Converge @ took over Soho House Austin during SXSW 2026 for a standing-room-only day of conversations at the intersection of creators, brands, and media. Presented in partnership with Soho House and sponsored by BET+ and Echobend, the event brought together executives and talent from Meta, Shopify, Snap Inc., Prime Video, Amazon MGM Studios, Tubi, Hyperice, and more for three panels on the future of culture, commerce, and the creator economy.

The energy never dipped — Wells P kept the room locked in between conversations, and the connections happening off-stage matched the ones happening on it. As Converge @ expands globally across Cannes Lions, CES, Art Basel, and Formula 1, the SXSW edition made one thing clear: this is where the people shaping what’s next actually show up.