The Convention Center Where It Happens: SXSW is Your Professional Launchpad - A Conversation With Hugh Forrest
- Rachel Huss
- 12 hours ago
- 4 min read
In the Lone Star State, individualism is everyone's North Star. That stardust? It's made from the human capacity for creativity. It's what gives Texas its magnetic pull. It embodies the meritocratic American dream: if you have an idea, a voice, a vision, you can make something real. When people look to the stars, they know they must land in Texas.
Since 1987, Texas has entered a golden age. You might wonder: Who—or what—sparked this era? One event caused a seismic shift in how the world sees Texas: South by Southwest, or SXSW. It's where the ambitious and the idealistic converge—and where ideas go to get loud. It's where the podcast Call Her Daddy was born. It's also where politics, culture, and commerce intersect. In many ways, it's the Millennial and Gen Z version of Davos.
Every March, spring awakens early in Austin. Why should you take PTO to go? Do you want to be in the convention center where it happens? I spoke with Hugh Forrest, President and Chief Programming Officer, to learn why SXSW isn't just a conference—it's a launchpad.
SXSW President and Chief Programming Officer Hugh Forrest Interview
Why should someone attend SXSW, and what makes the festival unique compared to other global events?
South by Southwest is a great place to learn new things, be inspired, and make new connections that can lead to new opportunities. It's also a lot of fun. What makes it unique is that it brings together so many different kinds of creative people. It's not just filmmakers, musicians, startups, or entrepreneurs—it's food people, fashion people, design people, tech industry folks, and more.
Image courtesy of SXSW. Photo by Aaron Rogosin. This mix of creative people happens in a city that celebrates and cultivates creativity. Austin has excellent food, great recreation, and great weather in March, making it an ideal place for the event. South by Southwest has been a wonderful experience for many, and it's an opportunity to learn from experts in your industry and others.
Image courtesy of SXSW. Photo by Adam Kissick. This unique combination of people from diverse industries in a city that thrives on creativity makes South by Southwest stand out from other global events.
Image courtesy of SXSW. Photo by Amy E. Price. How has SXSW evolved since its inception, and what key changes have you observed in the event's scope and impact over the years?
In 1987, SXSW began as a solely music event. In 1994, the festival added its film and multimedia portion. 1994 was also the year that we started to experience transitions and pivots within our programming. These changes have been vital to our survival, evolution, and growth. If we had only focused on the music world, we would not be around 35 years later.
Image courtesy of SXSW. Photo by Andy Wenstrand. What hasn't changed throughout these transitions is our focus on human creativity. The power and importance of human creativity have always been our North Star. As long as we continue to center that focus, there will always be something at South by Southwest that people will enjoy attending and gain valuable insights and career-building opportunities.
Image courtesy of SXSW. Photo by Travis P. Ball. One of the most significant inflection points was in 2007 when a small micro-blogging site called Twitter was hard-launched at the South by Southwest. While Twitter had already been out for a few months prior, it used SXSW as its launch party. Twitter's presence changed the tide, moving the event from being primarily a music event with a strong tech section to more of a tech event with a strong music section.
Image courtesy of SXSW. Photo by Aaron Rogosin. More recently, in 2022, we premiered the film Everything Everywhere All at Once on our opening night. The following year, it swept the Academy Awards. That was a significant moment.
Image courtesy of SXSW. Photo by Rich Furry. In 2016, Barack Obama spoke at SXSW, and recently, Michelle Obama raised the event's profile significantly. These events have marked pivots and evolutions; sometimes, you don't quite know their significance until a couple of years later. Who knows what will happen at the 2025 event that we'll reflect on and say, "That was big."
Video courtesy of SXSW. Most of SXSW is devoted to up-and-coming talent—singers, bands, startups, and filmmakers you haven't heard of before. In a few years, these people may have reached the mainstream. We augment that with some big-name talent, which has always been a formula for success. This mix of established and emerging talent makes the event intriguing and impactful.
Image courtesy of SXSW. Photo by Amy E. Price. What is your guiding philosophy for curating SXSW's programming, and how do you balance innovation with tradition?
Our guiding philosophy for curating SXSW's programming is centered around passion. The programmers here always seek content that excites them and creates enthusiasm. Sometimes, that excitement translates to big crowds at SXSW and beyond; sometimes, it doesn't. There have been panels, artists, and films that would be the next big thing, but they didn't quite make the impact we anticipated. However, we've also been fortunate to showcase a few that ended up being the next big thing.
Image courtesy of SXSW. Photo by Gilbert Flores. There's no specific formula for this. When deciding what should be added, we take careful strategic positions that align with our vision. This approach resonates with our audience and community, leading to impactful experiences.
Image courtesy of SXSW. Photo by Samantha Burkadt. What role does SXSW play in discovering and supporting emerging artists and innovators, and how does the festival help amplify their voices to a global audience?
SXSW's goal is to discover and support emerging talent. We provide emerging artists and innovators with a platform to showcase their work. These participants can connect with a global audience at the conference through thought leaders, influencers, and media. Austin allows them to amplify their voices and share their creativity on a much larger scale.
Image courtesy of SXSW. Photo by Adam Kissick. The exposure at SXSW opens new opportunities for everyone, from entrepreneurs and performers to filmmakers and musicians. Our social media strategy also helps these creators build momentum before the event, ensuring their work reaches the right audience when it matters most.
Image courtesy of SXSW. Photo by Tico Mendozza.
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