Who says the party has to stay in Austin? In an effort to promote the upcoming 2014 showcase, and to announce an exciting new addition to the festival, SXSW hosted a press conference and party welcoming all past SXSW-ers. And what is the new addition to their already extensive showcase of music, film, and interactive? Well, SXSW is adding SXAméricas, their newest programming track, to the mix!

Established in 1987, SXSW is a festival featuring film, interactive, and music conferences and performances throughout Austin, Texas every spring. The conference lasts 10 days, but with this new addition to the schedule maybe extending. With the growing Latin Music market, spilling into the custom North America market, it was only a matter of time before this annex was created. A number of our international clients request channels such as La Música, which features a mix of the latest Anglo, Spanish, and Portuguese hits. With this rising request in programming Latin music, and the market for those artists expanding, SXSW took control and established a new platform that will encourage the development of these artists. As Mood: Latin America continues to grow, this addition will allow the division to gain access into unchartered territories and become a household name, thanks to programming native music for their clients. So Austin, get ready next year to be blown away by Andrea Echeverri, La Orquesta Vulgar, and tons more great music and panelists.

SXSW Latin Music Programmer, Alicia Zertuche, and Executive Director, Mike Shea, held a press conference with interviews on Thursday, October 24th, at Soho House in Miami Beach (complete with an open bar!).

Submitted by Pam Payano, Marketing – Latin America