‘An opportunity that blew me away’: Students explore exciting SXSW environment

Every spring, the city of Austin, Texas, is transformed into the music, film and media festival South by Southwest (SXSW). This creative media event pulls in over 500,000 attendees and offers firsthand engagement with the latest trends and upcoming talents in the media sphere. The School of Media Arts and Studies sends a group of Ohio University students every year to participate by interacting with mentors, attending panels, watching live performances and learning from professionals in their field.

Director of the School of Media Arts and Studies, Josh Antonuccio, says that during his time facilitating the program, he has seen how the SXSW experience can change participants’ lives. 

“The 12th Ohio University SXSW trip provided another extraordinary opportunity for students to learn, network and expand their horizons amongst scores of industry leaders,” says. “Our students spent the week in rooms with the people actively shaping music, film, storytelling, and emerging tech; attendees came home with relationships that will outlast their time in Austin. I've watched this trip alter the trajectory of hundreds of careers, and this year was no exception.”

Before leaving for Austin, the students research the event lineup, then are able to choose which panels and experiences they want to attend and build a personalized strategy. Each activity offers unique insights into aspects of the entertainment industry. Zoe Daugherty, a music composition student, says the events at SXSW made the trip unforgettable.

“I really enjoyed the film premieres,” Daugherty says. “There’s something different about seeing a movie in the crowd with the people who made it and are really passionate about it.”

Participants immersed themselves in experiences that they normally only see on TV, such as red carpets and exclusive live performances. Running into famous people is a common occurrence at SXSW. Sophia Ives, a visual communication major, was awestruck by the keynote speaker at the festival this year. 

“An opportunity that blew me away was getting to see Steven Spielberg at a keynote speaking event,” Ives says. “It was really rewarding and amazing to hear his insights.” 

Along with the incredible opportunities, Ives praises the atmosphere in Austin, highlighting how it’s a great place to foster creativity and innovative ideas among bright minds in the industry. Ives was inspired to pursue new projects during the rest of her time at OHIO. 

“It was really great how eager all the creatives were to connect with others,” Ives says. “Getting the opportunity to meet with different mentors has inspired me significantly, and I’m really excited to get back [to OHIO] and get going with my work.” 

Networking with professionals in the industry can be a great way for young people to begin their careers, however, the “cold email” approach can be intimidating. SXSW offers a chance to practice those skills in-person.

Maggie Louderback, a theatre production major, is interested in lighting and set design. During the SXSW experience, she connected with staff and volunteers who helped design the festival. 

“It’s such a welcoming environment where people are so willing to talk to you and answer your questions,” Louderback says. “The networking is really great.”

Life after graduation can be intimidating for a lot of students, especially in the rapidly changing creative industries. SXSW provides many students with a chance to get firsthand accounts of jobs they may be interested in, with a potential glimpse of what their careers may look like after college. 

Jackson Rush, a media arts production major, says the experience made him feel more prepared for the future. 

“It’s really reassuring to see these people in the industry that I might be working with post-grad and think ‘yeah, I definitely fit in here,’” Rush says. 

Music production student Sarah Little shares similar sentiments. She attended a session with the actor Keke Palmer, who is an inspiration to Little.

“To be surrounded by so many forward-thinking and motivated individuals made me feel even more excited about my career path,” Little says. 

Students who are interested in traveling on the 2027 SXSW trip can attend the information session on September 9 to hear more about the experience. 

More music industry experiential learning opportunities:

• Brick City Records
• Music Industry Summit
• OHIO-in-LA
• The music production masterclass series