UT Alum Brings International Perspective (and Bands) to SXSW
- Apr 29, 2025
- Global Alumni Relations
Darbi Donaldson (B.A. '12) began her music industry career at the international music festival South By Southwest (SXSW) as a volunteer during her time as an undergraduate at The University of Texas at Austin. Now, she’s a representative for the Australian branch of the music label BMG and bringing Australian bands to SXSW.
Donaldson, hailing from Amarillo, left the United States for the first time when she studied abroad in London between her sophomore and junior years. She then worked with an independent label in the United Kingdom that handled singer-songwriter Björk before working with the U.K. leg of the music label BMG, whose artists included Louis Tomlinson, 5 Seconds of Summer and Kylie Minogue.
She now works with the Australian office of the music label in Sydney. Many artists she currently works with, such as Dope Lemon and Pacific Avenue, attended SXSW in March 2025.
“(SXSW is) where my music career started,” Donaldson said. “At first, I was working as a volunteer, and this year, I (got) to send some bands that I’m working with to South By and have them experience America. And I think that’s really beautiful, to experience the U.S. via Austin for the first time at South By.”
Every year, SXSW brings international bands to the Texas capitol, presenting an amazing variety of shows. Harry O’Brien, Pacific Avenue’s lead vocalist and guitarist, spoke about how impactful this opportunity was for him as a musician.
“These events are so cool because we’re in our own little bubble of … rock bands,” O’Brien said. “Anywhere you walk into (at SXSW), there’s so many different styles and genres. It helps for a lot of inspiration, and it’s interesting looking at (music) in a different way.”
Hopefully, Donaldson will continue to recommend SXSW to the bands she represents for years to come. Certainly, Austin still holds a special place in her heart.
“Austin is still my favorite city,” Donaldson said. “I try to get back there every couple of years. I absolutely love it so much and had the best time going to college there.”
