A Reflection of My Time at SXSW 2025 

No matter what industry you’re in – technology, travel, journalism, advertising, arts or gaming – attending South by Southwest (SXSW) should be on your list! 

As a magazine, news and digital journalism graduate student at Newhouse, I never imagined SXSW would be the place for me. But life had its plans, and that is where I ended up during my spring break.  

Held annually in Austin, Texas, this year’s festival in early March proved to be a unique blend of media, tech, film and music, providing an unparalleled opportunity to immerse myself in the latest industry trends and network with professionals from around the world.  

This incredible opportunity was made possible by Sean Branagan, director of the Center for Digital Media Entrepreneurship at Newhouse. He emphasized the importance of immersive learning, and real-world industry events like SXSW to bridge the gap between academic theory and professional practice.  

“Our students are interns for the South by Southwest Pitch events, so we discover, source and gather information about thousands of startups at every South by Southwest,” Branagan said.  

To get the opportunity to apply, students need to enroll in one of Branagan’s classes in the fall, which is either Trendspotting in Digital Media or the Entertainment Innovation and Entrepreneurship. After applying, students are formally interviewed and selected by the management of the SXSW Pitch event. 

The atmosphere in Austin during SXSW was electric. The city’s vibrant culture and the festival’s dynamic energy created an environment ripe for creativity and inspiration. From impromptu street performances to engaging discussions with fellow attendees, every moment was an opportunity to learn and grow. 

Navigating the festival as a first timer was initially overwhelming, but I quickly learned the importance of planning and flexibility. Utilizing the SXSW app to schedule sessions and staying hydrated was crucial. I also discovered the value of attending brand activations and open houses – from the Museum of Future and Benson Boone’s incredible performance to Accenture panels and YouTube’s activations, each event led to enriching experiences (and free merch!) 

As a FashionTech enthusiast, I’m so glad I attended an interactive panel on the process and importance of digitizing archival fashion. I had the opportunity to view Jennifer Lopez’s famous “Jungle Dress,” which is currently housed in the Fashion Museum of Bath, U.K., through augmented reality, and I received valuable insight into the development of the same. 

Newhouse advertising graduate student Taylore Palmer was an SXSW intern who discovered and researched 50-plus new startups every week. She reflected on how much the internship taught her as well as the amazing time she had at the festival.  

“It helped me with my research tactics,” she said. “Because I am in advertising, finding startups directly translates to influencer marketing, so I found that to be super valuable.” 

SXSW is a catalyst for personal and professional growth. The insights gained, connections made, and experiences shared have left an indelible mark on my journey as a media professional. And when you’re at Newhouse, you had better take advantage of all the incredible opportunities you can get!