SXSW 2027 Guide: Badges, Prices, Dates & Networking
By Ilyas Kerbal,
SXSW 2027 will take over downtown Austin in March. After a shorter, ‘reimagined’ schedule in 2026, the festival still mixes tech, AI, marketing, film, music and culture in a way no other event does, with tens of thousands of badge holders and festival-goers.
SXSW is not a classic trade show. Most of the business happens in sessions, brand activations, private dinners and side events. This guide explains the badges and prices, who attends, and how B2B teams can get real value from the week.
SXSW 2027 at a glance
| Next edition | March 2027 (2026 edition: 12-18 March, in a shortened, ‘reimagined’ format) |
| Venue | Austin Convention Center + venues across downtown Austin |
| City | Austin, Texas, USA |
| Typical month | March |
| Frequency | Annual |
| Attendance | ~70,000 badge holders and festival-goers |
| Exhibitors | ~300 on the trade show floor plus brand activations around town |
| Industry | Technology, media, startups, film & music |
| Organizer | SXSW, LLC |
| Official website | sxsw.com |
About SXSW
SXSW started as a music festival and became a cross-industry conference covering tech, AI, marketing, media, film, health and culture. Its Innovation track draws founders, brand marketers, investors and big-tech speakers; Film & TV and Music run side by side, with showcases and premieres.
For B2B, the value lies in brand activations, partnerships and networking rather than a classic trade show floor. In 2026 SXSW moved to a shorter schedule and ended cross-access between badges, so attendees now pick one track.
Where does SXSW take place?
Downtown Austin: the Austin Convention Center, hotels, bars and pop-up venues within walking distance.
Does it change location? No. Always Austin in March.
Speaker on stage addressing a large audience. Photo by Alexandre Pellaes on Unsplash.
Who you’ll meet at SXSW
- Founders and startup teams
- Brand marketers and agency leaders
- Investors
- Media, creators and entertainment professionals
- Tech and policy speakers
The audience is specialised and spread across many roles, from senior leaders to hands-on professionals. Not every badge is a buyer, so it pays to know which organisations and titles are coming before you plan meetings.
Your booth is booked. Is your target list? I build enriched SXSW attendee and exhibitor lists so your team can book meetings weeks ahead. Ask about SXSW
Target industries at SXSW
- AI and emerging tech
- Marketing, advertising and brand experience
- Media, creators and entertainment
- Startups and venture capital
- Health and med tech
- Music and film industry business
The sales opportunity at SXSW
SXSW is strongest for brand, partnerships and relationships. Marketing leaders, founders, investors and media people attend, and many of them are easier to approach in Austin than anywhere else.
For B2B sellers the challenge is focus. With so many tracks and venues, it is easy to spend a week in interesting sessions without meeting a single target account. Knowing which companies are sending people, and booking meetings around specific sessions or events, keeps the trip productive.
Who should attend SXSW?
Go if your customers are well represented in SXSW’s audience and you can plan specific meetings around the programme. The event is strong for relationships and market insight.
Think twice if you need volume. The audience is specialised and spread across many roles, so filter the attendee list carefully before investing in a booth.
How much does SXSW cost?
| Option | Price / details |
|---|---|
| Platinum | ~$2,095 (walk-up) |
| Innovation | ~$1,495 |
| Film & TV | ~$1,225 |
| Music | ~$895 |
| Music Festival Wristband | ~$189 |
| Also good to know | Earlier purchase windows are cheaper; prices rise in steps toward the event |
| Typical cost | Roughly $900-2,100 depending on badge type and purchase date. |
Prices change between editions and by registration date, so treat these as a guide and check sxsw.com before you buy.
Does SXSW have an app?
SXSW GO is the official app, schedule building, session reservations (badge holders get reserved slots per day), maps and networking.
If you plan to prospect through the event app, expect friction: limited search filters, caps on messages and connection requests, and no way to get the data into your CRM. It helps on the day, but it is not a target list.
Is SXSW worth it?
| Pros | Cons |
|---|---|
| Excellent for brand visibility and creative partnerships | Expensive badges and very expensive Austin hotels |
| Very diverse network in one city | Mixed B2B/B2C audience; hard to qualify leads |
| Lots of informal, side-event networking | Spread out across many venues |
| Strong media coverage | 2026 format changes reduced cross-track access |
How to prospect at SXSW
| When | What to do |
|---|---|
| Early planning | Pull the attendee, exhibitor and speaker lists and score them against your ideal customer profile. |
| Pre-show outreach | Contact your top tier personally and your second tier with a short sequence. Aim to book meetings, not booth visits. |
| On site | Work from a printed or mobile list of priority accounts and use breaks and evening events for warm introductions. |
| Post-show | Follow up fast, share what you promised, and keep the list for next year’s edition. |
Since 2026, badges no longer give access to other tracks. Check which badge your top prospects hold before you suggest meeting at a session they can’t enter.
Already exhibiting at several shows this year? I can track the same buyers across events so nobody falls through the cracks. Talk to me about SXSW and your other shows.
Frequently asked questions
When is SXSW 2027?
March 2027 (2026 edition: 12-18 March, in a shortened, ‘reimagined’ format). Dates can shift, so confirm on the official website (sxsw.com) before booking travel.
Where is SXSW held?
Downtown Austin: the Austin Convention Center, hotels, bars and pop-up venues within walking distance.
Does it move? No. Always Austin in March.
How much does a SXSW ticket cost?
Roughly $900-2,100 depending on badge type and purchase date. See the pricing table above for pass types.
Who attends SXSW?
Mainly founders and startup teams; brand marketers and agency leaders; investors; media, creators and entertainment professionals.
Can I get the SXSW attendee list?
Event organisers rarely sell attendee lists. Prospector builds one for you from the event app and website: attendees, exhibitors and speakers, enriched with job title, company, company size, industry, LinkedIn profile and work email where available, delivered as a CRM-ready file before the event. Ask about SXSW here.
Get the SXSW attendee list
Planning for SXSW? Send me a message on Prospector. Tell me who you sell to, and I’ll come back with what the attendee and exhibitor data looks like for this event.
Related event guides
- CES 2027 Guide: Dates, Passes, Who Attends & Lead Lists
- UNBOUND 2027 (formerly INBOUND) Guide: Dates & Tickets
- SaaStr AI Annual 2027 Guide: Dates, Tickets & Attendees
Photo credits
- Cover image: Photo by Carlos Delgado on Unsplash
- In-article image: Photo by Alexandre Pellaes on Unsplash
Sources
Event details were last checked in October 2026. Dates, venues and prices can change, so confirm them on the official event website.