SXSW Beyond the Badge: free events on influencers & creators you shouldn’t miss

There’s no shortage of official SXSW programming focused on influencers and the creator economy. But as usual some of the most interesting conversations are happening outside of the schedule - at events hosted by brands, publishers, and platforms that are free to attend.

A few big themes are emerging this year:

• AI is transforming how influencers and brands connect. It’s not just about automating content - AI is making it easier to find the right people, assess their impact, and uncover emerging cultural moments. From AI-assisted storytelling to predictive insights, this is helping brands and creators make smarter, more impactful decisions.

• The best partnerships are unexpected. The most exciting brand collaborations today don't just feature big names - they’re about unconventional, culture-driven pairings that feel fresh and relevant. Whether it’s niche creators impacting mainstream trends or surprising cross-industry partnerships, unexpected collaborations are proving to be often be more powerful than traditional deals.

• Creators are evolving into full-scale entrepreneurs. They’re building businesses, launching brands, and shaping industries. Whether it’s athletes moving into food and beverage or digital creators developing their own platforms, the creator economy is shifting from sponsorships to ownership.

If you’re in Austin for the conference, March 9 is shaping up to be an unofficial “Influencer Day.” Nearly every major free event on this topic is happening then - so if you want to immerse yourself in the future of influence, this is the day to do it. Some require invites, which you can register for via the links below.

Here's a rundown of some of the best options:

Axios: Appealing to Savvy Consumers 🗓 March 9, 2025 | 3:00 - 5:00 PM

Consumers are more skeptical than ever, and brands need to work harder to get people to believe in what they're saying. This session looks at what it takes to truly connect with audiences in a way that feels real and meaningful.

Fast Company Grill: Creativity Unbound 🗓 March 9 | 12:15 - 12:45 PM

AI is changing how brands and creators work together by unlocking new ways to enhance creativity, streamline production, and personalize storytelling. Jo Cronk (Whalar) and Chris Do (The Futur) will discuss how AI is making creative work more exciting, not less.

Sportico House: Ventures Beyond the Sports World 🗓 March 11 | 2:30 PM

Athletes aren’t just known for their performance on the field - they’re turning their personal brands into businesses. Celebrity chef Andrew Zimmern and athlete-entrepreneurs will talk about how they’ve successfully expanded into the food and beverage space.

Inc. Founders House: Saving the Social Web 🗓 March 9 | 2:30 - 3:00 PM

Social media is shifting fast - AI-driven feeds, changing algorithms, and a flood of content are making it harder for creators and brands to stand out. Alphonzo Terrell (SPILL) will break down how creators can adapt and stay relevant in this new landscape.

Adweek House: Unexpected Brand Collaborations 🗓 March 9 | 3:30 - 3:55 PM

The most interesting brand partnerships today aren’t coming from big name deals - they’re grounded in unexpected pairings. This panel looks at why these unconventional collaborations are working and what brands can learn from them.

Adweek House: The Creator Renaissance 🗓 March 9 | 4:20 - 4:45 PM

Creators aren’t just making content anymore - they’re shaping culture and influencing consumer behavior in new ways. This session, featuring Loren Castle (Sweet Loren’s) and Clair Sidman (Collective Voice), will explore how storytelling and cultural influence is driving the next phase of the industry.

If you know of others, drop them in the comments, and if you're here - please reach out so we can say hello :)