Spotify House
at SXSW
AMPLIFYING AUSTIN
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SPOTIFY HOUSE AT SXSW

How do we  transform the  Spotify activation at SXSW into a premier experience  that draws larger crowds, garners good press, promotes coveted partnerships, and showcases top-tier music talent?


The Spotify House experience offered SXSW attendees a home away from home at the festival. A variety of activation elements — including live performances, interactive partner experiences, and lounge areas — provided something for everyone.

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MAS set numerous stages within the House to host headline artists popular with festival-goers — artists such as Willie Nelson, Run The Jewels, Mister Wives, Kacey Musgraves, and Passion Pit.

Our involvement didn’t end there. Partner activations also raised the hype around the House. MAS helped SoulCycle make an unforgettable debut at SXSW with “cardio parties” featuring immersive 360º projection-mapping experiences and live DJ performances from Chromeo. We created a live workspace for Squarespace, and we also produced one of the festival’s most heavily talked-about activations on social media: the Bose Confessional Soundbooth.

The Spotify House was hands down the most popular activation at the festival, attracting nearly 30k guests. The New York Post claimed that “the Hottest SXSW event was a SoulCycle class at Spotify House with celebrity DJ Chromeo.” Additionally, BizBash listed the Bose Confessional Booth as one of the “High-Tech Ideas to Steal From SXSW.” Having exceeded their expectations, Spotify invited MAS back to produce the Spotify House at SXSW for many subsequent years.

Fun Fact: In 2016, Spotify House donated $50,000 worth of raw materials, furniture, and state-of-the-art sound equipment to a local middle school to build a recording studio for students, setting the precedent for years to come.

The Spotify House was hands down the most popular activation at the festival, attracting nearly 30k guests. The New York Post claimed that “the Hottest SXSW event was a SoulCycle class at Spotify House with celebrity DJ Chromeo.” Additionally, BizBash listed the Bose Confessional Booth as one of the “High-Tech Ideas to Steal From SXSW.” Having exceeded their expectations, Spotify invited MAS back to produce the Spotify House at SXSW for many subsequent years.

"Fun Fact: In 2016, Spotify House donated $50,000 worth of raw materials, furniture, and state-of-the-art sound equipment to a local middle school to build a recording studio for students, setting the precedent for years to come."