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SXSW 2026: Transforming Fandom and Partnerships with Data

SXSW 2026: Transforming Fandom and Partnerships with Data
SXSW 2026: Transforming Fandom and Partnerships with Data
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SXSW is only a week away. Time to get weird! (And, you know, talk about data and music and marketing and tech and stuff).

Being from Texas, it's still kind of mind blowing to think about how big SXSW has gotten.

But it's big. Real big.

And we're gonna be there! Jarred Goldner, Director, SET, and Kira Khayat, Account Manager, SET, will be on the ground at SXSW and Jarred will be speaking on a panel that explores fan data and how it can open new partnership opportunities (panel info below).

Oh, and HUGE thank you to our friends and partners at UMG and Red Light Management, who made this panel happen! Y'all are the best!

Beyond the Stage: Transforming Fandom and Partnerships with Data

When: March 17, 2026 @ 10:00am – 11:00am CT

Where: Downright Austin - Capitol Ballroom FGH

What: Panel discussion that will highlight how fan insights can enhance how artists and labels engage with their fans and open new opportunities for previously unconsidered partnerships based on fan feedback. This session will explore how live events can become powerful engines for fan data collection and engagement. Panelists will unpack live fan data for audiences captured by SET on four tour stops for country artist Parker McCollum. By combining this live data with Deloitte’s advanced analytics, the panel will discuss new partnership and revenue opportunities for both the artist and UMG, and how this enhances fan engagement.

Who: 

If you'll be at SXSW, come check us out! And if you won't be there, come back to this blog post in a couple weeks and we'll give you a peek into our panel discussion.

About MAX

MAX gives brands direct access to artists’ story, stage, and social footprint. Grounded in the company’s proprietary Artist Matching Engine, MAX is backed by tech VCs and built by a team of data scientists, engineers, music pros, and media experts. MAX powers partnerships for top brands (like Ford, Rocket Mortgage, McDonald’s, AARP, US Marine Corps, and more) and supports a growing portfolio of 6,000+ artists (including Alicia Keys, Kane Brown, Jon Batiste, Eslabon Armado, Leela James, Lalah Hathaway, Justin Quiles, AJR, and Melissa Etheridge) with live engagement tools and promotional sponsorships.

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