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 coverage—follow us on Instagram and TikTok.
Day 6 at SXSW delivered some unforgettable moments, groundbreaking insights, and plenty of buzzworthy conversations. From major product announcements to future-focused panels, today was all about looking ahead — and redefining how we engage with tech, creativity, and culture.
🧪 Google's Quantum Vision — Government Investment is Key
Charina Chou, COO of Google Quantum AI, took the stage to deliver a powerful message: quantum computing will only reach its potential with government backing.
She pointed out that China is currently outspending the U.S. two to one in quantum research, raising concerns about encryption vulnerabilities and national security. Chou highlighted potential breakthroughs in cancer drug testing, renewable energy, and materials science — but stressed that without public-sector funding, progress could stall.
🌍 Ireland’s Prime Minister on Building Global Economic Ties
Ireland’s Taoiseach Micheál Martin made a splash at SXSW, speaking on the importance of transatlantic economic ties and supporting Irish entrepreneurs.
Martin met with startup founders at Ireland House, reinforcing Ireland’s position as a hub for innovation.
His visit comes amid uncertainty over new trade tariffs between the EU and the U.S. — a key challenge for Ireland’s growing tech sector.
Enterprise Ireland, which supports over 180 early-stage startups annually, showcased the strength of Ireland’s innovation economy.
🎸 Metallica’s Immersive Concert Film on Apple Vision Pro
Metallica fans were treated to an exclusive reveal: Lars Ulrich announced that a 26-minute Metallica concert film will debut on Apple’s Vision Pro mixed reality headset.
The concert was filmed in Mexico City and features hits like Whiplash and Enter Sandman.
With 14 specialized cameras used to capture the performance, fans will feel like they’re in the “snake pit” right alongside the band.
The film will be available in Apple Stores starting March 14.
🚗 The Future of Automotive Tech: Dolby, Google, and GM
A lively panel featuring Gretchen Effgen (Google), Pankaj Kedia (Dolby), and Alan Wexler (GM) explored the future of in-car entertainment.
GM’s upcoming Cadillac models will feature Dolby Atmos immersive sound, integrated with Amazon Music.
Google will provide in-car software, including Maps and Assistant, making vehicles more intuitive and connected.
“Cars are becoming the new living rooms,” Wexler said — but panelists agreed that balancing user experience with driver safety remains key.
This year marks the final SXSW at the current Austin Convention Center, which will close on April 1 for a $1.6 billion redevelopment.
Peter Lewis, SXSW’s chief partnerships officer, reflected on the shift:
“It’s a chance to reinvent SXSW,” Lewis said.
Brands like Rivian have embraced this transition with massive activations across downtown Austin.
The festival’s global expansion into London and Sydney is also underway, with Lewis emphasizing that each location will have its own distinct flavor while maintaining SXSW’s core DNA.
🚀 Amy Webb’s 2025 Emerging Tech Trends Report
Futurist Amy Webb unveiled the 18th edition of the Future Today Institute's Tech Trends Report — and it was nothing short of mind-blowing.
Webb delivered a data-driven deep dive into the emerging tech trends that are set to define 2025 — from AI and quantum computing to the future of the metaverse and biotech innovation.
🔮 Key Takeaways:
AI is shifting from automation to creative disruption – Webb highlighted how AI-driven content creation, hyper-personalization, and predictive modeling will continue to reshape industries.
The rise of quantum computing – Major advances in quantum processing will unlock new capabilities in data encryption, simulation, and AI training.
Tech’s role in geopolitics – As supply chains shift and global alliances are tested, tech infrastructure will play a pivotal role in economic and political stability.
Synthetic biology and biotech breakthroughs – From lab-grown meat to bioengineering, synthetic biology is poised to change how we produce food, medicine, and materials.
Webb also teased that this year’s trends report includes a bonus section focused on the implications of AI-generated media and the growing tension between privacy and personalization.
For those who have attended Webb's SXSW sessions before, this year's presentation offered fresh surprises — leaving the audience with plenty to think about heading into the final stretch of SXSW.
🗓️ Where to Find Us – Unofficially SXSW’s Schedule
Here’s what’s on our agenda—come find us at these key sessions:
Elon Musk in conversation with Kara Swisher about AI and the future of work
A fireside chat with Tim Cook on the next phase of Apple’s mixed reality strategy
A$AP Rocky on the intersection of fashion and creative tech
🔍 What’s Trending?
Stay tuned—this year’s event continues to shape up to be even bigger!
See you tomorrow,
The Unofficially SXSW Team
📢 Unofficially SXSW is an independent publication and is not affiliated with SXSW.
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