Tacos and Tacheles: That Was SXSW 2026

The fortieth edition of SXSW has just come to an end in Austin, USA. Over 850 conference sessions and more than 600 mentoring and networking events have taken place here in the Silicon Hills of Texas over the past few days. With its abundance of high-tech companies and its innovative reputation, the city has been competing with its Californian namesake for years. The best conditions for a conference at which the most important trends in tech, media and society are discussed. And for the delegation from the Bavarian media industry, which was able to pick up ideas, inspiration and contacts on site.

Panels and exhibition in the German Haus at SXSW 2026

The point of contact and starting point for exploring the conference in the city center was once again the German Haus, financed by the Federal Ministry for Economic Affairs and Energy, where XPLR: MEDIA in Bavaria was a partner. Over five days, there was a lot of discussion on and off the stage. International networking formats on the location’s roof terrace ensured plenty of exchange between guests and participants. “We made some really great connections here at our first SXSW and at German Haus and would love to come back,” says Magnus Strobel from the democracy platform Nexus Politics.

This year, Strobel and many others were able to benefit from the exhibition space for startups in the German Haus, where young German companies from the fields of AI, DeepTech, MediaTech, society, entertainment, XR and many more presented themselves every day. Among them were the Bavarian media start-ups SUMM.AI, Resonance Spaces, Nexus Politics and PHONT, which has already received funding from Media Lab Bayern.

Bavarian feeling in Munich Haus

The German-Texan Heritage Society in the north of Downtown took on Oktoberfest-like characteristics on Saturday when the location became Munich Haus for a day. Naturally, many American, Brazilian and other international guests didn’t need to be asked twice. However, the FC Bayern broadcast, beer garden and hammering did not distract from the actual aim of the event: to showcase the innovative strength and locational advantages of the Munich ecosystem.

At the XPLR: MEDIA stand, networking and visibility for the Bavarian media industry were the top priorities. Those who also completed a short quiz were also able to receive this year’s Bavarian delegation pin.

Unique opportunity for exchange and inspiration

The need for exchange was not only great at the events and exhibitions in the German presences. On all official SXSW stages and in the representations of other countries and regions, the sharing of experiences and dealing with current challenges, above all the enormous upheaval caused by AI, were on the agenda. The new orientation of SXSW with parallel tracks on innovation, film and music did not detract from this.

The members of the Bavarian delegation were once again convinced that SXSW was an important meeting point and an inspiring experience for the next projects back home. Christian Nitsche, editor-in-chief at Bayerischer Rundfunk, on his take-aways from the last few days in Austin: “Just take the momentum with you. We will benefit from this trip to SXSW for months to come. From the ideas, the contacts and, above all, the Texan spirit: Just do it!”