It’s no secret if you hang around this blog that SXSW is my favorite event of the year. I’ve spent over a decade now capturing it for the Client Events Team at SXSW, alongside the other additional clients that I work for while I’m there that week. You come out of it feeling exhausted, happy, and with the adrenaline of 10 wild days coursing through your veins. As the dust settles on another SXSW, it’s time to sift through the chaos and spotlight the moments that made this 2025’s festival a standout. Here’s a no-nonsense recap of my top 10 SXSW 2025 highlights and experiences:
1. SXSW Song Camp at Arlyn Studios
The Ascap sponsored SXSW Song Camp is not just about making music—it’s about making music under a ticking clock. Over three days at the legendary Arlyn Studios, a rotating mix of artists, songwriters, and producers were thrown together in an intensive collaboration, with one goal: create a brand-new song every single day.
Each morning, musicians who had likely never worked together before were paired up, some bringing their own distinctive sound, others adapting on the fly. By night, they had to present a fully produced track. The end result? Twenty-five fresh songs, countless new friendships, and a deeper understanding of what it takes to push artistic boundaries under pressure.
Beyond the structured chaos, what makes Song Camp special every year is the camaraderie it builds. Some of these pairings didn’t just survive the challenge—they thrived. You could see real musical partnerships forming in real-time, connections that will likely extend beyond SXSW itself and that’s an exciting thing to both document and witness.
I’ve had the good fortune of capturing this both last year and again this year and it’s quickly become the thing about SXSW that I look forward to the most. It’s fun to bear witness to the creative process, but it’s extra thrilling to hear the final products at the week’s listening party. Other notable artists from the camp that I caught that aren’t in this list include R&B artist Zikai and Puerto Rican reggaeton musician Elia. Song Camp was undeniably #1 out of all of my SXSW 2025 highlights and I can’t wait to be back next year.
2. Kassidy
Before I even realized he was a participant at SXSW Song Camp, we had already handpicked Kassidy as an artist to see, drawn in by his raw soulful vocals. Discovering his involvement in Song Camp only reinforced what we had already suspected—this guy is something special. Watching him navigate collaborative songwriting with honesty and vulnerability, and his solo performances throughout the week, it became clear that his talent isn’t just in the music but in his openness, generosity, and undeniable ability to connect with people.
Not to mention, he absolutely slayed at karaoke at The Hole in the Wall. As the college kids in the room said, “your friend is pretty good.” Offstage, he’s a gem of a human—humble, kind, and the kind of person you can’t help but root for.
With his new single, Will I Ever Love Again, dropping this week, it feels like just the beginning for Kassidy. I can’t wait to see where his journey takes him next and I’m pumped to have him in my SXSW 2025 Highlights list. I can’t wait for our paths to cross again.
3. Mpac/Deli Boys Panel: Defying Invisibility
Hosted by the Muslim Public Affairs Council (MPAC), the “Defying Invisibility: Muslim Narratives & Writing the Wrongs” panel was a candid discussion on Hollywood’s chronic failure to include representation of Muslim narratives. Moderated by comedian and actress Yasmin Elhady, the panel also featured Hoda Abrahim, her co-host from Muslim Matchmaker. Joining them were comedians and actors Asif Ali and Saagar Shaikh from Hulu’s new show Deli Boys. The discussion focused on the challenges and successes of bringing authentic Muslim stories to the forefront, highlighting the importance of combating stereotypes and ensuring genuine representation in media.
Having collaborated with MPAC at Sundance, I’ve witnessed their relentless dedication to elevating Muslim voices in the entertainment industry. Their commitment to reshaping narratives and advocating for inclusivity continues to inspire and drive meaningful change and I’m so thrilled to continue this amazing and rewarding partnership photographing their events for them.
4. Kost AI’s VR Film: “In the Current of Being”
Capturing an immersive XR/VR experience like In the Current of Being is no easy feat. The exhibit’s design was integral to translating the mood and emotions of the film, and I wanted the photos to reflect that same sensation of being within that world. The darkness of the space, coupled with strategic lighting, created a feeling of depth and texture. I focused on how the physical environment interacted with the participants, showcasing the architectural elements and the space as an extension of the narrative within the VR experience. The room was intentionally dark and atmospheric, with participants wearing VR headsets and engaging with haptic technology. Instead, I aimed to capture the environment itself—the art, the structure, and the design of the exhibit—as they immersed the participants in a sensory experience that mirrored the feeling of the film they were experiencing. I wanted the images to not only document the experience but to evoke that same sense of immersion that participants felt when they stepped into the exhibit.
It was about communicating how it felt to be in the room, capturing how the physicality of the space—the shapes, the lighting, and the overall structure—mirrored the abstract emotional journey within the film, which, I also was able to experience. The team itself was incredible and so full of energy (despite their all-nighters to get read), enthusiasm, and vision. I was proud to be trusted by them to capture their work of art and even more proud when they won the inaugural Agog Immersive Impact Award.
5. Aiko
To be honest, I’m still not completely certain what even happened onstage at the Radio Day Stage when Aiko stormed on. This Moscow-born, Czech Republic-raised, and now Brighton-based artist, was a whirlwind, both literally and figuratively. In 2024, Aiko made history as the first Czech female artist featured in Spotify’s global EQUAL campaign, with her face gracing Times Square. A genre-bending, force of nature, her set was my favorite show to photograph the entire week. Bright, bold, wild, and colorful – just the way I love it.
6. Bruvvy’s Fucking Raucous Rock
Sometimes, when every rational part of your brain is telling you to go home—because, let’s be honest, you’ve already had too many drinks—you somehow still find yourself getting talked into heading even farther south to C-Boy’s for a rock band. A ROCK BAND? you ask again, incredulous, because this is C-Boy’s—a place dripping in blues and soul, not exactly a haven for thrashing guitars. But your new friend swears it’s worth it, so you pile into an Uber at 1 AM with a Moroccan driver named Abdelghafour, who is thrilled to learn you’ve rented a riad in Marrakech.
It’s late. You order tequila sodas with so much lime the bartender might get fired. Then, Bruvvy storms the stage—late, abbreviated, but absolutely unhinged. Liz Varnum is a force of nature, ending the set by crowdsurfing her way to the disco ball, narrowly avoiding a run-in with a fan that could have doubled as a horror movie prop. One of her guitarists looks like Jason Mamoa. He knows, I asked. Their set was sweaty, chaotic, and a loud, unapologetic reminder that rock’s just been behind a door, waiting for the right people to light the fuse.
Later that week, we abandoned official SXSW sets yet again to catch a full Bruvvy show at the legendary Hole in the Wall. I dragged four of my friends north to campus, swearing they would love it. And guess what? They did. Because sometimes, you just have to trust your gut—and the band that nearly slices themselves open for rock ‘n’ roll.
7. Sam Ryder’s Meteoric Rise and SXSW Debut
Sam Ryder’s started as a TikTok sensation and then became a Eurovision star, earning second place and making him the highest-scoring UK entrant in Eurovision history. We caught him at the always stellar British Music Embassy, whose lineups are always well-curated and to-be trusted. He’s got some insane pipes on him (though we have discovered his current recordings/releases to be lackluster compared to his incredibly moving live performance. I’m incredibly excited to see where his journey takes him and I hope to see him not only perform live again in the future, but lay down some songs that are really exemplary of his vocal range.
8. Sir Jude: Cinematic Pop with a Dark Edge
Juliana Barillaro, musically known as Sir Jude, was also an alum of this year’s SXSW Song Camp. It was kind of incredible to watch her work in the song camp groups – she’s gentle, validating, and incredibly observant. Her ability to listen between the words at what people were searching for was a skill and an impressive one to watch her navigate. I was excited to catch her set at the 13th Floor, which tends to be dark, dirty, and incredibly moody (it was) and then even MORE excited to find out that she was playing at the Presbyterian Central Church, which is an absolutely incredible venue for her grunge dipped cinematic, but broody and sensual synth-pop. She now calls London home. It was an honor to photograph her at SXSW. She creates an immersive experience and it’s one to keep on your radar.
9. Netflix’s Love is Blind House
I used to pretend that I only watched Love Is Blind “while working.” This is, in fact, a bold faced fucking lie. I love Love is Blind. I love it in every form. I’ve watched every country’s version of it. I’ve watched every season as soon as it comes out. I’m not sure why, but there is something really earnest about a bunch of people that really do just want to find their person, as insane as this sometimes wedding photographer thinks that is. It’s also incredibly rewarding that so many of the successful couples, years later, are still together. To celebrate this 8th season of Love is Blind, Netflix transformed Lucille Bar on Rainey Street into the “Love is Blind” House, complete with golden goblets and photo ops galore. Spoiler: we stole our goblet. In addition, there were a TON of current and former cast members running around SXSW and photo ops abounded. I ran into so many of them and y’all, I ate my heart out so there’s no question why this made my top 10 list of SXSW 2025 highlights.
Also, Chelsea Blackwell is a fucking kick ass gem of human.
10. The Cardinals
Hailing from Cork, Ireland, the Cardinals were one of those bands at SXSW that I stumbled upon. They weren’t on my radar at all, but as I walked past the Radio Day Stage at Brush Square Park one day, I was lured in by their gritty sound. First of all, there’s a wild accordion player. There’s a bit of post-punk. There’s an intense melodic through-line that I think hails from their Irish roots, but I’m no musical expert, just a fan. There’s an undeniable energy that I didn’t want to tear myself away from.
I have a many more of my favorite images to share on instagram along with my SXSW 2025 Highlights. In the meantime, if you already miss SXSW like I do, I’ve got all my past SXSW content on my blog for you to relive through all the years and start planning next year.
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