more projects to life. The city already boasts a robust network of independent filmmakers, production houses, and creative agencies like Bennett Creative that specialize in video production and marketing. With SXSW leaning further into film, Austin’s status as a filmmaking hub is only set to grow.

South by Southwest (SXSW) has distinguished itself as one of the top film festivals. Plenty of A-list stars flew into Austin for red carpets and screenings. Image via Variety.

Austin: The Third Option for Filmmakers

For years, filmmakers and actors have felt like they have two choices—Los Angeles or New York. But Austin is proving itself as a legitimate third option. The city offers a lower cost of living, a thriving creative community, and a welcoming atmosphere that fosters artistic innovation. SXSW’s renewed focus on film will likely attract more industry professionals, creating more opportunities for networking, collaboration, and career growth.

As a creative agency deep in the Austin film scene, Bennett Creative does see this as a win, even while we’re crying into our coffee mugs over the loss of music days. More attention on film means more projects, more storytelling, and more chances for Austin-based creatives to make their mark. And while SXSW’s shift may be difficult for the music community, it also presents an opportunity to redefine what Austin’s creative future looks like.

Not only has Andrew Bennett been a muscian at SXSW, he has also shot video and photography for SXSW live music. His love for the music scene runs deep.

The Cultural Evolution of SXSW

It’s important to recognize that SXSW has always been a hallmark of evolution. What started as a small music festival has grown into a global event that spans tech, film, education, and beyond. While this change may feel like a loss, it’s also a chance for SXSW to reinvent itself yet again. The festival has always been a place where industries collide, and if history is any indication, it will continue to be a breeding ground for innovation.

This shift isn’t just about film taking center stage—it’s about the changing nature of entertainment itself. The rise of digital content, streaming platforms, and social media has transformed how people consume and create art. With more emphasis on film, interactive media, and creative storytelling, SXSW is adapting to these new trends.

Moving Forward: What This Means for Creatives

For musicians, the road ahead may be uncertain, but Austin’s music scene has proven itself resilient. If anything, this shift challenges artists to find new ways to break through, whether through alternative festivals, online platforms, or innovative collaborations. And for filmmakers, this is an exciting time to be in Austin. The city is gaining recognition as a powerhouse for film production, and SXSW’s renewed commitment to the industry will only accelerate that momentum.

Bennett Creative is excited for what’s to come. As a team that lives and breathes video production and digital storytelling, we’re ready to embrace this new chapter. Whether it’s crafting high-quality content for brands, collaborating with local filmmakers, or capturing the energy of SXSW itself, we’re here for it.

Final Thoughts

The news of SXSW cutting music days in 2026 is a tough pill to swallow, but it’s also an opportunity. Austin is evolving, and with it, so is SXSW. While the 40th festival may look different, one thing remains unchanged—its role as a platform for creativity, connection, and cultural impact.

For film professionals, this is a big moment. The stage is set, the cameras are rolling, and Austin is ready to take on Hollywood and New York. At Bennett Creative, we’re proud to be part of this journey, and we can’t wait to see what the future holds. But, as the aforementioned crying into our coffee cup, we will hold a moment of silence for our other love, music.