SXSW Sydney has launched its public program for 2024, which will see Tumbalong Park transformed into a hub of creativity as it plays host to activations from brands, as well as talks, tech demos, live music, meet and greets, esports competitions, and more.
Minister for jobs and tourism, minister for the arts, and minister for music and the night-time economy, John Graham said: “Last year’s first-ever SXSW Sydney was a massive success and we’re very excited to build on that great start this year, starting with today’s announcement of the free event program in Tumbalong Park.
“The SXSW festival in Austin Texas is a global icon, Sydney’s event is fast becoming one too. It will attract visitors from around the country and the world and showcase Sydney as the creative powerhouse that it is.
“The NSW government is committed to helping people with the cost of living. This free SXSW Sydney program gives people a chance to take part in this global festival, have a great day or night out, at no cost.”
Tumbalong Park will again serve as SXSW Sydney’s free events hub, with more experiences stretching from Darling Harbour around to Chippendale and Ultimo.
Badge holders, wristband-holders, and the public will be able to access new innovations and artists, while experiencing SXSW Sydney’s core pillars: Tech and Innovation, Games, Music and Screen.
“+91 Calling!”, a single-day showcase festival of Indian creative culture will take place at the Tumbalong Park Main Stage on Sunday 20 October, featuring six acts from India and the Indian diaspora with genres spanning hip-hop, pop, R&B, club and neo-classical.
The Tumbalong Park Main Stage will also feature Ben Gillies (musician, songwriter and Silverchair co-founder) with Johannes Saam (futurist) and Tushar Apte (producer and songwriter) for a live demonstration session and performance.
Other activations set to appear at SXSW Sydney 2024 include:
• Commbank – Back for the second year in a row as a super sponsor, the new activation will see interactive challenges designed to put scams and fraud knowledge to the test. Attendees will learn ways to stay ahead in the digital age.
• Zeekr – Global premium electric vehicle Zeekr has been announced as a SXSW Sydney 2024 super sponsor. Zeekr will be making its brand entrance and vehicle launch in Australia with SXSW Sydney through two activations: a test drive zone at the ICC Sydney and an activation at Darling Harbour.
• The Growth Distillery – The Growth Distillery has been announced as the 2024 presenting partner of The Dome, an all-new stage located at the centre of Tumbalong Park which will feature a range of experiences, including talks, meet and greets, book signings, demonstrations, surprise performances and more.
• ALL.com | Accor Hotels – SXSW Sydney’s accommodation partner, will bring to bring to life the art of hospitality inside the ALL.com Lobby at Tumbalong Park.
• Suntory Minus 196 – Suntory Minus 196 returns in 2024 and once again will be bringing its Extreme Vending Machine to SXSW Sydney.
• Intuit Mailchimp – Intuit Mailchimp presents Email is Dead, open at Tumbalong Park from October 14 through to October 20. This interactive activation brought to you by Intuit Mailchimp’s in-house creative agency, Wink, examines how email helps shape work lives, relationships, cultures and economies.
• ARN – ARN will be at Tumbalong Park with an activation showcasing its brands: KIIS, WSFM, iHeart, and CADA.
• Papa Salt – Papa Salt will be at Tumbalong Park on October 19th and will present the Australian Premiere of The Endless Summer 60th Anniversary and the debut of the Papa Salt Paloma, a new premix can.
Brand Houses returning in 2024 include Brand USA, Prime Video, and DEPT®.
SXSW Sydney takes place on 14-20 October 2024.