AUSTIN, Texas — February 25, 2025 —The University of Texas at Austin returns to South by Southwest (SXSW) with two days of panels spanning tech, quantum, sports, and lifestyle with nightly musical guests. Hook ‘Em House will take place March 7-8 at legendary Austin nightclub Antone’s (305 E. 5th Street).
The Hook ‘Em House remains the central hub for all things UT and cutting-edge thought leadership. The two-day event returns with photo-worthy installations, conversations with world-class academics and entrepreneurs, live music performances and podcast tapings, an International Women’s Day breakfast event and more.
“SXSW is such a special and exciting expression of Austin and the culture of creativity and innovation. We love showcasing the people who come to UT to change the world and the innovation and research that makes a difference in society. Hook ‘Em House is here to honor and celebrate this and bring the Longhorn spirit to everyone here for SXSW,” said Courtney Young, Chief Experience Officer for UT Austin.
Panel sessions will feature a variety of topics, including the future of quantum science and its impact on daily life to the latest developments in AI’s impact on the energy industry. Experts will discuss how technology is revolutionizing the sports fan experience and Austin’s future as a tech hub.
Musical highlights include headliners Mobley (Friday, March 7) and Shakey Graves (Saturday, March 8). Enjoy daytime performances from UTalent Records artists Nicholas Challier and Brooke Michelle, plus a special appearance by The University of Texas’ renowned Mariachi Paredes de Tejastitlán. Throughout both days, a rotation of DJs from KUTX 98.9 FM will keep the energy high with curated sets.
As part of the official SXSW Panel Picker events, Hook ‘Em House will offer priority access to SXSW badge-holders.
For a full schedule and registration links, please visit the Hook ‘Em House Eventbrite page. Sponsors for Hook ‘Em House at Antone’s include Armadillo World Headquarters, 47 Brand (returning with custom, limited edition Hook ‘Em House hats) and Raising Cane’s (providing free lunch each day, 12:30 -3:30 p.m., for all attendees).
For more details, visit https://utatsxsw.utexas.edu/. The event hashtag is #UTatSXSW.
The full schedule for UT’s Hook ‘Em House at SXSW programming is as follows:
Friday, March 7
The University of Texas Longhorn Band Leads Parade
Austin Convention Center, 500 E. Cesar Chavez St at 10 a.m. || No badge required
Join the acclaimed University of Texas Longhorn Band as they kick off South by Southwest with a pop-up performance at the Austin Convention Center and Hook ‘Em House. The performance will end at Hook ‘Em House and will be followed by the presentation of Impact Scholarships at 10:30 a.m.
Musical Performance by Nicholas Challier
Antone’s (Downstairs) at 1:00 p.m. || Badge holders prioritized
Join us for a special performance by UTalent Records artist Nicholas Challier.
Live Podcast Recording with 3rd & Longhorn
Antone’s (Downstairs) at 1:45 p.m. || Badge holders prioritized
Enjoy a special live recording of the 3rd & Longhorn podcast with hosts and Texas football legends Derrick Johnson, Fozzy Whitaker, Alex Okafor, Jeremy Hills, Rod Babers and Nick Shuley, founder of Clark Field Creative featuring special guest Colt McCoy.
Panel: Quantum Leaps: Universities and Startups Driving Quantum Innovation
Antone’s (Upstairs) at 2:30 p.m. || Badge holders prioritized
Quantum computing will revolutionize industries, dramatically impacting business across the world. This panel will delve into the current state of quantum computing, university partnerships, and emerging trends. We’ll examine the latest advancements in hardware, software, and algorithms and discuss the challenges that still lie ahead. Learn about successful models for knowledge transfer, talent development, and joint research initiatives. We’ll also discuss key trends to watch, including the rise of quantum software, new quantum algorithms, and the growing demand for quantum-skilled professionals. Whether you’re a seasoned tech enthusiast, an investor, or simply curious about the future of computing, this panel will provide valuable insights into the exciting world of quantum technology.
Discussion: Artificial Illustration: A.I. and Technology in the World of Music Poster Art with Armadillo World Headquarters
Antone’s (Downstairs) at 3:30 p.m. || Badge holders prioritized
Join us for an insightful discussion to explore the intersection of technology, creativity, and music culture, reflecting on how AI is both challenging and expanding traditional artistic practices. Expect a thought-provoking exchange on the future of artistic originality, AI ethics, and the evolving role of human creativity in a digital-first world. Moderated by Armadillo World Headquarters’ Stephen Marshall.
Panel: TEXAS: At the Heart of Tech’s Future
Antone’s (Upstairs) at 4:00 p.m. || Badge holders prioritized
The future of technology is being built right now, and Texas is at the forefront. This isn’t just about isolated breakthroughs. This is a fundamental shift in how we develop and scale next-gen tech. Imagine a world where cutting-edge research in AI seamlessly integrates with advanced energy solutions, all fueled by strategic venture capital and driven by future-thinking research and education. This is the reality taking shape in Texas. Join us for a compelling panel discussion with leading figures from academia, venture capital, and government as they explore how their collaboration is accelerating the development of deep tech, from life sciences to semiconductor manufacturing. Discover how this unique partnership is unlocking innovation, creating a thriving tech ecosystem, and driving solutions for the world.
Musical Performance by Mobley
Antone’s (Downstairs) at 8 p.m. || Badge holders prioritized
End the night with a high-energy performance from the Austin-based singer-songwriter and multi-instrumentalist Mobley.
Saturday, March 8
International Women’s Day Breakfast
Antone’s (Downstairs) at 9:30 a.m. || Badge holders prioritized
Celebrate International Women’s Day with a morning of connection and conversation. Enjoy breakfast and coffee, then explore interactive stations featuring specialized nailbot machines and friendship bracelet-making stations. Sit in on a candid discussion featuring pioneering entrepreneurs including Tiffany Chen (Moody College of Communication, B.S. ’01), who transformed Tiff’s Treats from a college cookie delivery service into a national phenomenon, moderated by Austin Monthly Editor-in-Chief, Madeline Hollern (Moody College of Communication, B.S. ’07).
Panel: Energy & AI – The Power Couple
Antone’s (Upstairs) at 11:30 a.m. || Badge holders prioritized
Breakfast served downstairs
Energy has emerged as mission critical in the emerging AI revolution. Big tech is racing to resolve its own AI-driven energy requirements. Four of the top 10 supercomputers in the world are managed by the U.S. Department of Energy. The relationship between the AI and energy duo is complex: Will AI create a new wave of energy scarcity, or drive big changes in discovery, efficiency and innovation? We will dig into this complex relationship, the opportunities and challenges, and what this means for Texas and people around the world.
Creator Connect: Celebrating Women Creators & Influencers
Antone’s (Upstairs & Downstairs) at 12:30 p.m. || Badge holders prioritized
Mix, mingle and connect! Join a vibrant gathering of Texas’ most innovative content creators for an inspiring afternoon of connection and creativity. Experience an engaging discussion moderated by Lauren Petrowski (Moody College of Communication, B.S. ’06) featuring UT Austin’s own Jungmin Kang (Moody College of Communication, B.S. ’26), founder of the viral sensation Snoopslimes alongside fellow social media powerhouses, founder of Friend of Mine Kenzie Elizabeth and actress Natalie Tran (College of Fine Arts, B.F.A, Acting, ’27). Listen in as these creators share their insights on building a sustainable brand and business in the dynamic creator economy. Digital creators are invited to this mixer event.
Panel: Hook ‘Em Horns 2.0: Tech-Powered Brand Building and Fan Engagement
Antone’s (Upstairs) at 2:30 p.m. || Badge holders prioritized
The University of Texas relaunched the Longhorn Network, leveraging the latest technology to deliver live and on-demand content and fuel fan engagement. Join industry experts as they discuss the future of sports content delivery, and how innovation is shaping the fan experience. Explore the strategies behind creating compelling content that resonates with today’s viewers, reaching new audiences and expanding the Longhorn Nation, building a thriving online community and fostering deeper connections with fans and utilizing technology to personalize the fan experience and drive interaction.
Musical Performance by Brooke Michelle
Antone’s (Downstairs) at 3:30 p.m. || Badge holders prioritized
Join us for a special performance by UTalent Records artist Brooke Michelle.
Musical Performance by The Mariachi Paredes de Tejastitlán
Antone’s (Downstairs) at 4:30 p.m. || Badge holders prioritized
Join us for a special performance from the University of Texas Mariachi, known as the The Mariachi Paredes de Tejastitlán.
Musical Performance by Shakey Graves
Antone’s (Downstairs) at 8 p.m. || Badge holders prioritized
We’ll close things out with Shakey Graves, one of Austin music’s biggest modern exports.
