This "inbound trade mission" called Counterwave is organized by Brabant C and the investment fund for Culture, together with Creative Holland, Westergasfabriek, Municipality of Eindhoven, Hightech XL, Eindhoven 365, BOM, Brainport Development and The Living Museum.
New Dutch Wave is held every year at SXSW in Austin, Texas. In 2016 they were convinced that the Dutch initiatives during the festival - with music, film and digital - should be bundled together in order to make a real impact. Every year New Dutch Wave has about fifty participants.
The Counterwave is a logical development to strengthen the ties between SXSW, the city of Austin and the US with our country and creative industries, the organizers say.
Mayor of Eindhoven John Jorritsma visited Austin earlier this year to strengthen the ties between Austin and Eindhoven around the topics of smart cities, smart mobility, and renewable energy. The cities also hope to give Dutch Design Week and SXSW a permanent place at each other's festivals.
SXSW will be held next year from 8 to 17 March 2019. For SXSW19 speakers such as Wyclef Jean, Joseph Lubin, Zoe Saldana, Maria Shriver and Jeff Zucker have been announced.
Read more about the Counterwave here.