Tech companies took notice of HBCU@SXSW and began to support the initiative with sponsorship. First was Booz Allen Hamilton, then Google, Microsoft, Mailchimp, Snapchat, and Apple. Over 30 companies currently support the program. At an estimated cost of $3,000 per student, HBCUxSXSW aims to continue to expand its program to reach its goal of having 500 students attend the annual event.

“Diversity grows out of the soil of inclusion,” said Cheryl Wade, Head of Diversity & Inclusion at Booz Allen Hamilton, “It starts with making the hires and finding the talent, but there is work to be done on the side of the companies and organizations to be sure they’re building a culture where it creates an environment that people can stick, stay, and thrive.”

What makes HBCU@SXSW stand out has been its approach of connecting students to the companies. Instead of hosting recruiters to make their pitches to students in a job fair-like environment, students often lead the charge, asking tough questions about navigating company culture, cultivating friendships with their business-owning peers and building relationships between scheduled events with potential mentors. Nothing sums up the #DiversifySXSW dynamic better than hearing the inspiring words of entrprenuer Janice Bryant Howroyd seep outside the ballroom at 9am only to have them replaced with F.L.Y.’s “Swag Surfin’” during another presentation at noon.

When asked what she would ask her freshman self, Cowling didn’t hesitate, “If I was to meet the old me, I would tell myself to take every single opportunity.”

Her father has passed away, making her pending graduation all the more bittersweet.

“My dad, I know he’ll be proud of me,” she said with a smile.