Join SXSW and the Austin Chamber for the December edition of Innovate Austin: a special evening dedicated to Austin’s iconic music scene. Hosted at the brand-new Waterloo Records location, this event celebrates 40 years of music in the Live Music Capital of the World® and kicks off SXSW’s own 40th anniversary season.

Enjoy a lively conversation featuring influential voices that have shaped Austin’s music scene, moderated by Omar Lozano, Director of Music Marketing at Visit Austin, with tunes from local favorite DJ SoyEllaElla.

You’ll also hear from the SXSW Music Festival team, sharing updates on the 2026 event, including exciting changes to the festival footprint and experience. Plus, an early tease of the artist lineup!