South by Southwest (SXSW) is the leading conference and festival in the United States devoted to the convergence of the music, film, and digital industries. EU@SXSW is organized by the Delegation of the European Union to the United States.  In March, the IUC-NA programme participated in the EU@SXSW events and SXSW City Summit events. Representatives from the IUC-NA cities of Austin (USA), Bologna (Italy), Chihuahua (Mexico), Guadalajara (Mexico), Hamburg (Germany) and Zaragoza (Spain) as well as IUC-NA staff participated on several panels and sessions over the course of three days. The city representatives also had the opportunity to meet together to reflect on and share their experiences from the first round of Learning Exchanges that they had participated in the week before, hosted by Austin, Chihuahua and Guadalajara.