What is the South by Southwest festival?

Every March, South by Southwest (SXSW) transforms Austin into a global laboratory for creativity and innovation. Born in 1987 as a modest festival showcasing the local music scene, SXSW has grown into a sprawling gathering where technology, film, music, culture, entrepreneurship, and new forms of creation converge. Today, the event brings together hundreds of thousands of attendees from over 100 countries and includes major conferences, screenings, concerts, showcases, immersive demonstrations, and countless professional networking opportunities. The event is recognized as an international trendsetter—a space where experts, artists, entrepreneurs, researchers, content creators, platform leaders, and innovators from all backgrounds come together. Influential figures and experts speak out, while the entire city becomes a testing ground with hundreds of venues involved. During SXSW, Austin also becomes the major venue for pop-up shops from the big studios in the world of their major IPs, such as the Amazon House or Paramount+'s La Lodge. SXSW thus embodies a unique point of convergence between cultural and creative industries, emerging technologies, brand image and imagination - and where French delegations have made a habit of showcasing their creativity and know-how.

Why are Bpifrance and French Touch participating in South by Southwest?

SXSW is an essential gathering place for entrepreneurs in the cultural and creative industries. They have the opportunity to attend top-level conferences and make crucial connections that can lead to signing contracts. However, navigating the event alone and accessing a substantial and truly relevant international network can be challenging. With the French Touch delegation, there is strength in numbers: entrepreneurs connect directly with local players and the American ecosystems relevant to their market, follow a customized program, and benefit from strategic support throughout their stay.

What is the program of the French Touch delegation at South by Southwest?

The five-day immersion program includes panels, workshops, keynote speeches, discussions, networking opportunities, immersive experiences, and a showcase of French creativity at the French Touch event at Venue 6 (formerly The Venue ATX). This day, part of the official SXSW program, is dedicated to highlighting the latest French creative innovations and featuring renowned French speakers. Villa Albertine will present four virtual reality experiences during this day, which will conclude with an exceptional musical lineup featuring internationally acclaimed French DJs and artists.

La French Touch Rendez-vous is an event presented by La French Touch and Bpifrance, with the support of Villa Albertine, the French Institute for Culture and Education and the French-American Chamber of Commerce - Texas.

What movies and series are there to watch at South by Southwest?

South by Southwest is also a major event for film and television premieres, attracting some of the biggest names in world cinema. In 2025: Matthew McConaughey was there for The Rivals of Amaziah KingBen Affleck for The Accountant 2Nicole Kidman for the thriller HollandPaul Rudd and Jenna Ortega for Death of a UnicornSeth Rogen for The StudioSadie Sink Stranger Things for Odessa, or even Blake Lively for Another Simple Favor.

This edition will also have its share of world premieres: among the most anticipated films, we note, among others... Ready or Not 2: Here I Come, the highly anticipated sequel to the horror and satirical hit, starring Samara Weaving & Kathryn Newton; They Will Kill You, a horror comedy starring Zazie Beetz, announced as one of the flagship Midnight Movies; Mike & Nick & Nick & Alice, a gangster comedy starring Vince Vaughn, Eiza González, and a strong cast. On the series front, SXSW will host major TV premieres: Margo's Got Money Troubles, a comedy-drama directed by David E. Kelley starring Elle Fanning, Michelle Pfeiffer and Nick Offerman; The Comeback Season 3, the return of the cult series with Lisa Kudrow, in a world premiere; The Audacity, a series created by the producer of Succession & Better Call Saul, starring Billy Magnussen and Sarah Goldberg. Thirty-one augmented reality projects will also be presented, including seventeen in competition, a segment that has been closely watched for many years and always promises some great surprises.

What are the major trends in this new edition?

For the past few years, SXSW has been embracing the creator economy. Since the 2024 edition, a series of panels has been specifically dedicated to this booming sector. Numerous roundtables, meetings, and masterclasses have put content creators in the spotlight, such as Casey Neistat, a major figure on YouTube and a pioneer of modern vlogging; Lilly Singh, a Canadian creator and comedian; and Sean Evans, co-creator and host of Hot Ones…but also executives from companies like Twitch, YouTube, TikTok, Meta, and Snap Inc. This momentum extends beyond the conferences through numerous activations and pop-ups dedicated to the major IPs of the creator economy. SXSW has already announced a crossover conversation for this year's event, bringing together Snap Inc., Meta, YouTube, and TikTok, and featuring Jack Conte, co-founder and CEO of Patreon; Jordan "The Stallion," the creator who went viral on TikTok and Instagram; and Jon Youshaei, creator, journalist, and former executive at YouTube and Instagram. Discussions on the creator economy will be key to watch at this 2026 edition.