SXSW 2025 is here, and Unofficially SXSW is your go-to source for real-time updates, expert insights, and must-attend sessions. Whether you're in Austin or following remotely, weβll bring you the biggest trends, exclusive interviews, and daily highlights straight from the event. Stay connected for live coverageβfollow us on Instagram and TikTok.
Day 3 was packed with industry-shaping insights, powerful innovations, and incredible entertainment. Hereβs a detailed breakdown of the key takeaways you wonβt want to miss:

Exclusive Interview: π§ Spotify's Julia Machado on the Future of Audio Marketing
Julia Machado, Associate Director of Business Marketing at Spotify, shared how the platform is evolving beyond just audio β and why advertisers need to take note.
Key Insights:
β Audio marketing is still underutilized β Despite an explosion in video podcast consumption, ad spend has not caught up with listener behavior. Over 270 million people have watched a video podcast on Spotify, but advertisers are lagging behind.
β Gen Z is driving the shift β Julia highlighted that Gen Z is actively seeking positive, authentic spaces outside of social media.
Spotify users in the US spend, on average, two hours per day on the platform.
92% of Spotify users say the platform is essential to their daily habits.
This intentional listening creates a "mindful" environment that translates to higher engagement with ads.
β AI and personalization are key β Spotifyβs AI-driven tools like AI DJ and custom playlists create more native experiences, setting the bar for how brands should engage with users.
Julia emphasized that modern consumers expect tailored, culturally relevant content across platforms.
Spotifyβs multi-format options (audio, video, and interactive) deliver double-digit increases in brand performance.
β Podcast ads are highly influential β Julia shared that podcast hosts are more trusted than social media influencers.
New ad formats like baked-in ads and video product placements are helping drive purchase intent and brand lift.
Spotifyβs Ads Manager now allows advertisers to optimize for lower-funnel objectives like sales and conversions.
β βThink like a fan, act like a creatorβ β Julia highlighted how Spotify helps brands create culturally resonant experiences:
Spotifyβs in-house music consultancy, AUX, connects brands with major events like RapCaviar and the Country Music Awards to create immersive, music-driven experiences.
π Takeaway: Brands need to move beyond traditional audio ads and embrace multi-format, culturally integrated campaigns to win on Spotify.
Session Spotlight: π₯ Teal Health and IDEO Are Tranforming Women's Health with At-Home Screening
Teal Healthβs session with IDEO focused on how theyβve designed the first FDA-approved at-home cervical cancer screening kit β and why itβs a game-changer for womenβs health.
The Problem:
The Pap smear process is outdated and uncomfortable β most women avoid it due to the invasive nature of the speculum.
Lack of access and discomfort lead to low screening rates β only 24% of US women were up-to-date on screenings in 2019.
The Solution:
β Teal Health's device β A user-friendly at-home cervical cancer screening kit designed to replace the speculum.
The device features a soft sponge that can be deployed and retracted using a dial β making it easy to use and painless.
Early trials showed 97% of users found it easy to use, with 92% saying the results were just as accurate as traditional methods.
β Designed with women in mind β Teal Health worked with IDEO to ensure the product design was simple, intuitive, and non-intimidating.
The design process focused on emotional trust and comfort β from the device itself to the unboxing experience.
βWe wanted to make the entire experience feel empoweringβ
β Telehealth integration β After using the kit, users can consult with a doctor via telehealth to receive and understand their results.
If further testing is needed, follow-up appointments can be scheduled directly through the platform.
β Global potential β Teal Health is preparing for FDA approval and expects to expand into international markets.
The product has been designed to scale across different healthcare systems, with localized packaging and delivery methods.
π Takeaway: Teal Healthβs solution could revolutionize womenβs healthcare by making cervical cancer screening more accessible, less invasive, and more comfortable.
π€ Spotifyβs Exclusive Event: A Night to Remember
Spotifyβs House at LZR in Downtown Austin was the place to be on Day 3. Attendees were treated to a night of music, immersive experiences, and a taste of Spotifyβs brand power.
Event Highlights:
πΆ Exclusive Performance by Suki Waterhouse β The indie pop star delivered an intimate performance that left the crowd buzzing.
π The Spotify Express β Attendees were invited to βrideβ a Spotify-branded train into the venue β a creative and immersive entrance that set the tone for the night.
π₯ Interactive Installations β Guests had the chance to hit a Spotify-branded punching bag, reinforcing the brandβs message of strength and resilience.
πΈ Photo Moments β From branded backdrops to experiential zones inspired by Spotifyβs top playlists, the event was tailored for social media sharing.
πΉ Curated Cocktails and Vibes β The event featured themed drinks inspired by top Spotify playlists, adding another layer of sensory branding.


ποΈ Where to Find Us β Unofficially SXSWβs Schedule
Hereβs whatβs on our agendaβcome find us at these key sessions:
March 10:
Workshop: "Embracing Innovation: A Leader's Guide to No/Low Code"
Time: 10:00 AM β 11:00 AM CTβ
Details: A guide for leaders on integrating no-code and low-code solutions in business. β
Networking Event: "IBM AI Sports Club"
Time: 2:00 PM β 3:30 PM CTβ
Details: Exploring the intersection of artificial intelligence and sports analytics.
π Whatβs Trending?
@alyssarchanel SXSW weekend #1 @SXSW #sxsw #sxsw2025 #austinthingstodo #visitaustin #visitaustintx #austinevents #thingstodoinaustintx #austinliving #atxlife
Stay tunedβthis yearβs event continues to shape up to be even bigger!
See you tomorrow,
The Unofficially SXSW Team
π’ Unofficially SXSW is an independent publication and is not affiliated with SXSW.
Proudly Sponsored by Fospha: Powering smarter budget decisions with full-funnel marketing measurement and forecasting for the post-iOS 14 era.
[Not affiliated with SXSW Events]

ClickZ is aΒ ContentiveΒ publication in theΒ EventsΒ division