Is it just me, or does Sydney feel noticeably more alive than before the pandemic?

We routinely beat out our local peers in the contest of economic relevance (sry Melbs ily). The global tournament, however, has far fiercer competition. We’re in the big leagues now, and so we must play like it.

SXSW is an expensive star to recruit — but one which helps our cause. 

While they may not be perfect, decisions like that of the NSW government to tip millions into SXSW Sydney are investments in Australia’s ability to win. Global relevance ain’t cheap. 

I implore this community to throw off our pernicious tall poppy tendencies and lean into the momentum that’s begun, rather than cut it down. Whether your manager approved the purchase of a badge, or you opt to relish in the energy of unofficial satellite events, I encourage you to ‘yes, and’, rather than ‘no, but’. 

While they may not be perfect, decisions like our state governments’ to tip millions into SXSW Sydney are investments in Australia’s ability to win. 

If you’re reading this, it’s likely you (like me) are part of the tech ~ecosystem~. 

Let’s not forget that this investment made into SXSW has also brought a weeklong film festival, music festival, and plenty more to the city. The City of Sydney reported a total economic impact of $107 million from the 2023 event.

The original SXSW started from the bottom up. A real DIY vibe. As with all things cool, it was only a matter of time before the brands found it. Sydney’s version of this timeline is inverted. The inaugural year was defined by its corporatism, its sterility. It was always going to land a bit awkwardly. 

Since then, however, momentum has picked up. Genuine memories have been made. Impact, energy and reach have grown. More people are being included, kinks are being worked out. People are ‘just doing things’. These take time, and we are on the path.

Chappell Roan headlining Laneway (and the Hottest 100) does not imply a lack of homegrown artists. This is simply the reality of Australia being part of a worldwide market. Aussie consumers demand the products at the top of the global charts (just ask Spotify). Friedman’s globalist thesis that ‘the world is flat’ has been etched in stone. 

(As an aside, yes, we could’ve done way better than Snoop at the AFL grand final.) 

All this should not imply that we ought to simultaneously (and even more loudly) celebrate all we have built, and are building. We contain multitudes. SouthStart, Spark, TIF, Sunrise, SomethingTech, and West Tech — they’re all doing wonderful things for our ecosystem. The people behind these and countless other grassroots initiatives are the lifeblood.

It’s been a while since the IOC Chair called Sydney’s Olympics the “best games ever”. More recently, though, we’ve hosted World Pride and been promoted into the World Marathon Majors. Melbourne’s longstanding F1 and Australian Open tentpoles. All of these receive government funding, and all contribute to the same goal. Trust — I, too, love an underdog, but where would we be without big swings? 

Our affiliation with SXSW’s renowned brand sees our creatives and technologists serving as global ambassadors. It is an opportunity to welcome overseas visitors and put on display what’s going on here. They will tell tales of our shores upon their return.

Would I trade SXSW Sydney for Dark Mofo? In a heartbeat. But I’ll forever applaud imperfect efforts that are helping push Australia’s brand even higher.