For the first time in its 34 year history, SXSW is moving entirely online. In its 2021 iteration, the cultural juggernaut known for taking over downtown Austin every March with its Music, Film, and Interactive programming will take place on a digital platform.
Given the ongoing COVID-19 pandemic, an online festival was the only way SXSW could safely occur. But what kind of impact will this pivot have on the festival’s value to badgeholders?
We connected with four Toronto-based attendees – a film festival manager, a creative agency owner, a student, and a scientist – to learn more about their expectations for SXSW 2021 and their thoughts about its new online profile.
NAME: My name’s Adriana Chartrand
WHAT DO YOU DO?
I’m the Institute Manager at imagineNATIVE Film + Media Arts Festival, the world’s largest Indigenous film festival. It takes place here in Toronto in October and we provide year-round programming and professional development opportunities as well.
WHAT ARE YOU HOPING TO GET OUT OF SXSW ONLINE 2021?
We’re hoping to increase visibility for the amazing work Indigenous filmmakers around the globe are doing!
HOW MANY TIMES HAVE YOU ATTENDED SXSW?
This is our first year in attendance.
WHY DID YOU DECIDE TO ATTEND SXSW ONLINE 2021?
The festival being online has made it more accessible in terms of travel.
WHAT ARE YOU MOST EXCITED TO SEE AT SXSW ONLINE 2021?
I’m most excited to explore the film programming.
WHERE CAN PEOPLE LEARN MORE ABOUT YOU OR YOUR WORK?
NAME: Matt Jumper
WHAT DO YOU DO?
I’m a designer + music photographer. Well, sadly less the latter now. In short, I run a creative agency.
WHAT ARE YOU HOPING TO GET OUT OF SXSW ONLINE 2021?
Honestly, I have no idea. I have high standards for SXSW but low standards for digital events, and I’ve honestly been too busy to read up on it in detail or even anticipate what it’s going to look like. I’m expecting some good talks, and would be happily surprised if they did something cool in the music world, or anything immersive with the remote audience. I know every year there’s a very repetitive theme within the talks, and I’m praying I don’t have to listen about COVID-related buzzwords for a week, but I know I will. I guess that’s the new normal, huh?
HOW MANY TIMES HAVE YOU ATTENDED SXSW?
Twice now, 2018 and 2019.
WHY DID YOU DECIDE TO ATTEND SXSW ONLINE 2021?
The music alone is enough to bring me back, which unfortunately will be the hardest thing to satisfy virtually. We’ll see what they do. The price tag this year doesn’t include airfare and accommodations, so I figured I may as well do this whole virtual thing.
WHAT DO YOU THINK ABOUT THE CONFERENCE MOVING ONLINE?
I mean the two options are online or not at all, so I’m happy they are at least going ahead with it, whatever that may look like. But fingers crossed for SXSW IRL 2022.
WHAT ARE YOU MOST EXCITED TO SEE AT SXSW ONLINE 2021?
I have no idea what’s even happening, haha. Is your “listen to every SXSW artist project” a playlist on Spotify?
Author’s Note: It is, and you can listen to it here!
WHERE CAN PEOPLE LEARN MORE ABOUT YOU OR YOUR WORK?
NAME: Alborz Mohtashami
WHAT DO YOU DO?
I’m a 4th year university student, studying for my undergrad in business management. Creatively, I write poems & songs, perform under the name Death by Tapioca and DJ as Persian Taco.
WHAT ARE YOU HOPING TO GET OUT OF SXSW ONLINE 2021?
Networking. Meeting people I’d like to work with or work for in the future.
HOW MANY TIMES HAVE YOU ATTENDED SXSW?
Never, this is my first time!
WHY DID YOU DECIDE TO ATTEND SXSW ONLINE 2021?
It’s virtual so easy to access, and I got a break on the conference ticket with the student pricing.
WHAT DO YOU THINK ABOUT THE CONFERENCE MOVING ONLINE?
It’s cool, the networking and mentorship structures facilitate communication, people are very accessible. Scheduling is convenient, although there are so many events, it can be overwhelming.
WHAT ARE YOU MOST EXCITED TO SEE AT SXSW ONLINE 2021?
The Big Hit panel for sure because of the K-pop stan in me. Tech Cave Japan because the future scares me so I’d like to stay as far ahead of technology as humanly possible. Looking forward to checking out the TikTok and Discord booths as well, and I’m excited to check out some new music from all around the world! We’ve got Australia, New Zealand, Latin America, South Korea, Japan, the UK, France, and more in the house, and I’m excited to see how the music “translates” in livestreams.
WHERE CAN PEOPLE LEARN MORE ABOUT YOU OR YOUR WORK?
They can follow me on Instagram at @alborzisms and @deathbytapioca. I also just had some pieces published in The Continuist zine, including this one.
NAME: Matt Russo
WHAT DO YOU DO?
I do sonification of astronomical data – converting astronomical systems and images into sound and music. I’m also a physics lecturer at UofT and the CEO of My Starry Night.
WHAT ARE YOU HOPING TO GET OUT OF SXSW ONLINE 2021?
I’m hoping to learn about new ideas and perspectives on how to connect people through art and science during the COVID era.
HOW MANY TIMES HAVE YOU ATTENDED SXSW?
This will be my first time.
WHY DID YOU DECIDE TO ATTEND SXSW ONLINE 2021?
I submitted a panel with other scientists to discuss how and why NASA translates data into forms that can be heard and felt and we were selected!
WHAT DO YOU THINK ABOUT THE CONFERENCE MOVING ONLINE?
I wouldn’t be able to attend in person (even without the pandemic) and I imagine there are many other people in similar situations. There’s no substitute for the feeling of experiencing a live concert in person as a collective but there are advantages for access and connection in the online format.
WHAT ARE YOU MOST EXCITED TO SEE AT SXSW ONLINE 2021?
I’m excited about the panel Cosmic Breakthrough: Women in the Hunt for Planet B. Some of my favourite scientists and science communicators will discuss the search for life in the universe.
WHERE CAN PEOPLE LEARN MORE ABOUT YOU OR YOUR WORK?
