In this episode, he takes us behind the scenes of SXSW’s evolution, recounting its early days in the 1980s when Austin’s club owners took a chance on a fledgling festival during spring break—a decision that would shape the city’s global reputation. He discusses SXSW’s transformation from a music-focused event into a multidisciplinary hub for film, interactive media, health tech, and transportation. Addressing concerns that the festival has become too corporate, he argues that while SXSW has grown, its core mission of celebrating creativity and community remains unchanged. Throughout the conversation, Hugh also shares his personal journey, reflecting on how his deep ties to Austin have influenced his leadership and vision for one of the world’s most influential cultural events.
Hugh Forrest is the President and Chief Programming Officer of South by Southwest (SXSW), one of the world’s leading festivals celebrating music, film, technology, and innovation. A native of Austin, Texas, he has played a pivotal role in shaping the city’s creative and entrepreneurial identity. Joining SXSW in its early days, he leveraged his background in publishing and technology to help grow the festival into an internationally recognized event. Under his leadership, SXSW has expanded beyond music to include industry verticals such as health tech, transportation, and artificial intelligence, all while staying true to its mission of fostering creativity and connection.
His contributions to Austin’s cultural and business landscape have earned him numerous accolades, including being named Austinite of the Year and receiving the Diversity Champion of the Year award. Passionate about collaboration and innovation, Hugh remains committed to the power of in-person interactions, emphasizing their importance in an increasingly digital world.
In this episode, he takes us behind the scenes of SXSW’s evolution, recounting its early days in the 1980s when Austin’s club owners took a chance on a fledgling festival during spring break—a decision that would shape the city’s global reputation. He discusses SXSW’s transformation from a music-focused event into a multidisciplinary hub for film, interactive media, health tech, and transportation. Addressing concerns that the festival has become too corporate, he argues that while SXSW has grown, its core mission of celebrating creativity and community remains unchanged. Throughout the conversation, Hugh also shares his personal journey, reflecting on how his deep ties to Austin have influenced his leadership and vision for one of the world’s most influential cultural events.
Connect with Hugh Forrest:
Let’s talk Connect:
This podcast is produced by Ginni Media.