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, we’ll bring you the biggest trends, exclusive interviews, and daily highlights straight from the event. Stay connected for live coverageβ€”follow us on Instagram and TikTok.

Day 3 was packed with industry-shaping insights, powerful innovations, and incredible entertainment. Here’s a detailed breakdown of the key takeaways you won’t want to miss:

Exclusive Interview: 🎧 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:

βœ… Audio marketing is still underutilized – 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.

βœ… Gen Z is driving the shift – 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.

βœ… AI and personalization are key – Spotify’s 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.

  • Spotify’s multi-format options (audio, video, and interactive) deliver double-digit increases in brand performance.

βœ… Podcast ads are highly influential – 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.

  • Spotify’s Ads Manager now allows advertisers to optimize for lower-funnel objectives like sales and conversions.

βœ… β€˜Think like a fan, act like a creator’ – Julia highlighted how Spotify helps brands create culturally resonant experiences:

  • Spotify’s in-house music consultancy, AUX, connects brands with major events like RapCaviar and the Country Music Awards to create immersive, music-driven experiences.

πŸ‘‰ Takeaway: Brands need to move beyond traditional audio ads and embrace multi-format, culturally integrated campaigns to win on Spotify.

Session Spotlight: πŸ₯ Teal Health and IDEO Are Tranforming Women's Health with At-Home Screening

Teal Health’s session with IDEO focused on how they’ve designed the first FDA-approved at-home cervical cancer screening kit β€” and why it’s a game-changer for women’s 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:

βœ… Teal Health's device – 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.

βœ… Designed with women in mind – 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.

❝

β€œWe wanted to make the entire experience feel empowering”

βœ… Telehealth integration – 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.

βœ… Global potential – 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.

πŸ‘‰ Takeaway: Teal Health’s solution could revolutionize women’s healthcare by making cervical cancer screening more accessible, less invasive, and more comfortable.

🎀 Spotify’s Exclusive Event: A Night to Remember

Spotify’s 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 Spotify’s brand power.

Event Highlights:

🎢 Exclusive Performance by Suki Waterhouse – The indie pop star delivered an intimate performance that left the crowd buzzing.

πŸš† The Spotify Express – Attendees were invited to β€œride” a Spotify-branded train into the venue β€” a creative and immersive entrance that set the tone for the night.

πŸ₯Š Interactive Installations – Guests had the chance to hit a Spotify-branded punching bag, reinforcing the brand’s message of strength and resilience.

πŸ“Έ Photo Moments – From branded backdrops to experiential zones inspired by Spotify’s top playlists, the event was tailored for social media sharing.

🍹 Curated Cocktails and Vibes – The event featured themed drinks inspired by top Spotify playlists, adding another layer of sensory branding.

πŸ—“οΈ Where to Find Us – Unofficially SXSW’s Schedule
Here’s what’s on our agendaβ€”come find us at these key sessions:

March 10:

  • Workshop: "Embracing Innovation: A Leader's Guide to No/Low Code"

    • Time: 10:00 AM – 11:00 AM CT​

    • Details: A guide for leaders on integrating no-code and low-code solutions in business. ​

  • Networking Event: "IBM AI Sports Club"

    • Time: 2:00 PM – 3:30 PM CT​

    • Details: Exploring the intersection of artificial intelligence and sports analytics.

@alyssarchanel

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Stay tunedβ€”this year’s event continues to shape up to be even bigger!

See you tomorrow,
The Unofficially SXSW Team

πŸ“’ Unofficially SXSW is an independent publication and is not affiliated with SXSW.

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