Vic Mensa made waves in 2013 on the strength of his dynamic debut mixtape, INNANETAPE, before signing to Roc Nation’s record label just two years later. Yet he closed the decade with an album from his pop-punk band 93PUNX, much to the chagrin of longtime fans clamoring for the days of “Orange Soda.” Sharp lyricism, political activism, and an individualistic mindset have been through lines for the Chicago native, currently enjoying a second wind as an independent artist. He’s reinvented himself several times over: as a musician, a viral social media creator, and an actor.
Ahead of SXSW, the 32-year-old spoke to the Chronicle about music’s transcendent power, why he’d prefer to “experiment and miss” than not try at all, and why he’s speaking and curating a music showcase at the festival.
Austin Chronicle: In your opinion, why is music able to shape other forms of entertainment and beyond?
Vic Mensa: Music is the most immediate form of storytelling we have. Music bypasses logic and goes straight to emotion. Even if the lyrics are in another language, you feel the frequency. That emotional access is what allows it to transcend. In film, music adds narrative weight. Shows use music to define tone. A song can spark a music video or a screenplay. An album can feel cinematic. Movements have anthems. Revolutions have soundtracks. Music doesn’t just accompany culture, it informs it. It’s vibration, memory, and soul. That’s why music crosses into everything.
AC: What compelled you to speak at this year’s SXSW?
VM: From early on, SXSW has been part of my journey. I’ve performed, networked, and built real relationships there. Coming back to curate a showcase of emerging musicians and speak feels like a full-circle moment. When I think about my creative evolution, it only felt right to have a musical moment and a conversational one. From my music videos to new short film Halfrican and social content, [overlaps] are really central to my work. And I think these intersections are really relevant to so many creatives right now who also don’t stay in one lane.
AC: You’re an artist who has undergone multiple shifts sonically – some of which you were greatly criticized for – while balancing creative output in different mediums. Can you expound on the importance of taking risks as a creative, especially when some detractors may label those pivots as an identity crisis of sorts?
VM: If you’re not evolving, you’re dying creatively. I’ve never been interested in staying in one box just to make other people comfortable. Growth requires risk. Reinvention takes courage and sometimes the people who discovered you in one chapter struggle to evolve with you into the next. I’m not here to take the safe road – I’m here to expand. I’ve seen firsthand how if you put a musician in the studio with a film writer and a comedian, [they] only add depth. I refuse to close doors for myself because someone else might not understand it. The only real failure would be shrinking myself out of fear. I’d rather experiment and miss than be stagnant. Every pivot I’ve made has been rooted in curiosity and truth. I’m not a monolith and never have been.
AC: What do you hope people will take away from your speaker session at SXSW?
VM: Permission to expand. The future belongs to people who can build across barriers while standing in their purpose.
AC: Your Orange Tree series has really taken off on social media and you’re now penning a newsletter, too. What inspired you to further share your perspective in that manner rather than just continuing to primarily speak on social issues via your music?
VM: Music is one language I speak, writing is another. Fashion, fine art, and food are all forms of expression. I always knew migrating the conversations I was already having in my daily life onto digital platforms would resonate. Part of telling your story is being sure it reaches people. Sometimes that means telling it over a beat, [but] some thoughts need more space than a verse. Some will watch a Reel before they read a book while others will do the opposite. When my Reels started taking off, I got a lot of criticism for allegedly trying to be an influencer. Some were more focused on a job title – I was focused on the message. If connection is the goal, the medium becomes less important.
AC: In addition to social issues, you’ve also been open about mental health. Two lyrics come to mind: “25, running out of time again, 27 club, how can I get in?” from “Dark Things” and your powerful verse on “Ble$$ings.” How do you think your perspective on life has evolved over the years and how has that evolution put you in a position to become more of a guide for both your contemporaries and the next generation?
VM: My relationship with time has changed. Fatherhood changed me, faith grounded me, and gratitude replaced chasing. “Ble$$ings” reflects that evolution – recognizing that survival itself is grace. When I wrote “Dark Things,” I was wrestling with internal and external pressure. Success came fast when I was younger, as did expectations. There was a period where intensity gave me this high that I now get from purpose, peace, and gratitude. Growth forced me to confront my own shadows. I always say vulnerability is my superpower. Showing people my wins, losses, and trial and error shows my evolution over time. Sometimes that’s talking about therapy, sobriety, or meditation. Depends on what I’m living with at the time. What I hope that means is people [will] give themselves permission to evolve on their own terms, too. It’s less about a destination and more about being true to yourself.
AC: Why did you decide to host your own music showcase at the festival and what are some things we can expect at the showcase?
VM: I have an excitement when it comes to emerging artists. Every day people tell me how much they love INNANETAPE. [When] I think back to that body of work, who I was at that time, and how my community has held me down, I want other artists to have those same experiences. Over the past year I started doing streams with artists where I’d give them a free feature or feedback on their music. An in-person showcase felt like a natural progression to move offline and give people a real-life platform. Like all of my work, the vibes will cross genres. The way we find music has changed dramatically, so expect discovery, range, community, and some surprises.
AC: You mentioned in a social post that SXSW is where you met your first attorney and manager. In your opinion, why does SXSW still hold value for upstart artists?
VM: Access and proximity still matter. I was young and hungry when I first came to SXSW. The relationships I built there changed the trajectory of my career. Viral moments weren’t a thing then – it was about real human connection. Social media has democratized a lot, but real life relationships are still what moves the needle.
AC: Do you have a favorite SXSW memory?
VM: Back in the day the whole [SAVEMONEY] crew would come down with me and we’d freestyle, share laughs, and just hang out. Had interviews with Sway [Calloway] from Sway in the Morning here. A lot of fond memories.
Beyond the Track: Storytelling Across Music, Film, & New Visual Frontiers With Vic Mensa
Fireside Chat, Music Track
Friday 13, 11:30am, Downright Austin
This article appears in SXSW 2026 Festival Guide.