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The Best Pop-Up Events and Parties at SXSW 2024

Star-studded and big brand magic are just a few of the buzziest SXSW happenings in Austin

SXSW came through town with a roaring presence this year. Hundreds of thousands descended upon the capital city from all over the world. Between the conference, and the music, film and comedy festivals, there were entrepreneurs, musicians, actors, artists, tech giants, innovative thinkers and creative gurus bustling from scene to scene.

Keynote conference speakers like Meghan, The Duchess of Sussex, Dan Auerbach & Patrick Carney (The Black Keys), and Daniel Kwan & Daniel Scheinert (Directors of Everything Everywhere All At Once) spoke inspiring words. Meanwhile, celebrities like Ryan Gosling, Emily Blunt, Jake Gyllenhaal, Nicolas Cage, Dev Patel, and Sydney Sweeney popped in to premiere their latest TV and film projects while musical showstoppers like The Black Keys and STRFKR graced the stage.

Anne Hathaway and Nicholas Galitzine at the SXSW Closing Night World Premiere of The Idea of You. Photo by Daniel Boczarski: Getty Images for Amazon MGM Studios.

Big brands took over some of the town’s top spots, making magical havens with exciting programming and lines of fans waiting to get a glimpse, from FADER Fort’s appearance at the Porsche X House downtown to the Prime, TX takeover at Hotel San José.

TRIBEZA was on the ground exploring, soaking up as much as possible during the 10-day marathon. It’s nearly impossible to sum up the bustling roster of conference speakers, brand pop-ups, expos, parties and people, but there were quite a few memorable moments that will keep the conference goers buzzing ’til next year.

These are some of the parties and people who caused major buzz on the SXSW 2024 scene:

DJ Johnny Jane, aka Janelle Monáe, performs during the ~Pourri and Rolling Stone Bring The Funk to SXSW® 2024 event on March 15, 2024, in Austin, Texas. (Photo by Rick Kern/Getty Images for ~Pourri)

Rolling Stone arrives at South By

Rolling Stone partnered with SXSW for the Future of Music showcase at ACL Live, featuring four nights of concerts from impactful artists like Peso Pluma, Teezo Touchdown, Young Miko, Flo Milli, Uncle Waffles, Faye Webster, and more. Alongside the showcase, Rolling Stone teamed up with Poo~Pourri for ~Pourri’s Camp Funk event, featuring incredible performances by artists such as Janelle Monáe, DJ Questlove, MonoNeon, Danielle Ponder, and Preacher.

Alex Cooper at Carbon Fine Foods x I Wish You All The Best dinner on Monday, March 11, 2024, in Austin, Texas. (Photo by Aaron Idelson)

Alex Cooper introduced the UNWELL House

Call Her Daddy podcast host, Alex Cooper, and her UNWELL friends, Alix Earle, Harry Jowsey and Madeline Argy, hosted a three-day activation in East Austin, featuring panels, live performances, and more. The UNWELL House also welcomed cast and crew members from the film I Wish You All The Best, for a private dinner presented by Chef Mario Carbone and the Carbone Dallas team. Aside from the hosts, many other recognizable faces stopped by including Mark Cuban, Mario Carbone, Blake Griffin, Cole Sprouse, and Tommy Dorfman, among many others. 

(Left to right) Walton Goggins, Graham Wagner, Geneva Robertson-Dworet, Jonathan Nolan, Aaron Moten and Todd Howard attend Prime Video’s SXSW activation in Austin celebrating their original series Fallout at Hotel San Jose on March 08, 2024, in Austin, Texas. (Photo by Jeff Kravitz/Getty Images for Prime Video)

Amazon Prime’s “Fallout” takeover at Hotel San José

Prime Video brought the highly-anticipated original series Fallout to life at Austin’s iconic Hotel San José during SXSW, inviting fans to immerse themselves in its post-apocalyptic realm before its April 12 premiere and test their survival skills. Attendees savored themed snacks, engaged in interactive games, and snapped photos with props from the show. The cast and crew, including Walton Goggins, Aaron Clifton Moten, Geneva Robertson-Dworet, Todd Howard, Jonathan Nolan, and Graham Wagner, were in attendance to celebrate the upcoming series.

UT Austin’s marching band lead a parade to UT Hook Em House on Friday, March 8, 2024, in Austin, Texas. (Photo by Trent Lesikar)

UT Austin’s “Hook ‘Em House” at Antone’s

The University of Texas at Austin brought the SXSW spirit alive with a two-day extravaganza featuring a dynamic blend of events. The festivities started with a lively parade through downtown Austin, while UT’s renowned marching band set the tone with a spirited march to the Hook ‘Em House at Antone’s. The festivities included everything from engaging panels with notable academics and entrepreneurs to UT basketball watch parties, live music performances, and gameday treats.

The “Office Space” cast gathered for a 25th anniversary reunion dinner on Saturday, March 9, 2024, at The Statesman. (Photo by Hayden Walker)

Office Space reunion dinner at The Statesman

The iconic cast of Office Space gathered for a reunion at the trendy new supper club, The Statesman,  in downtown Austin during SXSW. The occasion marked the 25th anniversary of Mike Judge’s beloved cult-comedy classic, famously filmed in Austin. Following an engaging panel moderated by The Hollywood Reporter as part of SXSW, the cast, including Mike Judge, Ron Livingston, Stephen Root, David Herman, Ajay Naidu, and Todd Duffey, made their way to The Statesman. The supper club honored the occasion by presenting the cast with a replica of Bill’s memorable birthday cake from the film, which they graciously shared with diners in attendance.

SXSW ‘After Dark Party’ at The Audible Sound Experience on Friday, March 08, 2024, in Austin, Texas. (Photo by Mat Hayward/Getty Images for Audible at SXSW)

Audible’s SXSW After Dark Party

Audible made a grand entrance at SXSW with a three-day vibrant carnival-themed bash, including an After Dark Party. The event featured a captivating live performance by the Grammy-nominated and multi-platinum-selling dance music duo, The Knocks with Brooklyn-based performance artists, House of Yes at The Audible Sound Experience. Attendees were treated to an immersive celebration with music, storytelling, refreshments, and an array of captivating experiences.

X Ambassadors perform live on Friday, March 15, 2024, at Marshall Funhouse. (Photo by Ismael Quintanilla III)

Marshall Group presents Marshall Funhouse

Marshall’s second year at SXSW was a hit, drawing over 10,000 attendees to its three-day Marshall Funhouse takeover at Parish. Attendees had the chance to see performances by Dinosaur Jr, The Black Angels, Frank Turner and The Sleeping Souls, Shannon and the Clams, X Ambassadors, and more. Beyond music, the event offered carnival-themed experiences, games, panels, themed food and drinks and DJ sets.

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