Call for startups: SXSW 2026 celebrates new edition with programming focused on innovation, film and music

The South by Southwest (SXSW) festival has announced more than 250 sessions for its 2026 Innovation, Music and Film & Television Conferences, taking place March 12-18 in Austin, Texas. This announcement marks the 40th edition of the event and includes programming developed through PanelPicker, the platform that allows the public to participate in shaping the agenda through voting and community feedback.

The 2026 edition will feature companies such as: Adobe, Anthropic, Disney, Mars Wrigley, Microsoft, MIT, Nuuly, Paramount, PGA Tour, Pinterest, Ubisoft, Wikipedia, and many others.

Representatives will have panels and conversations around the future of technology, marketing, health, design and entertainment. Discussions will range from the role of humanity in the age of artificial intelligence to the evolution of marketing psychology, upholding the SXSW tradition of merging creativity, innovation and social impact.

While AI remains the main theme, submissions encompassed other ideas such as creativity, ethics and emotion in a technology-driven world. Branding and marketing constituted the second-highest area of interest, accounting for nearly one third of all submissions, with a focus on consumer evolution, creator-led storytelling and resource-conscious branding strategies.

Greg Rosenbaum, SXSW Senior Vice President of Programming, described this anniversary edition as a milestone that reinforces the festival’s role as a meeting place for visionaries from all industries. He emphasized that humans are at the center of this year’s programming, with each thematic strand exploring how innovation affects people, creativity and the planet.

Beyond the sessions, SXSW 2026 will introduce several new features designed to enhance the attendee experience. Downtown Austin will be an interconnected creative village anchored by three “Clubhouses” that will serve as gathering spots surrounded by thematically linked events.

Call for startups until November 7

Those wishing to participate still have opportunities to join through the Music Festival, which will feature seven nights of performances at Austin’s most iconic venues, or SXSW Pitch, where startups can showcase innovative technologies in front of industry leaders and investors.

Founded in 1987, SXSW has established itself as one of the world’s most influential gatherings for creative professionals. Following its expansion to Sydney in 2023 and London in 2025, the festival now spans three continents, providing a global platform for creative exchange and innovation.

Since 2009, 732 companies have participated in the event. More than 80% have raised funding, collectively raising more than US$22 billion in venture capital and exit deals. Among them, some have been acquired by global firms such as Google, Apple, Meta, Huffington Post and Live Nation, with notable alumni such as Siri, Tubemogul and ICON.

The deadline to apply to SXSW Pitch is November 7, 2025. SXSW 2026 will be held March 12-18 in downtown Austin, with Rivian as the driving partner.