TIKTOK @ SXSW

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In an era where digital storytelling is the backbone of modern culture, TikTok stands at the epicenter of creativity, commerce, and community. More than an app, it is a movement a space where trends are born, voices are amplified, and brands become part of a global conversation. At SXSW, one of the world’s most influential gatherings of technologists, creators, and thought leaders, TikTok was not just a sponsor; it was an architect of the future of entertainment. Over three years, I led this evolution in our experiential executions at SXSW from an expressive, experimental look into a fully realized design system, setting a standard for TikTok events worldwide and proving how thoughtful typography and color can connect culture, brand, and storytelling in a way that scales.

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South by Southwest (SXSW), held annually in Austin, Texas, is one of the world’s most influential festivals at the intersection of music, film, technology, and culture. Since its founding in 1987, it has become a global hub for innovation and creativity, drawing hundreds of thousands of attendees from around the world, including industry leaders, creators, and brands eager to launch ideas and shape cultural conversations. Its reputation as a trendsetting event makes it a natural fit for TikTok, a platform that thrives on cultural relevance, storytelling, and discovery. By having a strong presence at SXSW, TikTok positioned itself at the heart of cultural innovation, connecting directly with creators, brands, and audiences who drive digital culture forward, while reinforcing its role as an entertainment platform that influences global trends.
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From 2022 to 2024, I had the privilege of helping creative-direct TikTok’s presence at SXSW, turning each year’s activation into a masterclass in immersive brand storytelling. We didn’t just showcase TikTok as a marketing tool we demonstrated its power as an ecosystem where culture, commerce, and community converge. Each year built upon the last, evolving from an introduction to the platform’s cultural significance in 2022, to a full-scale interactive playground in 2023, to an industry-defining catalyst in 2024. The activations offered a full view of TikTok’s ecosystem, with dedicated spaces both on the floor of the convention and our own pop up programming that showcased the power of TikTok LIVE, our industry-leading brand safety investments, and the platform’s unmatched influence in music discovery and artist growth. Guests could explore everything from real-time creator interactions to hands-on product demos, reinforcing TikTok as both a creative hub and a trusted business partner.

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TikTok’s SXSW activation quickly became the place to be, drawing massive crowds and industry buzz with surprise celebrity appearances from Lil Yachty, Chance the Rapper, Kali Uchis, and A$AP Ferg, turning the space into a cultural hotspot that embodied the platform’s influence on music and entertainment. These weren’t mere activations; they were living narratives, unfolding in real time. Every panel, every creator session, every conversation was a thread in a larger tapestry of how brands, artists, and audiences interact in the digital age. This is the story of how we made TikTok the conversation at SXSW year after year.

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SXSW has always been a proving ground for cultural relevance, and for TikTok, showing up physically after two years of virtual-only experiences in 2020 and 2021 was about more than presence; it was about reclaiming the energy of connection. In 2022, we came back with an ambition to make up for lost time, designing an activation that announced TikTok as not just a platform but a cultural force, with immersive experiences that made people feel part of the ecosystem rather than simply spectators. We wanted to position TikTok as the place to be for the whose who of the industry, a magnet for the biggest names just like our platform is.

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By 2023, the goal shifted to demonstrating that TikTok could meet its competitors head-on while staying true to its playful, creator-first ethos. We invested in polished production and interactive environments that blended education, inspiration, and entertainment, positioning TikTok as a serious partner for brands and creators without losing the authenticity that drives its appeal. In 2024, we leaned into refinement, using data-driven learnings and community insights to streamline the experience. The result was a confident, minimalist approach that focused on substance over spectacle, proving that TikTok had matured from a breakout disruptor into a platform that knows its audience and its cultural power, delivering an activation that resonated deeply without unnecessary complexity.

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2022: Establishing the Blueprint for Cultural Belonging

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In 2020, TikTok had planned a bold and immersive SXSW pop-up experience, but the pandemic forced us to cancel just days before execution, setting an unexpected tone for the years ahead. The following year, in 2021, we pivoted entirely to a virtual format, creating digital programming that kept us connected to creators and brands while live events around the world remained on pause. By 2022, there was a clear mandate: our return to SXSW had to make a statement. This was our first official physical presence at the festival, and it needed to not only reintroduce TikTok but also cement it as a cultural force at the intersection of entertainment, creativity, and community. Every design choice, activation, and programming decision was crafted to make up for lost time and deliver an unforgettable experience that reflected both the resilience of our brand and its transformative influence during a period of global change.

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In 2022, TikTok made its presence felt at SXSW in a way that was impossible to ignore. We entered the space not as a disruptor but as an integral part of the creative ecosystem, with an activation centered on showcasing TikTok as the entertainment platform of the future. The Hotel Van Zandt and it's in house restaurant Geraldine's became our headquarters, a carefully curated environment where brands, creators, and thought leaders could experience the magic of TikTok beyond the screen. From panels during the day to an after hours night market, the space was flexibly used across different market segments throughout the day.

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Bringing TikTok’s 2022 SXSW vision to life required deep cross-functional collaboration, and I worked closely with our agency production partners at A Series of Awesome Events (ASOAE) and our events lead Jessica Doren to ensure every detail felt intentional. Together, we bridged creative ambition with operational excellence, aligning with key stakeholders across Global Business Sales, Communications, Industry Relations, Global Agency Partnerships, and Global User Experience. This tight-knit collaboration allowed us to balance narrative, design, and logistics, while building an activation that felt authentic to TikTok’s community. From shaping the creative direction to solving real-time production challenges, the process was a masterclass in integrated teamwork, with every team’s expertise feeding into an activation that represented the best of TikTok’s brand and culture.

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The programming was designed to immerse brands into the creator economy, demonstrating how TikTok wasn’t just a space for advertising, it was a cultural accelerator. One of the key pillars of the activation was Creators Like Us, a marquee session that offered an unfiltered look at the human side of digital influence. This wasn’t about statistics or case studies; it was about showing how TikTok’s creators shape conversations, move markets, and drive storytelling in ways traditional media never could.

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The “Creators Like Us” panel at SXSW 2022 highlighted TikTok’s role as a bridge between brands and communities by centering the voices of small-to-medium business (SMB) creators. The session, moderated by Adrienne Lahens, was designed as a 30-minute, human-first conversation featuring creator testimonials and a sizzle reel to illustrate how TikTok empowers creators to transform brand storytelling into meaningful cultural dialogue. Attendees learned how creators’ relatability and optimism make them invaluable in building trust, fostering discovery, and driving purchases, while co-creation deepens relationships between brands and consumers. The panel’s interactive structure, including a live Q&A, reinforced that experimentation and authenticity are essential to building brand equity on TikTok. My team not only pushed for new visual branding for this session, but also created a custom deck template that was more interactive and engaging for this session to really pop off.

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In the lead-up to SXSW 2022, I collaborated closely with Jen Pincus, a talented video producer on our production team, and Josh Young, our head of video, to create a feature piece that set the tone for the “Creators Like Us” session. Together, we developed “Creators Like Me,” a visually rich narrative that profiled creators in their natural environments, capturing the authenticity, personality, and creativity that define TikTok’s ecosystem. This video served as both an introduction and a centerpiece for the session, showcasing how TikTok empowers creators to tell stories that resonate deeply with audiences. By blending documentary-style footage with a creator-first lens, we were able to show brands and attendees that TikTok is more than a platform, it is a living, breathing community built on trust, relatability, and cultural relevance.

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The mirrored columns throughout the space became more than structural elements; they acted as interactive storytelling devices that reflected both the guests and the culture of TikTok back at them. Each mirror was emblazoned with phrases like “Flex on Em’,” pulling language directly from trends and creator vernacular to create a sense of familiarity and playfulness. The reflections captured the energy of the crowd, neon accents, and dynamic visuals, turning every angle into a photo opportunity while reinforcing TikTok’s role as a platform where culture is made and remixed in real time. These bold, trend-inspired messages turned the physical space into a living extension of the For You Page, allowing guests to see themselves literally and figuratively within the TikTok universe.

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One of the most recognizable faces of TikTok, Devon Rodriguez (@devonrodriguezart), brought his viral artistry to life by sketching attendees in real time. Famous for his intimate portraits of subway riders, Devon’s work has become synonymous with capturing fleeting, authentic emotion, and his presence turned the space into a living gallery. Guests lined up throughout the day and into the night for the chance to be immortalized in his sketchbook, often reacting with genuine surprise and joy as they received their portraits. His artistry created a bridge between TikTok’s digital platform and tangible, personal experiences, showing how creators can transform virality into deeply human interactions.

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The DJ booth pulsed as a centerpiece of the activation, with music that shifted seamlessly between programming blocks, creator takeovers, and live sessions. DJs amplified the mood throughout the day, creating an ever-changing soundtrack that matched the energy of each moment, from morning panels to late-night dance circles. The booth itself became a stage, serving as a constant reminder that TikTok thrives on sound. Every beat, remix, and track selection demonstrated how music drives culture on the platform, anchoring the entire space in rhythm and movement.

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TikTok’s brand ambassadors rounded out the experience, greeting attendees and building hype through playful engagement that extended far beyond traditional event staffing. Their uniforms featured phrases like “Tell me you went to SXSW without telling me you went to SXSW,” transforming them into walking memes and conversation starters. This intentional design choice turned the ambassadors themselves into part of the content ecosystem, embodying TikTok’s humor, trend-savvy aesthetic, and community-driven energy. Together with live art and music, these interactions made every corner of the activation feel alive and immersive, giving attendees countless moments they were eager to share.

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Beyond the panels and discussions, we engineered tactile experiences that brought digital trends into the real world. The TikTok After Hours Market transformed a convention space into an interactive bazaar, mirroring the platform’s ability to blend discovery, commerce, and entertainment. Attendees could step into an environment where trending products, live entertainment, and creator-driven activations blurred the line between virtual and physical spaces, proving that TikTok wasn’t just shaping digital culture it was defining modern consumer behavior.

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The night market experience was designed as a vibrant, creator-driven celebration that brought the For You Page to life. Instead of a traditional networking event, we built a bustling, multi-sensory marketplace where creators weren’t just participants but the centerpiece of the experience. Not only did I work with ASOAE to create the booths and materials, we also picked specific creators to man the booths that tie into our overall storytelling narrative. Each booth and activation was tied to a creator’s unique world, whether it was showcasing their art, fashion, or music, or hosting live demonstrations that invited attendees into their creative process. The market reflected TikTok’s eclectic spirit, mixing performances, product drops, and interactive installations so that guests could engage with creators in real time. This approach made the night market feel like a physical manifestation of TikTok culture, emphasizing discovery, connection, and the platform’s ability to transform creators into trendsetters and entrepreneurs.

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The Night Market was designed to reflect TikTok’s commitment to diversity, intersectionality, and authentic representation. Every booth featured creators and small businesses whose voices have shaped communities on the platform, from Indigenous artisans sharing their heritage through hand-stitched hats to Black women entrepreneurs redefining home décor and wellness. We intentionally curated a roster of creators across race, gender, sexuality, and cultural background, ensuring that the market wasn’t just a showcase of talent but a living statement of TikTok’s values. Each vendor’s story was as integral to the experience as their product: these were creators who built businesses from their kitchens, studios, and backyards, often turning viral moments into sustainable livelihoods. The Night Market served as a bridge between digital influence and real-world impact, giving attendees a tactile way to support diverse SMBs while learning the narratives behind their work. In doing so, TikTok brought its mission of elevating underrepresented creators to life, proving that inclusivity drives culture and commerce alike.

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The first of our featured SMB creators, Market Botany brought an urban jungle to the night market, transforming their stall into a lush, plant-filled installation that embodied TikTok’s blend of creativity and commerce. Guests interacted with carefully curated greenery while learning about sustainable plant care, making the booth both visually captivating and informative. Market Botany’s approach showcased how TikTok creators can build vibrant communities around niche passions, elevating plant culture into a lifestyle brand. As a Texas local, Cameron Curry’s hands-on dedication was evident, he personally drove a truck full of plants to Austin, ensuring his space felt immersive and alive, reinforcing the intimate connection between creators, their craft, and their audiences.

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Speckled Brownie, known off-platform as Lisa Asano, brought her signature clay artistry to life with a display of hand-sculpted pinch pots and vessels. Each piece was carefully textured and shaped, reflecting her deeply personal and meditative creative process. She is the creative force behind the brand Sculpt’d, a thoughtfully designed clay kit that brings the experience of handcrafting ceramics into homes. The kit includes everything needed to sculpt, smooth, paint, and varnish one’s own creations using high-quality air-dry clay.Her booth gave attendees a tactile experience of her work, capturing the soothing, ASMR-like quality that has made her a beloved creator on TikTok and a standout voice in the world of small-batch ceramic design.

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Alannah Renee Tiller is the multidisciplinary creator behind the aLILscribble brand, based in San Antonio was able to come up to Austin for our activation. Her work merges playful illustration with hand-crafted ceramics, transforming everyday objects into whimsical, organic forms that mirror the fluidity of her digital art. At the Night Market pop-up, she brought her creative world to life through sculpted clay vessels and pottery pieces that carried her signature line work and character. Visitors could see firsthand how she blends visual storytelling and craftsmanship, making her booth feel like both a gallery and a studio. Alannah's presence at the event illustrated how TikTok creators can translate virtual influence into tangible, tactile expressions of their artistic voice.

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Thunder Voice Hat Co. brought Indigenous artistry to the forefront with a stunning showcase of hand-crafted hats, each piece carrying cultural narratives deeply rooted in Native heritage. Known for their signature hand-burned designs, sustainable materials, and one-of-a-kind silhouettes, the brand’s booth became a visual centerpiece of the Night Market and one of the most photographed spaces of the entire activation. The artistry was paired with storytelling, inviting attendees to learn about the cultural traditions and personal histories behind each creation, turning the booth into a space of education as much as commerce. This collaboration underscored TikTok’s role as a platform where creators from diverse communities can share stories of identity, craftsmanship, and resilience, transforming cultural expression into thriving, values-driven businesses.

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The activation design embraced bold typography, flat color treatments, and motion-led graphics to create a space that felt alive and deeply tied to Austin’s culture. Inspired by street murals and event flyers, the system balanced TikTok’s playful identity with the artistic energy of the city, giving the brand a physical language that stood out while still feeling authentic to its surroundings. Every detail, from signage to stage graphics, was designed to shift fluidly between programming moments, turning each panel, market stall, and networking area into part of a cohesive narrative. This marked TikTok’s first major physical presence at the festival and the design system became the foundation for how the platform would visually represent itself at events worldwide.

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The defining visual element of the event design was the custom warp camo pattern, a bold and fluid motif that captured TikTok’s sense of constant motion and creativity. Its layered, flowing shapes created a dynamic energy across every surface, tying together stages, signage, and digital environments into one cohesive experience. The pattern brought a sense of depth and movement that reflected the diversity of TikTok’s content ecosystem, while also grounding the activation in Austin’s artistic and experimental spirit. It became a visual signature for the event, proving how a single, well-crafted design element can unify and elevate a complex brand experience. Working with our copywriting team, we landed on the tagline "POV You're At SXSW" as a nod to our platform trends, and this was repeated throughout the event and on the brand ambassador merch as well.

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The warp camo pattern quickly evolved beyond this activation, becoming a foundational asset for TikTok’s global brand system. Its versatility allowed creative teams to scale the visual identity across international events while maintaining the energy, depth, and sense of motion that made this design distinctive. The result was a blueprint for a brand language that not only stood out at SXSW but also became a recognizable hallmark of TikTok’s maturing identity on the world stage. Our product focus and integration was around TikTok Live and how this could all be shared at scale both to shop and entertain audiences.

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The night party was a high-energy centerpiece of the activation, designed to celebrate TikTok’s creative spirit while giving attendees an unforgettable experience. The After Hours Market transitioned seamlessly into a full-scale event, with a custom DJ booth, immersive lighting, and a bold backdrop that reinforced TikTok’s identity at every angle. The event featured live music sets that pulsed with the energy of SXSW, creating a vibrant atmosphere where creators, brands, and guests could mingle in a setting that reflected the culture TikTok has helped shape. This wasn’t just a regular old SXSW party; it was an extension of the platform’s ethos and vibrancy, blending discovery, creativity, and community into one immersive night.

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In 2022, before TikTok launched its own proprietary typeface, TikTok Sans, we built the SXSW design system using bold, expressive typography that could stand as a strong visual anchor for the brand. The design direction leaned heavily on mural-inspired lettering, event flyers, and street-style graphic treatments to reflect the eclectic energy of SXSW while staying true to the playful and vibrant nature of the For You Page. This choice created a sense of authenticity and cultural resonance, allowing TikTok’s presence to feel native to Austin’s creative landscape while establishing a flexible design framework that informed future event branding

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Throughout the weekend, we facilitated high-impact networking sessions that connected executive-level brand managers with the very creators and communities they sought to reach. We didn’t just tell brands how to use TikTok we let them experience it firsthand. Panels on the power of LIVE, intimate networking spaces for one-on-one brand-creator interactions, and behind-the-scenes insights into TikTok’s most successful campaigns all worked toward one goal: shifting the mindset from passive advertising to active participation in culture.

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One of the defining moments of TikTok’s SXSW 2022 activation was a surprise appearance by Mark Cuban, which underscored the platform’s cultural pull and reputation as a hub for innovation. His visit turned heads and quickly became a talking point throughout the festival, symbolizing how TikTok had become a central player in the worlds of entertainment, tech, and business. The fact that a high-profile entrepreneur and investor like Cuban chose to stop by our activation was proof of TikTok’s status as the place to be at SXSW. It validated our efforts to create a space that wasn’t just visually compelling but also strategically positioned at the intersection of culture and commerce, attracting key voices who shape global conversations.

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As dusk fell over Austin, the activation shed its daytime polish and transformed into the kind of electric after-dark experience SXSW is legendary for. The bold typography, neon accents, and custom warp camo pattern came alive under immersive lighting, turning product displays into glowing installations and seating areas into social hubs. Music pulsed through the space, pulling guests deeper into a world where every detail felt curated for discovery, from the way the light reflected off mirrored surfaces to the scent of cocktails drifting through the air. The market became a playground of creators and tastemakers, blurring the line between networking event and nightlife hotspot, making every corner Instagram-worthy and every interaction charged with possibility.

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The After Hours Concert Series transformed Geraldine’s into the beating heart of TikTok’s SXSW presence, bringing together creators, brands, and music lovers for a night that felt like stepping directly into the For You Page. As the daytime panels and marketplace wound down, the space was reimagined through bold lighting design, motion-led graphics, and the warp camo pattern that pulsed across LED screens and signage. The room glowed in electric pinks, purples, and blues, creating an atmosphere that was as immersive as it was inviting, while DJs and performers curated an unpredictable soundtrack that mirrored TikTok’s ever-evolving cultural feed. This was not simply an afterparty; it was a live, interactive extension of the platform itself, where every corner buzzed with conversation, music, and creativity.

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The series was the natural extension of the Night Market, turning an already dynamic creator marketplace into a full sensory journey that carried energy late into the night. As guests explored booths run by small businesses and TikTok creators, sampling products and connecting with founders, the space began to transform. The neon-lit stalls and custom installations flowed into a stage framed by bold visuals and motion graphics, creating a cohesive environment where shopping, networking, and entertainment felt like different chapters of one story. By the time the performances began, the venue had shifted from a bustling market into a concert space alive with music, community, and culture, embodying TikTok’s ability to connect creators and audiences in unexpected, yet deeply resonant ways.

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Opening the night, Koozebane (@koozebane) set the tone with a masterfully eclectic DJ set that reflected the algorithmic energy of TikTok’s FYP. Blending genres effortlessly, Koozebane created a sonic journey that felt like scrolling through a perfectly curated feed, pulling the crowd into a shared experience of discovery. The combination of dynamic visuals and his experimental mixing style established an atmosphere that was immersive and unpredictable, demonstrating TikTok’s ability to make niche tastes feel like cultural moments.

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SheIsKings (@sheiskings) followed, shifting the vibe into a powerful and intimate performance that captivated the entire room. Her raw, soulful voice cut through the bass-heavy energy, creating a moment of stillness and connection in the middle of the vibrant space. This balance of high-energy and heartfelt artistry reflected TikTok’s dual nature: a platform for bold, viral trends and deeply personal storytelling. As she sang, the warp camo visuals slowed and brightened, echoing her emotional delivery and transforming the stage into a canvas that felt both cinematic and deeply human.

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After the musical performances, we wanted to shift the energy and bring rhythm back into the room, turning the venue into a space where people could unwind, groove, and feel the pulse of TikTok culture in real life. Dance has always been a heartbeat of the platform, and this moment was designed to celebrate that, with visuals and lighting shifting to match the performers’ movements and amplify the collective energy of the crowd. The transition from live music to dance was seamless, transforming the activation into an experience that reflected the serendipitous, scroll-stopping nature of the For You Page.

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Brian Esperon (@besperon), Tracy Joseph (@tracy.oj), and Keke Janajah (@keke.janajah) each brought their unique style to the stage, blending choreography, charisma, and global influence in a way that showcased TikTok’s role as a hub for diverse dance culture. Their sets created a ripple effect, with attendees capturing and sharing the moment in real time, proving how TikTok trends thrive when talent, community, and storytelling collide. Together, they turned the end of the night into a celebration of movement, connection, and creativity that left the crowd buzzing long after the music stopped.

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Closing the night, Bran Movay (@branmovay) brought a sense of polish and warmth to the series with a mix of R&B, hip-hop, and pop that showcased the potential of creators who start on TikTok and grow into fully realized artists. His confident presence tied the evening together, showing the power of the platform as a springboard for careers. As the night ended, the warp camo visuals pulsed brighter, reflecting the energy of a room full of creators, partners, and fans who had experienced TikTok in its purest form, a living, breathing ecosystem of discovery. The After Hours series wasn’t just entertainment; it was proof that TikTok’s cultural impact extends far beyond the screen, setting a new bar for what live brand activations can be.

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The energy of the activation peaked when 070 Shake and Lil Yachty walked in, transforming the space into a cultural hotspot where artistry, community, and technology came together. Their presence represented the power of TikTok to shape not only trends but the very spaces where music and culture thrive. Fans, creators, and brands mingled in an atmosphere that felt alive with possibility, showing how TikTok has evolved from a content platform into a cultural hub where global stars and grassroots creators can share the same spotlight.

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This moment captured TikTok’s role as both an incubator and accelerator for creativity. The platform gives artists and creators the ability to experiment, grow their voice, and cultivate audiences, while also providing the reach and momentum to take that creativity to the global stage. In one evening, attendees experienced this dual role firsthand as rising creators and cultural icons coexisted in a space designed to celebrate discovery and innovation.

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The energy continued with appearances by A$AP Ferg, Kali Uchis, and Chance the Rapper, who added even more weight to the night’s lineup. These moments showcased TikTok’s impact on music culture, proving that it is not only a place where careers begin but also a place where established artists stay relevant and connected. The presence of these performers in a TikTok-led environment highlighted the trust and influence the platform holds across the industry, serving as a connective tissue between underground creativity and mainstream success.

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By blending technology, artistry, and community, TikTok has become a cultural catalyst that sets the tone for music trends and creative movements. SXSW was the perfect stage to demonstrate this influence, with the activation serving as a living, breathing version of the For You Page. Every corner buzzed with activity, every performance sparked conversation, and every interaction reflected TikTok’s role at the intersection of culture and tech, inspiring both creators and audiences to see the platform as a launchpad for the next wave of artistry.

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By the end of SXSW 2022, TikTok had cemented itself as more than a digital playground; it had become a legitimate business imperative. The brands that attended left not just with strategies but with partnerships, and more importantly, a newfound understanding of how the entertainment landscape was shifting in real time.

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2023: From Platform to Playground

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If 2022 was about making an entrance, 2023 was about deepening the connection. At SXSW 2023 in Austin, TX, TikTok partnered with MC² to deliver five activations from March 11–13 as part of the 10-day festival attended by over 300,000 people. Our goal was to showcase TikTok’s message, “TikTok is Entertainment that drives Impact,” through a branded HQ lounge, B2B meeting spaces, scalable programming for up to 150 attendees, an evening party, and indoor activation areas, creating a memorable and engaging presence at the event. TikTok’s presence at SXSW evolved into something more than a showcase it became a living laboratory for brands, advertisers, and creators to experiment, learn, and build. This year, we chose Inn Cahoots as our home base, a space that allowed us to construct an interactive environment where attendees weren’t just observers but active participants.

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The SXSW 2023 activation was unified by a bold and highly recognizable design system built around the TikTok pattern. This visual identity took the brand’s iconic glyphs, including the note, heart, and chat bubble, and repeated them in a rhythmic arrangement across walls, window clings, and displays, creating an immersive environment that felt instantly “TikTok.” A star was the unifiying central symbol within the pattern as a nod to the lone star state. The layered splash and razzmatazz shadows gave depth and movement to the graphics, mirroring the energy of the platform’s feed, while oversized 3D elements extended the digital brand language into physical space. Every activation, from the TikTok Shop booth to the panel stages, lived within this cohesive system, making it clear that attendees had stepped into TikTok’s world.

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At the core of the 2023 activation was the idea that creativity on TikTok is effortless when you understand the language of the platform. We structured the experience around interactive workshops and hands-on demonstrations that demystified TikTok’s creative tools. Sessions like TikTok Decoded broke down the six key elements of viral storytelling structure, stimulation, sound, trends, production, and authenticity offering a blueprint for success that brands could apply instantly.

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We also leaned heavily into the power of Effect House, TikTok’s augmented reality engine, showcasing how brands could go beyond traditional content and step into the world of immersive storytelling. Through live demos, panel discussions, and real-time audience participation, we revealed how the future of engagement wasn’t in passive content consumption but in interactive digital experiences. We projected an Effect House filter on top of the building, visible for miles, drawing in the crowds and putting folks at the forefront of the platform so they could all feel like a star.

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The activation wasn’t just about education it was about inspiration. We brought in some of the most influential voices in entertainment, advertising, and content creation to discuss the shifting landscape of digital media. Whether it was panels on the future of music discovery on TikTok, workshops on leveraging gaming culture, or deep dives into the Latinx and SMB creator economy, the sessions were designed to provoke action, not just discussion. We worked closely with the ASOAE team to ensure the space was well lit and felt like a TikTok event.

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The line for TikTok’s For You Festival snaked around the block, a clear sign that this was one of the most in-demand events at SXSW 2023. Attendees eagerly queued up, badges and phones in hand, knowing they were about to step into one of the most talked-about activations of the year. The buzz around the festival reflected TikTok’s unmatched cultural pull, where music discovery, creator energy, and trendsetting collide. This wasn’t just another SXSW party; it was the ticket everyone wanted, a convergence of tech, culture, and artistry that demonstrated TikTok’s ability to turn digital influence into real-world excitement.

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Inside, guests were greeted by a bold neon TikTok sign mounted against a lush green wall, instantly setting the tone for an event that was vibrant, inviting, and unmistakably TikTok. The surrounding décor incorporated greenery, natural textures, and thoughtful lighting to create a modern yet approachable vibe. This design choice showcased the brand’s ability to blend digital aesthetics with organic, real-world experiences. The neon sign served as both a visual centerpiece and a symbolic welcome, signaling to attendees that they were entering a space designed for creativity and inspiration. The environment reflected TikTok’s role as a cultural hub, one that amplifies voices, fosters collaboration, and celebrates the power of entertainment-driven connection.

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We also recognized that networking at SXSW needed to be more than just exchanging business cards. The event’s curated For You Mixer introduced a new format for organic relationship-building, where brand executives, media buyers, and creators connected in an environment that mirrored the serendipitous nature of TikTok’s algorithm itself. Conversations weren’t forced they flowed naturally, leading to collaborations that extended far beyond Austin.

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The programming lineup for 2023 was designed to showcase TikTok’s evolution into a true cultural ecosystem. We hosted over a dozen panels and workshops featuring leading voices from TikTok’s Creative Agency Partnerships, SMB, Gaming, and Multicultural teams, alongside brand and creator collaborators. Sessions like Tap Into the Power of Music on TikTok and Driving Impact with Creative Partners highlighted how music discovery, influencer marketing, and TikTok’s creator economy are transforming entertainment and commerce. These discussions positioned TikTok as a creative accelerator and business driver, offering actionable insights and tangible takeaways for both global enterprises and emerging brands.

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From an aerial perspective, the TikTok lounge revealed itself as a bustling hub of collaboration and culture, echoing the energy of the app’s diverse community. Designed for both comfort and conversation, the space featured plush couches, branded pillows, and small seating pods that invited people to connect in a relaxed setting. Creators shared strategies, brand leaders held impromptu brainstorms, and emerging voices in tech and media exchanged stories about their creative journeys. The layout encouraged serendipity, with every interaction carrying the potential to spark new ideas. The TikTok lounge felt less like a branded space and more like a collaborative incubator, capturing the spirit of SXSW’s cross-industry innovation.

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One of the standout sessions was Effect House is Here, a deep dive into TikTok’s powerful AR creation platform. Industry-leading creators like Grace Choi (@gracemchoi), Eddy Adams (@eddyin3d), and Julia Roga (@filtersbyjulia) shared their experiences designing viral effects for global brands like Dior, Netflix, and Microsoft. Their stories illustrated how TikTok’s open creative tools have democratized innovation, allowing creators to shape digital experiences that spark conversation, community, and commerce at scale.

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The gaming-focused session Ready Player All underscored TikTok’s influence as a portal to global gaming culture. Hosted by Rema Vasan, TikTok’s Head of Global Gaming Business Marketing, and featuring Khleo Thomas (@khleothomas) and Jam City’s Mel Copping, the discussion highlighted how TikTok has become a hub for game discovery and fandom. This positioned the platform as not just a space for sharing gameplay, but as a cultural engine where gamers, developers, and brands collaborate to build vibrant communities.

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We also spotlighted the Latinx creator community with Connecting with the Latinx Community: A Brand Growth Imperative. Industry leaders from Nielsen, Estee Lauder, Sephora, and Digitas joined TikTok’s multicultural team to share insights on authentic storytelling, representation, and the growing purchasing power of this audience. The session showed how TikTok’s diverse ecosystem helps brands resonate with underrepresented voices, reinforcing that cultural nuance is essential for meaningful engagement.

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Workshops like Create to Captivate and TikTok Decoded: Creative Agency Workshop gave attendees a hands-on introduction to TikTok’s content creation tools and strategies. From leveraging data to drive ROI to producing months of native content from a single shoot, these sessions demonstrated how creativity on TikTok is accessible and scalable. Attendees left not only inspired but equipped with practical skills to translate platform culture into brand growth. Small business creators also took center stage with Launch and Learn: LIVE with @SMBbizhandles. Founders like Justin and Cassandra Porter (@porterfamilyof5) and brands like Tiff’s Treats (@tiffstreats) shared their TikTok journeys, showing how small businesses can use authentic storytelling to reach millions. These live demos added an intimate and entrepreneurial energy to the event, inspiring attendees to rethink traditional marketing models.

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The TikTok LIVE booth at SXSW 2023 brought TikTok Shop to life in an interactive, high-energy way. Designed as a fully functional broadcast studio, it allowed creators to host live shopping sessions in real time, showcasing products directly to audiences both at the festival and online. Throughout the day, attendees watched their favorite TikTok creators demonstrate products, share recommendations, and engage with live comments, blurring the line between entertainment and commerce. The space was styled to reflect TikTok’s signature aesthetic, with dynamic lighting and branded set pieces that encouraged content creation and amplified the excitement of live shopping.

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By incorporating TikTok Shop into the event, the booth demonstrated how TikTok has redefined the shopping experience, turning product discovery into a form of entertainment. Creators used the platform’s tools to seamlessly connect with their communities, highlighting how brands of all sizes can leverage LIVE to drive engagement and sales. The booth became a hub of activity, attracting crowds eager to see creators in action while illustrating TikTok’s growing influence in social commerce. It was a physical proof of concept that showcased the platform’s ability to merge content, community, and conversion in a way no other platform has achieved.

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The programming rooms themselves, named Hits Different, Main Character, and IYKYK, reflected TikTok’s cultural voice and design-forward approach. Each space was intentionally crafted to immerse guests in platform culture while encouraging conversation and content creation. From custom lighting to dynamic stage designs, the event’s visual language reinforced TikTok’s playful, trend-driven identity while signaling its maturity as a business partner.

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The TikTok HQ Lounge in 2023 was a fully immersive environment where design, hospitality, and brand storytelling converged to create a sense of belonging. The lounge featured curated furniture, vibrant lighting, and custom pillows in the shape of the app’s most iconic reaction emojis, turning every corner into a shareable backdrop. It offered guests a place to relax between panels and activations while staying fully immersed in TikTok’s visual identity. Fresh greenery, textured décor, and thoughtful lighting design softened the bold visuals, creating a balance between comfort and creativity that encouraged organic networking and conversation.

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Culinary presentation was also an extension of the brand’s visual storytelling. TikTok’s catering spread combined vibrant colors and elevated plating, with items like charcuterie cones, mango muffins, and summer squash skewers doubling as art pieces in the space. Positioned against a striking TikTok logo wall, the dining area became more than a refreshment station; it was a branded experience in itself. Each detail reinforced TikTok’s ethos of turning everyday moments into shareable content, showing that hospitality could be as thoughtfully curated as a For You Page.

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At night, Inn Cahoots transformed from a networking hub into a vibrant social experience, with immersive parties and musical showcases that brought the For You Page to life. Guests moved fluidly between panels, creator interactions, and live performances, embodying the way TikTok seamlessly blends entertainment and business. By the end of SXSW 2023, TikTok’s activation had become the epicenter of conversation in Austin, proving the platform’s ability to curate cultural moments that resonate both online and offline

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The outdoor courtyard was packed with festival-goers, creators, and brand leaders who flowed between food trucks, bar setups, and interactive installations, all illuminated by bold lighting and vibrant visuals that mirrored TikTok’s digital world. The energy was palpable, creating a space that felt like stepping into the For You Page itself, with surprises waiting in every corner.

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The walkway lined with glowing rectangular frames became one of the festival’s most magnetic and photographed experiences. Guests moved through the installation, immersed in a vibrant spectrum of colors and shifting lights that seemed to respond to the crowd’s presence. This sensory tunnel was designed as a metaphor for TikTok’s scrollable feed, guiding attendees through an experience that mirrored the flow of discovery on the platform. The interplay of light, architecture, and natural landscaping turned a simple walkway into an unforgettable journey, one that reinforced TikTok’s mastery in creating spaces where digital storytelling is transformed into something physical and immersive.

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The striking light tunnel installations quickly became a focal point of the evening. Bathed in pink and teal hues, these immersive photo-ready structures invited attendees to step inside and create their own shareable moments, blurring the line between event experience and TikTok content. The installations gave guests a chance to embody the playful, trend-driven energy of the platform while creating a stunning visual centerpiece that anchored the outdoor space.

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Music was at the heart of the experience, with live performances from genre-bending artists that embodied TikTok’s role as a cultural incubator. The stage, framed by bold geometric set pieces and glowing TikTok icons, brought every performance to life with vibrant lighting and dynamic visual effects. The programming reflected TikTok’s unique ability to amplify diverse voices and connect artists directly with global audiences, turning each set into a high-energy moment of discovery.

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The projection of TikTok content on the side of a building became one of the most iconic visual anchors of the activation, turning an urban wall into a living digital canvas. Guests could see themselves and fellow attendees featured as part of the creative showcase, transforming the physical space into an extension of the platform’s immersive and participatory nature. The glow of the installation mixed with landscaped greenery and Austin’s buzzing city lights, producing a dynamic environment that encouraged exploration. The integration of digital art and architectural design spoke to TikTok’s role in bridging the physical and digital worlds, making the entire venue feel like a live, breathing feed of discovery and creativity.

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As the night unfolded, the activation became more than an event; it was a living, breathing demonstration of TikTok’s cultural impact. Conversations sparked in every corner, creators and brands networked effortlessly, and the electric atmosphere showcased how TikTok has become a catalyst for trends, music, and creative storytelling. From the energy of the crowd to the immersive stage design, every detail captured the essence of TikTok at SXSW: a platform where inspiration and innovation meet in real time.

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The evening unfolded as a sensory experience where design, music, and culture converged to create a living embodiment of TikTok’s identity. Guests stepped into a world sculpted by MC²’s precision, where every installation, from glowing corridor structures to the sculptural stage design, became part of a choreography that guided movement and invited interaction. The space pulsed with vibrant energy, as carefully chosen materials reflected and refracted light, turning the venue into a cinematic stage that encouraged participation and connection. TikTok’s ethos of creativity and discovery was translated into physical form, inviting attendees to become protagonists in their own stories.

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The SXSW 2023 showcase, aptly named the For You Festival, celebrated TikTok’s unique ability to connect audiences to music they didn’t know they needed yet, spotlighting artists who embody that spirit of discovery. The lineup featured Ari The DJ, Jackie Venson, Stolen Gin, KAIRO, and The Tiarras, each representing a different facet of the platform’s eclectic soundscape. Their music ranged from soulful grooves and vibrant funk to sharp lyricism and bold, genre-bending performances, giving the festival an energy that mirrored the unpredictable magic of the For You Page. By curating a lineup with both local Austin talent and breakout acts, TikTok created a cultural moment that felt authentic to SXSW’s roots in music discovery, while amplifying these voices to a global audience through its platform.

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The performances elevated the space even further, with musicians framed by a layered grid backdrop and a lighting design that felt alive. Each moment on stage was amplified by the environment, which blurred the line between digital culture and real-world artistry. The branding was seamlessly integrated, not as a static element, but as part of the narrative, underscoring TikTok’s role as an incubator and accelerator for music trends. The design carried a dual purpose: to celebrate individuality while creating a collective experience, mirroring the platform’s ability to connect diverse voices into a single, dynamic feed.

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Every detail was intentional, from the architectural structures glowing in neon hues to the textured flooring and polished finishes that enhanced the energy of the crowd. The installations were built not simply as décor, but as interactive stages for social connection, designed to inspire creation and conversation. The audience moved through corridors of light and pockets of intimate seating, while the outdoor stage transformed into a magnetic centerpiece where music and design spoke the same language.

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The collaboration with MC² was a masterclass in immersive brand storytelling, demonstrating how physical environments can embody a platform’s cultural influence. The event was not only a showcase for music and performance, but a reflection of TikTok’s power as a social engine, shaping trends and amplifying creativity. By weaving together architecture, lighting, materiality, and live performance, the space became an extension of the platform’s ecosystem, bringing its digital dynamism into the real world in a way that felt authentic, bold, and unforgettable. These artists are not only talented performers but also creators who embody TikTok’s role as both an incubator and accelerator of trends. By bringing them into a live space, TikTok gave festival-goers the chance to experience in real-time the same dynamism they find on the platform, reinforcing TikTok’s role as a cultural hub where genres blend, communities form, and creativity thrives.

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We pushed bold environmental design to create a space that was as visually compelling as it was immersive. Posters for each act lined the venue’s entrance, creating a gallery of discovery that set the tone before attendees even entered. By framing the lineup in TikTok’s visual language, with bold typography, color-coded artist portraits, and stickers reminiscent of the platform’s design elements, the festival made a statement about the way music culture is consumed today. MC²’s expertise in experiential design allowed TikTok’s digital-first aesthetic to take physical form, seamlessly tying together the app’s visual identity with SXSW’s live, in-person energy.

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The For You Festival was more than a concert; it was an exploration of TikTok’s role in shaping music’s future. Each set became a case study in how artists use the platform to connect directly with audiences and drive their own growth. Jackie Venson’s guitar-driven performance, The Tiarras’ fiery energy, and KAÏRO’s stage presence all reflected the authenticity TikTok rewards. The festival celebrated the creative ecosystem that TikTok has cultivated, where breakout acts and established musicians alike can find new audiences, spark conversations, and influence trends that ripple far beyond the app.

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By weaving together TikTok’s cultural influence, SXSW’s reputation for trendsetting, and MC²’s mastery of immersive environments, the For You Festival set a new standard for brand activations at music festivals. It wasn’t simply about putting on a show; it was about curating an experience that made the audience feel like active participants in TikTok’s cultural engine. From the artists on stage to the carefully crafted signage and interactive touchpoints, every element reinforced TikTok’s position as the platform where music discovery starts, conversations happen, and creativity meets opportunity.

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TikTok’s presence extended into music discovery with the SoundOn Showcase at Austin’s iconic 3TEN venue. The event highlighted TikTok’s influence in amplifying artists and creating viral cultural moments, featuring performances from bbno$, Justine Skye, Nicky Youre, and venbee, all artists who built momentum through TikTok’s all-in-one distribution platform. Nicky Youre told the crowd, “The song that changed my life” was independently released through SoundOn, and Justine Skye thanked fans for the TikToks that reignited her hit Collide. The showcase, along with an open house for artists earlier in the day, underlined TikTok’s commitment to empowering creators to succeed on their own terms. With lines stretching around the block and surprise appearances from artists like Lil Yachty and 070 Shake, the showcase reinforced TikTok’s reputation as a tastemaker and platform that shapes music and culture globally.

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SoundOn is TikTok’s all-in-one music promotion and distribution platform, built to empower emerging artists by giving them tools to release music independently, grow their audience, and gain visibility without relying solely on traditional industry gatekeepers. It allows creators to upload tracks directly to TikTok and major streaming platforms, offering analytics, promotional support, and a revenue model designed to give artists ownership of their work. In less than a year, SoundOn became a vital launchpad for rising talent, proving TikTok’s influence as both a cultural driver and a music discovery engine.

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The SoundOn event, just a stone's throw from Inn  Cahoots, was an extension of the TikTok platform itself, transforming its digital ecosystem into a live, immersive experience that seamlessly integrated with TikTok’s artist promotion service, giving emerging and established musicians a powerful stage to connect with fans while showcasing the platform’s role in shaping music discovery.

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Venbee opened the night with an intimate, high-energy set featuring “messy in heaven” and “Low Down,” the songs that helped her build a devoted following and land a major-label deal. Nicky Youre followed with a breezy, upbeat set, highlighted by his Billboard Top 5 hit “Sunroof,” which he credited to the reach and community-building power of TikTok. R&B star Justine Skye electrified the stage, performing fan-favorite “Collide” and acknowledging the platform’s role in reviving and amplifying her catalog. Headliner bbno$, known for his humor and creativity, closed the night with a set that blended viral hits like “La La La” and “Edamame” with crowd interaction, proving TikTok’s ability to fuel unconventional, personality-driven artistry.

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The showcase was a vibrant finale to TikTok’s SXSW programming, underscoring how SoundOn transforms online virality into real-world cultural moments. SXSW, long a launchpad for breakthrough artists, was the perfect setting to demonstrate TikTok’s power as a tastemaker and its ability to create direct pathways between creators and fans. The event’s energy, packed crowds, and artist testimonials highlighted the platform’s role in rewriting the rules of the music industry, showing that TikTok’s influence reaches far beyond screens to drive cultural trends and spark careers on a global scale.

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By the end of SXSW 2023, TikTok had evolved from a social media platform into a business accelerator. Attendees didn’t just leave with best practices they left with real strategies, creative partnerships, and a clear vision of how TikTok wasn’t just part of the marketing mix, but central to it. I was glad I got to work closely with various teams in leading the creative direction for this subsequent year. Working closely with Lizzy Pettigrew on Creative Strategy and Development and Kenneth Liew as a graphic designer. We also shot multiple interviews on site with Josh Young, Nurys Castillo and our production partners Maul Media.

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2024: The Industry Catalyst

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By 2024, TikTok was evolving as a brand on the national stage and this called for an alternative execution. This year’s activation was designed to position TikTok not only as a leader in entertainment but as a driver of direct business impact. Instead of a broad, consumer-facing approach, we honed in on high-value interactions, turning our activation at Hotel Van Zandt into an exclusive hub for enterprise-level discussions and strategic partnerships. We moved beyond inspiration and into execution. Our Growth Summits provided brands with a roadmap for investment, using real-world case studies and data-driven insights to prove TikTok’s effectiveness as a revenue driver. The Ins & Outs Activation Wall transformed a viral text-based trend into an IRL engagement tool, allowing businesses to workshop their own brand strategies in real time. These solutions were borne from efficiency in action, as with the political turmoil around the app, we wanted to show up in a more humble and intimate manner so we could adress client cocerns in a safe space, rather than blow it out party style like years prior.

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Every touchpoint was designed for high-value impact. The For You Mixer evolved into an invite-only experience where industry decision-makers could engage with creators in meaningful, revenue-focused discussions. Creator-led strategy sessions weren’t just about trends they were about actionable steps for long-term brand success. This year, TikTok’s presence at SXSW was about more than engagement it was about influence. The activations shaped conversations not just for the weekend, but for the future of digital marketing. The impact was tangible, with brands leaving the event ready to increase their investment in TikTok not because they were told to, but because they experienced why it was necessary. I worked closely with Mike Hinson and Tracy Llewellyn on our team to map out the space with our brand illustrations and pops of color.

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This streamlined approach reflected a matured TikTok brand. By shifting focus from massive audience-facing spectacles to more targeted engagements, TikTok demonstrated its confidence as both a cultural tastemaker and a driver of measurable impact. Each element of the 2024 activation was designed to spark conversations, strengthen trust, and drive tangible outcomes for brands, all while showcasing TikTok’s continued ability to blend creativity, commerce, and community at scale. TikTok’s 2024 programming also extended beyond its own activation, with leaders speaking on SXSW panels that explored the intersection of entertainment, comedy, and creator culture. Sessions like “Social Media Is Dead, Long Live Culture Media” and “Comedy on TikTok” showcased TikTok’s cultural leadership, emphasizing how the platform is redefining storytelling and giving creators pathways into traditional media industries. Collaborations like the BBC’s Creator Lab, also featured at SXSW, underscored TikTok’s growing influence as a bridge between digital-native talent and broadcast opportunities.

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Key Collaborators: Lizzy Petigrew, Kenneth Liew, Josh Young, Nurys Castillo, Michael Hinson, Tracy Lewyelln, Jessica Doren, Joy Seet, Dwight Holden, Ashley Rutland, Maya Shedashri, Yvette Banks, Sandra Manzanares, Malia Estes, Sofia Hernandez

Tools: Adobe Creative Suite, After Effects, Figma, Cinema 4D, and Sketch.

Deliverables: Immersive installations, branded activations, co-branded workshops, executive speaking engagements, and integrated design narratives.

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