Mazda Sponsors SXSW 2016, Connecting Automotive to Technology, Music and Film

By Product Expert | Posted in Mazda News on Friday, March 18th, 2016 at 9:16 pm
What Is Mazda Doing at SXSW 2016

What Is Mazda Doing at SXSW 2016?

These days, South by Southwest (SXSW) is a huge deal. It’s one of the best ways to explore film, music and new technologies. With Mazda always on the forefront of new vehicle engineering and technology, it’s no surprise that the auto maker is sponsoring the event for another year. So, what is Mazda doing at SXSW 2016? Let’s take a look.

For those who don’t know, SXSW takes place right here in Texas, several hours away from our Midland TX home over in Austin. That, combined with Mazda’s sponsorship, makes it a particularly exciting event for us. Last year, Mazda hosted a number of fun events, from a video game driving challenge that awarded drivers a new Miata to turning a Mazda3 into music through Mogees, a technology that converts vibrations made through touch into sound.

Mazda Vehicles at the SXSW 2016 Mazda Express Ride Service

This year, Mazda brought even more vehicles to Austin for attendees to check out. With these vehicles, Mazda has set up a ride service called Mazda Express, helping transport attendees around the area.

Come experience Mazda models for yourself with a test drive

All people need to do is register at They can also register for a ride at the Mazda Lounge or at any Mazda kiosk around the event. Plus, to reward some of the Mazda owners out there, Mazda has given away portable chargers to the first 8 people to ride the Mazda Express each day.

2016 Mazda CX-3 Spectrum Analyzer in the Hype Hotel at SXSW 2016

Everywhere you look at SXSW, you’ll find Mazda doing unique things to transform cars from driving machines into something completely different. This year, at the Hype Hotel, they turned a 2016 Mazda CX-3 into a spectrum analyzer.


A spectrum analyzer can be used to detect oscillations in sound, which can then be displayed for visual viewing. At least, that’s the simplest explanation we could come up with, but we’ll leave Mazda to handle the specifics. What we do know is that it looks incredible to see how LED lights were used to create patterns on the vehicle that went along to music. Much of what Mazda is doing at SXSW 2016 is music related, including having its own Pandora station and allowing attendees to create their own music using a unique touch table that you can check out below.


As you can see, Mazda has a lot going on at SXSW 2016, and we wish we could share it all with you. But now that you see how Mazda is a leader in emerging technology and supports the exploration of the arts, we encourage you to check out SXSW when its back next year.

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One Response to “Mazda Sponsors SXSW 2016, Connecting Automotive to Technology, Music and Film”

  1. Thanksgiving says:

    Really worth reading.

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