At the highly anticipated South By Southwest (SXSW) festival earlier this year, a controversy arose as dozens of indie artists and speakers opted to cancel their appearances in protest of the event’s sponsorship from US military and defense contractors amid escalating tensions between Israel and Hamas. The organizers of SXSW initially expressed support for the artists’ right to free speech, while also defending their US Army sponsorship as part of their commitment to presenting groundbreaking ideas.
However, three months after the protests, SXSW announced this week that they have decided to part ways with the US Army as a sponsor for the 2025 festival. An official statement shared on the SXSW website read, “After careful consideration, we are revising our sponsorship model. As a result, the US Army, and companies who engage in weapons manufacturing, will not be sponsors of SXSW 2025.” When reached for comment, a spokesperson for SXSW declined to provide further details on the decision.
In response to the separation, a spokesperson for the US Army stated that they appreciate the opportunity to have participated in the 2024 festival and emphasized their commitment to seeking opportunities in the creative industries. The move to drop the US Army as a sponsor was reportedly not a criticism of the Army, according to sources familiar with the festival’s change in sponsorship. Instead, the decision was seen as a step towards finding a commercial sponsorship partner for SXSW’s future.
The Texas-based music and tech festival has grown over the years to include a wide range of events from major Hollywood studios and networks. It attracts over 300,000 attendees to Austin for conferences, music showcases, film premieres, and exhibitions. Notable figures such as Selena Gomez, Meghan, Duchess of Sussex, and investor Mark Cuban have participated in past festivals.
SXSW recently announced an expansion to Europe with the hosting of its first London edition in June 2025. The decision to cut ties with the US Army comes shortly after one of the bands that boycotted the 2024 festival, Kneecap, took to social media to express their thoughts with a fiery message. The Irish hip-hop trio posted, “US ARMY is OUT of SXSW,” accompanied by a handshake emoji next to an emoji of a Palestinian territory flag and concluding with “F–K ISRAEL.”
Despite the tension surrounding the festival, Kneecap’s history of supporting pro-Palestinian movements and their outspoken lyrics on political and social issues have drawn both criticism and praise. The group’s manager, Dan Lambert, confirmed that Kneecap stands by their social media post and indicated that they have not yet been contacted by SXSW regarding next year’s festival.
The controversy at SXSW is not isolated, as other music festivals have also faced challenges related to sponsorship amid the Israel-Hamas conflict. Earlier this year, over 100 artists pulled out of The Great Escape festival in the UK due to its sponsorship by Barclays Bank, which was linked to arms manufacturers collaborating with the Israeli military. Barclays later suspended its sponsorship of music festivals by Live Nation in response to the backlash.
However, Kneecap made a different decision when it came to participating in The Great Escape festival, citing the importance of festival performances for their livelihood. The band emphasized that while they withdrew from SXSW due to its US Army sponsorship, they are pragmatic in their approach.
The saga at SXSW reflects the broader tensions felt across creative industries, particularly during times of international conflict. The choices made by artists and festival organizers have raised important questions about free speech, sponsorship ethics, and the role of cultural events in addressing political issues.