SXSW is where tech, culture, entertainment, startups, and brands all collide in one very chaotic (and very pitch-heavy) week in Austin.
To make pitching easier, we pulled five journalists from our full SXSW 2026 Media List who covered SXSW last year and are actively covering SXSW-adjacent topics like AI, brand innovation, emerging tech, music, and what’s happening on the ground in Austin.
These are the reporters you should have on your radar if you’re planning announcements, founders, trend data, product launches, or on-the-ground SXSW moments.
Below, you’ll find details on their roles, recent coverage, social links, and locations to help you prepare your outreach.
Title: Technology Reporter
Location: New York, NY
What they cover: AI, virtual platforms, emerging tech, brand innovation
Asa is tapped into how brands use big cultural moments to test new tech, experiment with AI, and create activations that actually drive attention (not just foot traffic).
Pitch Asa if you have:
AI tools being used in marketing, media, or retail
A brand activation with real numbers behind it (engagement, conversions, ROI)
Creator economy partnerships that go beyond “we hired influencers”
A founder POV on what’s next in platforms and digital behavior
OnePitch tip: Bring data. Ad Age reporters love specifics.
Title: Chief Technology Reporter
Location: New York, NY
What they cover: Tech + media innovation, advertising technology, digital trends
Garett’s coverage sits at the intersection of marketing and technology, which is basically SXSW’s whole personality. If your story lives in the “this is where consumer behavior is going” bucket, this is a strong journalist to pitch.
Pitch Garett if you have:
A consumer behavior trend tied to tech adoption
New tools shaping digital marketing, creative, or media buying
A POV on AI, data privacy, personalization, or next-gen advertising
Media industry shifts, especially around platforms and creators
OnePitch tip: Lead with what’s changing and why it matters right now.
Title: Digital Reporter
Location: Austin, TX
What they cover: Local Austin news, SXSW updates, community impact
Abigail is a perfect example of why local reporters matter during SXSW. While national outlets chase celebrity panels and big-name brand activations, local journalists cover what’s actually happening on the ground in Austin, from city impact to major festival updates.
Pitch Abigail if you have:
SXSW stories with a local Austin angle
Community impact, city logistics, safety, or economic data
Restaurant, hospitality, tourism, or small business tie-ins
Activations and events with a real impact on locals and visitors
OnePitch tip: Make the Austin relevance crystal clear in the first sentence.
Title: Senior Music Writer and Chief Music Critic
Location: Los Angeles, CA
What they cover: Music industry, pop culture, live entertainment, major artists and trends
SXSW is music, and Chris Willman is one of the strongest names on this list for that angle. If you have a story tied to the music festival side of SXSW (artists, showcases, new formats, emerging trends, fan culture), he’s a great target.
Pitch Chris if you have:
Music tech, fan platforms, or creator tools
Artist launches or data-backed trend stories (especially with credible metrics)
Brand partnerships in music that are genuinely meaningful (not just logo placement)
Anything music-festival adjacent that has a larger industry takeaway
OnePitch tip: Give him a strong headline upfront and don’t bury the hook.
Title: Transportation Editor
Location: Detroit, MI
What they cover: Transportation tech, EVs, mobility, autonomous vehicles, startups and innovation
Kirsten is a top-tier SXSW target if your company touches mobility, EVs, transportation, or future-of-cities innovation. SXSW consistently attracts founders and operators in these industries, and TechCrunch coverage during SXSW week can give companies real visibility.
Pitch Kirsten if you have:
Transportation startups doing something actually new
EV infrastructure, charging, battery innovation
Autonomous, connected vehicle tech, or mobility AI
Data about how cities or consumers are changing the way they move
OnePitch tip: She’ll want a clear “why now” angle, especially if it’s a startup story.
These five reporters are just a preview. If you want the full SXSW 2026 Media List featuring 30 journalists, including:
Contact info
Social handles
Author pages
Recent relevant coverage
You can grab it here:
If you want deeper insights, more pitch examples, or continued journalist feedback, explore the OnePitch Community for access to Pitch Palooza recaps, reporter guides, and early media list releases.