Navigating SXSW 2025: Artists to Watch Out For and What to See at the Festival

For over 35 years South by Southwest (SXSW) has been a premier destination for creatives looking to make a name for themselves. Every March, musicians and industry professionals from around the world travel to Austin, Texas, for a week of talent showcases, career development and networking. With workshops, conferences, and thought-provoking exhibitions, SXSW 2025 is jam-packed with opportunities to learn, grow, and navigate the business of music, film and interactive media.

Spotlighting SXSW success stories are essential when talking through the festival’s impact, and Cleveland native Kid Cudi is a prime example. While only a handful of the thousands of artists who perform at SXSW break into the mainstream, taking your shot could be well worth it. 

In 2009, Cudi had a surprise introduction by Kanye West at the Fader Fort via GOOD Music, which led to a feature on Jay-Z’s Blueprint 3 and his own Complex cover. Other artists, like Odd Future and Janelle Monae, also gained credibility through their SXSW performances. For emerging artists looking to catapult their careers, this festival should be high on your to-do list.  

Navigating SXSW has never been easier, thanks to advancements in technology and new festival features. SXSW’s website now includes artist profiles, allowing creatives to showcase who they are and what they are seeking–whether it’s brand partnerships, management, or mentorship. Beyond the music festival, attendees can engage in workshops like “Draw the Future: Imagining Future Products & Experiences” for professional development. They can also RSVP for mentor sessions with industry experts, such as Spotify’s Jen Massett, or explore immersive experiences like art exhibits and technology demos. 

As we mentioned earlier, the festival is a hub for breakout talent. So if you’re looking to check out new sounds beyond the tech side of SXSW, keep an eye on a few of these up-and-coming artists. 

Lisha G

Lisha G, a rising star from Camden, South Carolina, is making waves with her fast-paced, bold style. Known for her rapid-fire delivery and unique blend of wit and realness, Lisha’s sound is a reflection of her southern individuality and drive. Her tracks like “Choppa Sound” and “Whatcha Got” earned her a 9.3 rating of Pitchfork, showing that her talent is undeniable and one to watch. Catch her live at SXSW on March 11th, where she’ll bring her presence to the stage and prove why she’s next up. 

Millian

Millian, an artist from Lagos, Nigeria, is representing the vibrancy of Afrobeats at SXSW 2025. Known for blending Afrobeats with Pop and Hip-Hop, Millians’s music captures his transformative cultural influences and upbeat vibe. His recent track Oxygen has already racked up over 170,000 views on YouTube, highlighting his growing fanbase and impact in the scene. On March 11th, he’ll perform at All The Vibes DJs & MCs event at the Coconut Club Rooftop proving why he’s becoming a trailblazer in contemporary music.

Samara Cyn 

Samara Cyn, originally from Tennessee, grew up in a military family moving around frequently. This nomadic childhood shaped her music blending soulful vocals with sharp rap. Now based in Los Angeles, Samara began writing music in 2019, quickly turning it from a personal outlet into a career. With over 1 million monthly listeners on Spotify, her sound has gained significant traction. Samara will perform at SXSW on March 14th and she’ll take the stage at Austin City Limits Live at The Moody Theater, presented by Rolling Stone’s Future of Music.