The Heartbeat of SXSW Sydney

The Amex Universal Music House brought the worlds of music, culture, and innovation together in a truly unforgettable way at the inaugural SXSW Sydney festival.

Part conference, part concert, the Music House was a dynamic three-day takeover featuring some of the most exciting thought-leaders in the industry. Panels and talks explored the trends shaping the future of music — from tech innovation to cultural shifts — giving audiences exclusive insights from those redefining the industry.

As the sun set, the venue transformed into an electrifying live music space, with a lineup of the hottest musical talent including Caity Baser, Middle Kids, Drax Project, Kobie Dee, BAARKA, Ben Swissa, Cat & Calmell, Eliott, Telenova, Sgt Slick and Sophie Hutchings delivering powerhouse performances and DJ sets that kept the energy high and the crowds buzzing.

Designed to be as immersive as it was inspiring, the Music House also featured a series of interactive experiences, including a pop-up record store with custom t-shirt printing, exclusive vinyls and an insta-worthy META booth for guests to record their very own music video clip. 

Universal Music House quickly became one of the hottest tickets at SXSW Sydney, driving buzz, brand love, and unforgettable memories across the festival.