SXSW Reveals First Wave of Programming, New Reservation Policy and Expanded Footprint in Downtown Austin for 40th Anniversary

South by Southwest (SXSW) is undergoing a significant transformation in celebration of its milestone 40th anniversary.

For the first time in history, SXSW — scheduled for March 12-18, 2026, in Austin, TX — will present all programming concurrently. This includes innovation, film, television, and music over a continuous seven-day period, which features an added evening of music.

“At South by Southwest, a central aspect of our mission is fostering community and connection among participants,” states Greg Rosenbaum, SVP of programming at SXSW, in an interview with Variety regarding the festival’s timeline.

Historically, innovation programming has been scheduled for the initial days of the festival, while music filled the latter half, alongside film and TV offerings throughout the nine-day event. Rosenbaum continues, “That extended length can be overwhelming. We believe that consolidating energy into just seven days in downtown Austin will serve to unite a diverse array of communities.”

The festival’s physical presence will also expand in 2026. With renovations underway at the Austin Convention Center—SXSW’s long-time venue—the organizers were inspired to rethink the festival’s logistics. Rosenbaum describes the ethos behind this reimagining: “Our focus is to design an experience that prioritizes community and connection.”

As part of the revamped experience, SXSW will envelop downtown Austin, creating a “creative village for global innovators.” This will be highlighted by three dedicated Clubhouses for distinct programming focuses: the Innovation Clubhouse (located at Brazos Hall), the Film & TV Clubhouse (at 800 Congress), and the Music Clubhouse (at The Downright). These locations were strategically chosen to align with the traditional venues frequented by festival attendees. For instance, the Red River Cultural District, known for its historic music venues, will host a central hub, while the Film & TV Clubhouse is conveniently positioned near the Paramount Theatre, where star-studded premieres take place.

Notably, the term “Innovation” will replace the previously utilized label of “interactive.” This change reflects the advancements within technology and its broader implications. Rosenbaum articulates this transition: “Innovation” encompasses diverse sectors we support, including healthcare, startups, design, the creator economy, climate change, marketing, and sustainability—integral tracks that define our mission moving forward.”

SXSW has also announced its initial wave of featured sessions, featuring over 50 conferences that span topics such as brand and marketing, cities and climate, the creator economy, culture, design, film and TV, health, music, startups, sports and gaming, and technology and AI.

“We’re excited to present a dynamic and diverse lineup of session topics and speakers,” Rosenbaum expresses enthusiasm over the first wave of names, which includes prominent figures like the All-American Rejects, Jack Conte (CEO and co-founder of Patreon), Paula Kerger (PBS President), futurist Amy Webb, Ian Beacraft (CEO of Signal and Cipher), Timnit Gebru (DAIR founder), John Palfrey (President of the MacArthur Foundation), and MIT astronautics professor Dava Newman.

Rosenbaum adds, “AI is a recurring theme across many discussions. Our programming team is intentionally focusing on exploring what it means to be human amidst the advances in AI technology. The array of discussions will come from various perspectives, which is what makes SXSW particularly exciting; it’s inherently interdisciplinary, incorporating insights from a multitude of stakeholders.”

Among the scheduled sessions are:

This lineup is merely a glimpse into a wealth of programming to come, with additional musicians and performers to be announced this fall, along with 500 more sessions and speakers. The film lineup will be revealed in January.

Badges for the 2026 festival are currently on sale, featuring a new reservation system that allows badgeholders to make daily reservations for sought-after sessions, screenings, and showcases. The Platinum badge grants full access to all Clubhouses along with three daily event reservations; while the innovation, film & TV, and music badges permit entry to their respective Clubhouses and provide two daily reservations.

“We’re thrilled to unveil this new reservation system, which encourages attendees to be proactive in their festival approach,” Rosenbaum remarks. “SXSW thrives on both meticulously planned experiences and the serendipitous discoveries made while attending. This system enables all participants to thoughtfully plan their trip and still leave room for exploration once on-site.”

The upgraded reservation program replaces the former ‘South by Express’ system, which allowed for seat reservations just 24-48 hours in advance. The new process permits guests to secure their spots as far out as three to four weeks before the event. Rosenbaum adds, “This affords individuals the opportunity to prepare thoroughly prior to their flight to Austin.”

In a noteworthy scheduling update, SXSW will officially overlap with SXSW EDU—an education-focused conference set for March 9-12—culminating in an event termed “Crossover Day.”

“This will mark the first time in SXSW’s history when all four key sectors—education, innovation, film & TV, and music—will converge simultaneously in Austin,” Rosenbaum states. “This achievement is the result of many years of effort. We have welcomed numerous participants from SXSW Edu to join us on the final day of the festival, but only now, following our date and footprint reimagining, are we able to fully integrate the festivals.”