SXSW’s first-ever London edition brought a powerful collision of industries, ideas and technologies — from AI pioneers and space entrepreneurs to music legends and cultural trailblazers. Over six days in Shoreditch, eight standout themes emerged, each with the potential to redefine how we create, distribute and experience music.
For a deeper dive into the festival’s insights, download the full SXSW Trends Report here.
Here’s Tuned Global’s take on how these trends could shape the future of music technology and influence user behaviour.
1. Agentic AI – from automating tasks to co-creating with us
The SXSW takeaway: AI is evolving from a productivity tool to an autonomous collaborator. These “agentic” systems can act independently, pursue goals, and free humans to focus on creative and strategic work.
“The AI economy will be built by those who act — not those who watch.” — Sarah Franklin, CEO of Lattice
Music tech impact:
In music, AI could go beyond recommendation engines or mastering—imagine autonomous playlist curation, dynamic marketing copy testing, or real-time fan-tailored experiences. The opportunity lies in designing AI that elevates human creativity and authenticity. For some, this is about shifting from building low-level API tools to developing specialised agentic AI tools that simplify integrations.
2. Space – the next infrastructure frontier
The SXSW takeaway: Space is no longer just for astronauts, it’s becoming critical infrastructure for energy, communications, and even biotech.
“We’re building factories in orbit. It’s just going to be part of the supply chain.” — Katie King, CEO of BioOrbit
Music tech impact:
Satellite and low‑orbit connectivity could unlock streaming in underserved or remote regions, a strategic growth opportunity. Industry players could explore satellite-delivered music services, enabling high‑quality experiences where terrestrial internet lags.
3. Collective individualism – empowering individuals within communities
The SXSW takeaway: This philosophy blends personal agency with collective action, empowering people to make an impact while working alongside others.
“We can’t leave everything to governments. We can’t leave everything to big business. We must realise that we as individuals make a difference, and we can influence those around us. You’re here for a reason. Do your bit to make the world a better place for future generations.” — Dr. Jane Goodall.
Music tech impact:
Fans are ready to co-create — whether that’s collaborative playlists, funding artist projects, or voting on releases. Tuned Global’s fan monetisation and community-driven features align beautifully with this trend.
4. Community-driven brands – loyalty through active participation
The SXSW takeaway: Brands that don’t show up for their communities — meaningfully and consistently — risk being forgotten.
“Fandom is no longer a marketing trend of something reserved just for sports or pop culture. It’s really fast becoming the most powerful currency involved for branding, because attention alone does not cut it anymore.” — Suzy Socker, Managing Director, Edelman
Music tech impact:
Micro-communities—around genres, local scenes, or artist tribes—build real loyalty. That's why it's crucial to support micro-hub environments, offering exclusive content, behind-the-scenes access, and live conversations that give fans belonging, not just content.
5. Business with conscience – purpose as a resilience strategy
The SXSW takeaway: In a world rife with geopolitical uncertainty, values and impact matter more than ever.
“Profit and purpose aren’t mutually exclusive but powerful partners when done right” — Sadira Furlow, Chief Brand Officer, Toney's Chocoloney
Music tech impact:
From fairer royalties and ethical licensing to cultural funding and environmental advocacy, purpose can be a powerful differentiator. Modern music tech infrastructure can support partners who embed conscience into their business DNA, enhancing trust and long-term value.
6. The healthcare-tech revolution – personalised wellbeing at scale
The SXSW takeaway: Healthcare is shifting from reactive treatment to proactive, personalised care.
“For the first time in human history, we actually know that there is something you can do to reverse the rate that you will age.” — Dr. Nichola Conlon, Founder & CEO at NUCHIDO TIME+
Music tech impact:
Wellness audio, when paired with data from wearables, unlocks new experiences: think stress-relief soundscapes, sleep-enhancing playlists, or productivity-focused tracks that adapt to physiological signals. Tuned Global's real-time streaming and metadata capabilities make these possibilities scalable.
7. Experience-led marketing – joy as a competitive edge
The SXSW takeaway: People crave sensory-rich, meaningful experiences — especially Gen Z — in a digital-first world.
“Gen Z spends a thousand less hours in the company of someone else and that is really impacting the way this group is feeling and the confidence they have in showing up in person” — Jackie Jantos, President & CMO of Hinge
Music tech impact:
Immersive album pop‑ups, hybrid listening lounges, or spatial audio activations deliver emotional resonance that beats ads any day. Tuned Global can power location‑based activations, spatial audio streaming, and event-driven integrations that make music moments memorable.
8. Redefining influence & authority – trust over reach
The SXSW takeaway: Audiences increasingly value authenticity over reach. Authority now belongs to voices that resonate meaningfully.
“We’re not in the follower-count era anymore. We are entering something new. Something better. This is a genuine influence era, where creators drive every stage of the consumer journey. Where trust beats reach. And where brands finally have the chance to stop chasing vanity and start creating value” — Stevie Jonson, Managing Director of Disrupt Marketing
Music tech impact:
Niche curators, local tastemakers, and creator-led voices offer more engagement than mass-reach stars. Music platforms can tap into this by featuring co-branded playlists, exclusive artist sessions, and direct monetisation for creators. Our tools can help partners foster deep, lasting fan-creator connections.
The bottom line
SXSW London 2025 underscored a simple truth: the future of music tech will be collaborative, authentic, purposeful and adaptive. Whether it’s agentic AI freeing up creativity, health-integrated audio, or community-first platforms—technology should serve human connection and expression.
Ready to turn these trends into opportunities? Contact Tuned Global to power your next music innovation.
