The random interactions of SXSW were great, but in the formal parts the audience felt more like spectators than participants
Unlock’s curator Cat McGinn writes:
If I'd predicted what my key takeaways from SXSW Sydney would be, I very much doubt they would have included how much I miss Twitter.
Not the current cesspool of hate speech fomented by a ketamine-huffing billionaire, but Twitter circa 2009 or so.
SXSW offered a wide range of speakers—some incredibly compelling, others less so. But as I've seen expressed in countless social media posts, the nature of a live event is that it’s often the spontaneous moments, the unexpected corridor conversations, that end up having the most lasting impact.
Twitter once played a key role in creating these connections, offering a backchannel for real-time engagement that made events feel interactive and intimate. Twitter circa 2010 was a global platform that enabled local connections. There were events dedicated to bringing Twitter friends together in real life, and while anyone who has fallen foul of a live, unmoderated Twitter stream will know the interactions aren’t always productive, they were always vibrant.
The challenge of SXSW is that for all the efforts made by the team to streamline and consolidate venues, it’s still a logistical sprawl. As one delegate quipped, it was "more of a physical workout than a creative one at times."
The sheer number of choices at SXSW could feel overwhelming, making it less about discovery and more about navigating the vast spaces and cramming as much as possible into the day. The focus seemed to be on showcasing the biggest names and brands, which often left the audience feeling more like spectators rather than participants.
This lack of audience integration struck me. For me, an event like this should be more than just a stage for speakers or a platform for sponsors; it should invite the audience into the conversation. Without that, the experience feels one-sided: a monologue where the most valuable interactions are often left on the table. The real magic of an event isn’t just in the presentations; it’s in the connections formed between attendees, during those moments that make guests feel like they’re part of something larger.
I’m conscious that all roads lead to AI, but these are opportunities for technology to make a real difference. Imagine an app that doesn’t just provide a schedule but curates your experience, helping you connect with like-minded people, facilitating those moments of serendipity that used to happen organically on platforms like Twitter. AI could guide you through the vast array of choices, learning from attendees’ preferences in real-time, suggesting not just sessions but also potential connections.
Creating a personalised event experience ensures you’re not just attending, but engaging in a way that feels meaningful. It’s about building a community that extends beyond the moment. Events, when done right, should spark ongoing conversations and foster connections that sustain long after the final session ends.
It’s not just events that can benefit from this approach—brands can learn from it too. Brands focusing on curating meaningful experiences for their audience could hold a competitive advantage. By harnessing customer data and technology, they can offer personalised recommendations, cutting through the noise and helping customers navigate overwhelming choices. By doing so, brands become trusted guides, helping consumers feel confident in their decisions, not just in the moment, but for the long term.
One of the key themes I’m seeing emerge in curating our new event, Unlock, is the shift in customer behaviour within the nighttime economy. Consumers are craving meaningful experiences more than ever, yet they’ve become more risk-averse. With an overwhelming number of choices, people turn to influencers as a proxy for “someone like me” to guide their decisions.
Adland loves to talk about brands “creating culture,” but the truth is, for most B2C companies, that’s a heavy lift, requiring significant, long-term investment. The real opportunity lies in helping customers feel confident that they’re making the right choices, every time. Brands that can fill this gap—offering not just products or services, but a thoughtfully curated experience—will find themselves in a unique position of offering value.
In the end, what truly matters is turning experiences into more than just moments. It’s about creating something that resonates and carries on, much like the serendipitous conversations and encounters that make events like SXSW special. The challenge, for both event organisers and brands, is to tap into that potential, using technology and human connection to turn fleeting experiences into long-term engagement.
By removing the friction in decision-making, brands become more than just providers—they become facilitators of experiences. That’s what we’re moving toward: not just products, but paths, wayfinding through a chaotic and oversupplied ecosystem.
Brands that take on this role aren’t just selling; they’re shaping the night itself.
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