![]() The most visible brand to emerge this year, marrying music and tech, was Lablecoin. While it became very clear that the event schedule was overloaded and jam-packed, there were some standouts topically that I found to be of note. When I arrived at the convention center, the buzz and energy was tangible inside as well as in the nearby Fairmont Austin, in which additional panel programming was taking place. The Future of Music Was Hidden In Plain View Here is a look at what stood out among the week’s highlights The closest thing in terms of event size and similarity would be NAMM, but the way the event is fully extended into the surrounding area is wholly different and unique. The Austin Convention Center acts as a hub, but the event extends throughout nearby hotels, and sprawls outward, integrated into the surrounding downtown community and rentable building spaces, bars, clubs, and venues. While the event still features its signature showcases for up-and-coming acts and artists, SXSW’s music festival roots are now far surpassed and eclipsed by its interwoven major brands and sponsors, as well as focus on tech, TV and film, and the business of music and multimedia. Live music industry presence was thinner, though it was headlined by presence on some panels featuring business leaders from AEG highlighting their industry lead in XR integrations and activations with their festivals, like Coachella. ![]() The record industry, reps from major talent agencies, streaming companies, and publications in music helped to fill out panel spots where they were joined by others from a number of tech-based companies. In a massive turnout, the worlds of music and tech collided in unparalleled fashion. ![]()
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