SXSW

Here's a Look Inside SXSW's Biggest Brand Activations

For the first time in three years, the in-person festival takes over Austin, Texas

SXSW_Spaces-46 — Two Prime Video series shared the experiential stage at SXSW: The Boys and Lizzo's new Watch Out for the Big Grrrls.Sarah Karlan for Adweek

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AUSTIN, Texas—South by Southwest is back.

The conglomeration of festivals—spanning tech, music, film, gaming and education—drew more than 400,000 to Austin, Texas in 2019. In 2020, it was canceled days before it was slated to begin. In 2021 it was pared down, all-virtual experiment.

This year, the event returns in full force, along with some of the industry’s most show-stopping experiential marketing moments. This reporter, along with photographer Sarah Karlan, got an up-close look.