Artists to Watch at SXSW 2026 This Week

Every year, South by Southwest transforms Austin into a global stage for artists who are about to become the next big thing. SXSW has always been one of those festivals where discovery happens in real time — where you walk into a room to see a set from someone you’ve never heard before and leave knowing you just witnessed the beginning of something.

This year’s lineup is stacked with artists across genres who are building momentum in their own corners of the industry. From underground rap and regional sounds to indie rock and Americana, here are a few artists I’ll be keeping an eye on throughout the week

Bobby Raps

I’ve been listening to Bobby Raps since I was in middle school when he was doing collaborations with Corbin — back when Corbin was still going by Spooky Black.

Watching Bobby Raps build a platform of his own over the years has been exciting, and SXSW feels like another step in that evolution.

His music has always carried a unique emotional depth within the alternative hip-hop space, and I’m curious to see how his sound continues to grow as he reaches new audiences.

Ozer

If there’s an artist who truly captures the essence of the Bay Area sound right now, it’s Ozer.

Ozer blends smooth melodies and basslines with that unmistakable NorCal cadence that defines the region’s rap scene. His sound feels effortless yet intentional, the kind of music that immediately feels familiar while still carving its own lane.

If you’re someone who loves artists like Larry June, allow me to introduce you to what might become your next Bay Area obsession.

Samy Sharif

I’ve had the privilege of seeing Samy Sharif perform twice now during the JMSN 2025–2026 tour, and both performances were unforgettable.

Samy’s story and sound come from a deeply personal place — something that resonates strongly with a lot of us navigating our twenties. His stage presence is refreshing and his performances are some of the most intimate sets I’ve experienced in recent years.

When I saw he had been selected to perform at SXSW, it felt like confirmation that the wider industry is starting to recognize the raw talent that fans have been seeing for years.

I was actually able to catch up with Samy before his performance and asked how it felt to be performing on such a transformative stage like SXSW. His response stuck with me:

“Grateful to be here. I remember playing on 6th Street ten years ago in a bunch of bars. I remember no one being there. I remember the hurt. I remember hearing Anderson .Paak from the street. I remember dreaming that one day I’d be back. That day is today. I’m grateful for that.”

Now I may be biased, but if there’s one artist you should be paying attention to during and after SXSW, it’s Samy Sharif. Everything about him — his music, his fans, his community — screams star. And he deserves all the flowers coming his way.

Wacotron

I mentioned Wacotron in a previous article, and he’s another artist helping shape the emerging Texas rap scene.

Wacotron blends regional sounds with the beats and tempos fans already love, creating a style that feels rooted in Texas culture while still resonating on a national level.

With the Texas rap scene gaining momentum right now, he’s definitely someone to keep on your radar.

Liam St. John

Funny enough, I was first introduced to Liam St. John through an Instagram ad — and at first I didn’t think much of it.

Then I found out he was a contestant on The Voice Season 19.

Since leaving the show and moving to Los Angeles, his career has been steadily building. His Americana-blues sound carries this nostalgic feeling that reminds me of early-2010s singer-songwriter energy in the best way possible.

SXSW feels like the perfect environment for him to reach new audiences while continuing to grow the fanbase he already has.

Modern Cult

With only about 671 monthly listeners on Spotify right now, Modern Cult is one of those bands you can officially say you discovered before they blew up.

Their sound reminds me of early Two Door Cinema Club and Cage the Elephant — that punchy, energetic indie rock that dominated the late 2000s and early 2010s.

If they continue developing that sound with their own twist, they could very well be part of a revival of that style for a new generation.

Definitely a band to jump on early before everyone else catches on.

Otis Wilkins

Otis Wilkins is the solo moniker used by the songwriter Taylor Wilkins from the rock band Otis the Destroyer.

I’ve always had a special appreciation for artists who branch out into solo projects because it gives us a deeper look into who they are as individuals outside of the band dynamic.

With musical influences reminiscent of Elton John, Otis Wilkins’ sound feels perfect for a summer beach day — the kind of music you put on, relax, and just let the moment happen.

BigXthaPlug

BigXthaPlug has been a staple in my listening rotation for a while now and even ended up as my Spotify top artist in 2025.

I’d go as far as saying BigXthaPlug is one of the artists helping pave the way for the modern Texas rap sound. His delivery, storytelling, and presence have helped elevate the region’s sound to a wider audience.

If you’re paying attention to where hip-hop is going next, his set at SXSW is definitely one to watch.

Lola Young

Lola Young has had an incredible breakout year.

As a Grammy-winning artist and a 2026 Best New Artist nominee, she’s quickly positioned herself as one of the most exciting rising stars in music right now. As more people begin to recognize her talent and artistry, it feels like she’s only getting started.

SXSW will likely be another major moment in her rise.

Junior H

Hailing from Mexico, Junior H is one of those artists you simply have to experience live.

I first saw him during Peso Pluma’s set at Coachella in 2023 and the energy was undeniable. That momentum only continued when he returned to perform his own set at Coachella in 2025.

As one of the bigger names on the SXSW lineup this year, I expect nothing less than an incredible performance.

Honorable Mentions

There are plenty of other artists worth checking out throughout the week:

• Kaash Paige

• Nezza

• Danny Felix

• Ama Louise

• Morgan

• Night Drive

• Mau P

• Lucaa

The beauty of SXSW is that it’s never just about the headliners — it’s about discovery.

Some of these artists are already building momentum. Others are still flying under the radar. But if SXSW history has taught us anything, it’s that many of tomorrow’s biggest artists are playing small stages in Austin this week.

And if you’re paying attention, you might just say you saw them first.