If you happened to join Billboard at our SXSW programming, there’s a strong chance that you encountered the charisma and star-power that is Nyla XO. Fresh off winning Samsung NXT 2.0 – a nationwide competition to discover the next unsigned music superstar – the LA-born, Chicago-based singer/songwriter was fulfilling yet another role, moonlighting as Billboard’s special on-site guest, as well as a Billboard News Anchor during a fun week of festivities, panels, and more at the music festival.

As our host and resident Billboard social media expert, Nyla XO, real name Nyla Hammond, took us across the city of Austin as we witnessed jaw-dropping performances from some of Latin music’s reggaetón titans, interactive pop-ups, and more, all while capturing the action on her Samsung Galaxy S23 Ultra.

On Friday, we shadowed Nyla to the Samsung Galaxy-sponsored Present Night at Billboard’s The Stage at the Moody Amphitheater at Waterloo Park, where Colombian megastar Feid and Boricua trap hitmaker Eladio Carrión performed for what was one of SXSW 2023’s most hotly anticipated bookings. Nyla was front and center, capturing BTS footage and palling around with Billboard’s own Tetris Kelly.

Later that weekend, Nyla took Billboard to two Samsung-produced pop-ups: one, entitled the Galaxy Lounge, where busy festival attendees were able to stop by, reset, and snap low-light selfies using the new S23 Ultra; and the second, entitled Down to Earth, where audiences could capture pictures in front of a gorgeous and lush backdrop of greenery and oversized flowers. Of course, Nyla had to snap a video and a few crucial shots with her S23 Ultra.

Finally, Nyla capped off her weekend trip to Dallas to witness the second iteration of the Samsung Galaxy Creator Collective. The event aimed to serve as an inviting and inclusive learning environment where creators both new and more established could learn trade secrets and tips from some of the best in the business to further grow their followings across all social media platforms. Featuring music making demonstrations, keynote speeches, panel discussions, and live performances, this year’s Samsung Galaxy Creator Collective put audio at the forefront showcasing how creators could best utilize music to elevate their offerings.

Catch up on everything Nyla XO below and make sure to check out Nyla’s first ever Billboard cover story today.