Claire Collins Has Been Named The Head Of Music For SXSW Sydney.


Claire Collins has been appointed as SXSW Sydney’s head of music.


The event conference and festival, which has its roots in Texas, will make its international debut in Australia in 2019.
Collins is now in charge of the “vision, programming, and execution” of the SXSW Sydney music festival and the music industry-focused content across the conference, expo, activations, and networking events, according to an internal message obtained by Billboard.

Collins, a Sydney native, has experience in management, events, public relations, and even entertainment law.


Because of her reputation for spotting and developing new talent, she has appeared on multiple editions of The Music’s Power 50 list.

Collins, the head of Bossy Music, an independent PR and artist management agency, has handled national publicity for artists such as Flume, Billie Eilish, Lorde, Cub Sport, and Laneway Festival over the course of 15 years.


During her time as an artist manager, she is credited with launching the careers of Mia Wray, Sycco, and D.D. Dumbo. Wray is the first artist to win both the Song of the Year and the Pop Award at the Queensland Music Awards in the same year.

Collins holds a dual degree in arts and law from the University of Sydney and is a patron and former board member of the Association of Artist Managers. Brett Oaten Solicitors is a well-known law firm in the entertainment industry.

SXSW in Sydney will bring together the music, gaming, film, television, technology, and innovation industries in the same way that SXSW in the United States does.

The seven-day event, set for October 15-22, 2023, is a collaboration between the New South Wales (NSW) government and its tourism agency, Destination NSW, as well as Australian promoter TEG.

As the brand expands on its more than three-decade-long foundation, the new edition will become the official annual Asia-Pacific iteration of SXSW.
P-MRC, a collaboration between Penske Media Corporation and MRC, signed a “lifeline” agreement with SXSW in April 2021, becoming a major investor in and long-term partner of the Austin event. Billboard’s parent company is P-MRC.

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