Between 2015 and 2019 Sound Diplomacy was hired by Initiative Musik gGmbH to manage the German presence at SXSW, one of the most important trade shows for the music, technology and film industries in the world, in cooperation with Hamburg Music Business Association (IHM).

What we did:

  • Venue scouting in Austin

  • Event production and preparation for 5+ day event - including conference, concerts and interactive exhibitions.

  • Stakeholder engagement and invitations

  • Programming of music events at the German Haus

  • OrganiAation of Berlin Beats showcase with the support of Musicboard Berlin, showcasing musical talent from Berlin, including Robot Koch, rRoxymore, Stefan Goldmann and Perera Elsewhere.

We have worked in over 40 countries and with over 100 clients, spanning public, private and third sectors, such as the Greater London Authority, City of Cardiff, Ville de Lausanne, City of Brisbane and UNIDO. We are very proud to work with Initiative Musik and the partners of the German Haus on organizing the German presence at SXSW.

South By Southwest (SXSW) is one of the most important trade shows for the music, technology and film industries in the world. In 2017, approximately 1,000 Germans travelled to SXSW, showcase their music and network with international delegates.

A collaboration between different German states, cities and organisations and supported by the Federal Ministry of Economic Affairs and Energy, the German presence included the German Haus and a Trade Show booth at the official SXSW Trade Show in Austin. Our work has involved coordinating activities at the Trade Show booth, but mainly focused on running German Haus. In line with the objectives, the German Haus offers space for showcases, networking activities, workshops, concerts and showcase events.

The goal of the German presence is to provide substantial business and networking opportunities for participating startups, businesses and musicians and to showcase Germany in the US and other international markets. In 2018 the German Haus and the German Trade Show booth registered over 10,000 visitors at SXSW.