Starting From Square One with Hugh Forrest at SXSW

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Session Overview

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Inside SXSW: Hugh Forrest on Creativity, Serendipity, and Future Plans

In this engaging episode, Hugh Forrest, Chief Programming Officer of South by Southwest (SXSW), joins host Bryan Funk to discuss the evolution and future of the renowned festival. Hugh reveals the mission and purpose of SXSW, emphasizing its focus on creativity across various industries such as music, film, technology, politics, and more. He delves into the significance of serendipity and face-to-face interactions at events, the challenges of decentralizing SXSW due to the upcoming reconstruction of the Austin Convention Center, and how they plan to maintain the event's legendary spirit. The conversation also covers the expansion of SXSW to London and Sydney, security measures in light of recent events, and the ongoing efforts to create meaningful connections and memorable experiences for attendees. Join us to explore how SXSW continues to foster creativity and adapt to new challenges while looking ahead to the future.

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-00:00 Introduction and Welcome

-00:45 Mission and Purpose of South by Southwest

-02:52 Fostering Creativity in the Age of AI

0-5:18 The Magic of Serendipity at Events

-11:15 Navigating Venue Changes and Future Plans

-24:38 Balancing Content and Experience

-26:41 Expanding South by Southwest Internationally

-30:54 Future of South by Southwest and Content Strategy

-37:12 Speaker Selection and Event Preparation

-43:59 Safety and Security Measures

-46:38 Final Preparations and Closing Remarks

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Session Transcript

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Bryan Funk [00:00:00]

Welcome, Hugh. Thanks so much for joining us.

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Hugh Forrest [00:00:05]

Hey Bryan, happy Thursday. Greetings from beautiful Austin, Texas. I’m excited to be on the show, talk to your community, and hopefully learn from what they’re doing better than us.

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Bryan Funk [00:00:15]

Love it. Hugh, to set the stage, there are two areas I’d love for you to dive into. First, can you introduce everyone to the mission and purpose of South by Southwest?

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Hugh Forrest [00:00:25]

Absolutely. South by Southwest is a 10-day celebration, festival, and conference focused on creativity in all its forms. We started in 1987 as a music-focused event. By 1994, we added film and technology content. Flash forward 30 years, we now cover everything from music, film, and tech to politics, food, fashion, sports, and design.

Our mission is simple: South by Southwest helps creative people achieve their goals. Creativity is in our DNA, and being based in a vibrant, creative city like Austin certainly helps. As we immerse ourselves in AI and other technologies, the importance of human creativity is more significant than ever. Creativity has propelled us forward and will continue to guide us.

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Bryan Funk [00:01:30]

Your mission uniquely meets the current moment. How are you fostering creativity through your programming, especially in the age of AI?

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Hugh Forrest [00:01:45]

AI is an amazing tool, but the most powerful “technology” remains face-to-face interactions. Conferences, conventions, and festivals bring people together to connect authentically—something technology can’t replicate. At South by Southwest, we’re constantly reminded that human connection is where creativity flourishes. We focus on creating opportunities for serendipitous interactions, which often lead to new jobs, friendships, and partnerships.

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Bryan Funk [00:02:45]

You mentioned serendipity earlier. Can you expand on that ethos and share any memorable serendipitous moments from South by Southwest?

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Hugh Forrest [00:03:00]

Serendipity is one of the biggest values of South by Southwest. It happens everywhere: in networking rooms, at panel discussions, or even in line at a restroom. One of my favorite stories involves Twitter’s 2007 launch. I met Jason Goldman, an early Twitter employee, who later became the digital director at the White House. In 2015, he reached out, saying, “My boss wants to be involved in South by Southwest 2016.” That boss was Barack Obama. This connection led to both Barack and Michelle Obama speaking at our event and a collaboration with the White House on South by South Lawn. It’s a great example of how small connections can lead to incredible outcomes.

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Bryan Funk [00:05:00]

That’s amazing. Let’s shift gears. You’re facing a big logistical change with the upcoming demolition and reconstruction of the Austin Convention Center. What challenges and opportunities does this create?

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Hugh Forrest [00:05:30]

Yes, our March 2025 event will be the last in the current convention center before it’s demolished and rebuilt. For three years, we’ll operate without a central hub. We’re moving to a decentralized model, using downtown hotels for trade shows and programming. This shift presents challenges, like transportation logistics, but also opportunities to reinvent ourselves.

We’ve always embraced reinvention. Each year, we tear down what we did and rebuild it better. This will be reinvention on a larger scale. While we’ll miss having a central hub, decentralization might foster more intimate connections within smaller communities while still maintaining the magic of cross-industry collaboration.

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Bryan Funk [00:07:30]

With decentralization, how do you ensure diverse communities still connect and collaborate?

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Hugh Forrest [00:07:45]

That’s a challenge we’re tackling. One idea we’ve toyed with is mixing topics within venues instead of segregating them. For example, instead of hosting all food content in one space and all sports content in another, we’d mix topics to encourage cross-industry interaction. While logistically complex, it aligns with our goal of fostering serendipitous connections.

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Bryan Funk [00:09:00]

Looking ahead, what improvements are you considering for future decentralized events?

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Hugh Forrest [00:09:15]

One silver lining is creating smaller, more digestible spaces within a larger event. This makes networking easier and more impactful. For 2026-2028, we’re rethinking how we deliver content, transport attendees, and maintain the event’s energy. We’re also excited about the new convention center’s features, like state-of-the-art AV and more attendee-friendly architecture.

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Bryan Funk [00:11:00]

What’s South by Southwest’s content strategy for maintaining year-round relevance?

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Hugh Forrest [00:11:15]

We need to do better at leveraging our incredible content year-round. While our events are the core, creating digestible, shareable, and engaging content for audiences who can’t attend is essential. This is a long-term goal that we’re gradually working toward.

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Bryan Funk [00:12:30]

How does South by Southwest adapt its content strategy to reflect its host cities, like London or Sydney?

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Hugh Forrest [00:12:45]

Our international events lean into the unique creative strengths of each city. In London, we’re focusing on art, style, and fashion. In Sydney, there’s a strong emphasis on the gaming industry. The key is celebrating what makes each city special while maintaining the South by Southwest ethos.

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Bryan Funk [00:14:00]

What’s your process for selecting speakers and topics?

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Hugh Forrest [00:14:15]

Our “Panel Picker” system invites community members to submit proposals. This process starts early to build buzz and ensures we get high-quality, detail-oriented speakers. While most of our content is locked in advance, we leave room for last-minute cultural moments or opportunities—like adding Michelle Obama as a speaker weeks before the event.

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Bryan Funk [00:16:00]

How does South by Southwest prioritize safety and security?

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Hugh Forrest [00:16:15]

Safety is our top priority. We work closely with local and federal authorities to prepare for worst-case scenarios. After a tragic incident in 2014, we implemented more aggressive safety measures, including barriers and enhanced monitoring. With decentralization, we’ll adapt our safety protocols to ensure a secure experience for everyone.

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Bryan Funk [00:18:00]

As we approach South by Southwest 2025, what are you focusing on?

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Hugh Forrest [00:18:15]

Details, details, details. Over-communicating internally and externally is crucial. As event organizers, we set the tone. If we’re energetic and positive, attendees will mirror that energy. Things will go wrong, but how we respond matters. Listening to attendees and solving issues quickly is key to creating a great experience.

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Bryan Funk [00:20:00]

Hugh, thank you for sharing your insights. Best of luck with South by Southwest 2025 and beyond.

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Hugh Forrest [00:20:15]

Thank you, Bryan. It’s been a pleasure. I hope this conversation provided value to your audience. If anyone has ideas or questions, feel free to reach out to me at hugh@sxsw.com. See you in Austin!

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