With SXSW Sydney set to make the NSW capital the centre of the known universe this week, local publisher News Corp Australia has set its sights on being the centre of SXSW.

The convergence of tech and innovation, music, games and screen opened on Monday, literally with a bang, as thunder and passing heavy rain forced attendees out of Tumbalong Park. It runs to October 20.

While News’ ‘activation’ also centres there, at its purpose-built Ideas Dome stage, the show began for exclusive guests at a party presided over by client partnerships managing director Lou Barrett at the W Hotel, and with entertainment from musician Thelma Plum.

Somewhere between 20-30 News executives are registered for the week’s events, with badge prices currently at $1995 each. Barrett says SXSW provides a unique opportunity to invite client and agency partners to experience its brands at a consumer level, “while immersing themselves in the creativity and innovation that SXSW Sydney brings to the marketing community.

“It’s an inspiring environment where we can connect, engage, and explore new ways to drive commercial success together.”

Behind the initiative is News’ Growth Distillery research think-tank, with a series of presentations centred on News’ brands: among them AI innovators from The Australian, endometriosis advocacy from News.com.au, a discussion about online dating from Body+Soul, and a Vogue Australia session on the future of shopping.

Growth Distillery director Dan Krigstein is on the main ICC stage to present research on how technological ‘postures’ dictate not just where customers shop but how they connect with brands.

A further highlight is News’ launch of The Australian’s The List: Innovators magazine onboard Christian Beck’s LawConnect, with VIP guests treated to a trip on the superyacht alongside young entrepreneurs and corporate leaders.

Pictured from top: Thelma Plum’s rooftop party performance; Thelma Plum (centre) with News’ Damian Cleary, Gai Le Roy of IAB, IMAA’s Sam Buchanan, and Lou Barrett; Pippa Leary, managing director and publisher of News’ free news & lifestyle division (Photos News Corp Australia via LinkedIn)