SXSW 2025: Hosting Germany’s rising music and tech pioneers

Image by Raysonho @ Open Grid Scheduler / Scalable Grid Engine. CC3.0

This week, Germany is bringing its top music, tech, and innovation to Austin, Texas, U.S. for SXSW (South by Southwest) 2025. The conference aims to celebrate the convergence of the tech, film and television, and music industries.

The annual March event features Conferencesessions, Film & TV Festivalscreenings, Music Festivalshowcases, Comedy Festivalsets, world-class Exhibitionscompetitions, and Awards.

SXSW is all about celebrating innovation across film, television, and interactive media. The Austin Convention Center in Downtown Austin functions as the “hub” of the festival; most events associated with the festival take place at venues in and around Downtown Austin.

Vastness of consciousness and the future of humanity

One of the standouts is a session featuring former First Lady of the United States Michelle Obamaand her brother Craig Robinsonon Thursday, March 13 at 1pm CT.

Also featuring at the 2025 conference are Ben Stiller (enjoying success with Severance), Eddy Cue, Ayanna Pressley, and Bryan Johnson. Bryan Johnson is an entrepreneur and visionary; he is participating in a conversation exploring the vastness of consciousness and the future of humanity.

Another panel of interest is with Bluesky’s CEO Jay Graber.This will discuss the future of social media, addressing the lack of innovation in the space and how her platform aims to give users more control.

The exhibition arena features everything from robots to holograms. The exhibition area is divided into five zones or ‘pavilions’:

• The Innovation Pavilion
• Global Pavilion
• Social Impact Pavilion
• Health & Wellness Pavilion
• Entertainment Pavilion

Perhaps of greatest interest is the Social Impact Pavilion, which concentrates on businesses that have implemented or built initiatives to secure a more positive impact socially, economically, and environmentally.

The event also features 45 of the most innovative and cutting-edge global startup companies. Perhaps the most interesting of these are springing from across the Atlantic – Germany to be precise.

German technology and music innovators

GERMAN HAUSthe official German hub at SXSW, has taken over Speakeasy (from March 8-12), offering a packed lineup of panels, networking events, and live music showcases. These feature some of Germany’s most exciting startups, thought leaders, and rising artists.

The first three days of programming (March 8-10) are spotlighting tech and startups, including a special Berlin-focused showcase March 9th, together with a German Startup Night hosted by the Digital Hub Initiative of the German Federal Ministry for Economic Affairs and Climate Action.

German event highlights

March 8-10 – Panels and networking sessions dive into AI policy and regulation, AI’s impact on the music industry, and innovative storytelling. A Berlin-focused showcase on Sunday (March 9) and German Startup Night (March 10), hosted by the Digital Hub Initiative, will highlight Germany’s startup scene. Discussions will dive into AI policy and regulation, AI’s impact on the music industry, and innovative storytelling.

March 11-12 – Panels, B2B matchmaking, and networking events will connect German music professionals with the US and international industry. Topics include resilient nightlife communities and global artist mobility & visas.

March 10-12 – Live performances take over the GERMAN HAUS stage in the evenings, featuring Germany’s top emerging artists. The event culminates on March 12 with the GERMAN MUSIC EXPORT showcase, starring Niklas Dee, Laura Lee & The Jettes, and more.

GERMAN HAUS is organized by GERMAN MUSIC EXPORT of Initiative Musik and backed by over 20 partners from music, startups, technology, and film. With its mix of expert discussions, cross-Atlantic collaboration, and unforgettable live music.