What’s the secret to programming an event that draws over 400,000 attendees every year and stays relevant across decades? Hugh Forrest, the Co-President and Chief Programming Officer of South by Southwest (SXSW), has been at the forefront of event innovation for over 35 years. Under his leadership, SXSW has evolved from a local music festival into a global platform for creativity, music, tech, film, and education, becoming one of the most influential gatherings of creatives and industry leaders across the globe.
Recognized as “Austinite of the Year” in 2012 and awarded a Key to the City of Austin in 2023, Hugh has been instrumental in shaping SXSW’s growth from a grassroots festival to a cultural and technological hub. His deep experience in programming and innovation offers valuable lessons for anyone looking to elevate their own event strategies. In this post, we dive into Hugh’s expert insights on how to keep your event programming fresh, relevant, and impactful.
Create Opportunities from Obstacles
When SXSW started in 1987, it was a small music festival in Austin, Texas, and its founders faced multiple rejections from local venues. Most venue owners were hesitant to take a risk on an unproven event, especially during the slow week of spring break. But instead of giving up, Hugh and his team saw this obstacle as an opportunity. By positioning the festival during a traditionally dead period for business, they turned it into one of the most successful weeks of the year for local clubs.
"Keep knocking on doors. You’re going to face rejection, but eventually, you’ll find people who believe in your vision and are willing to take a chance." — Hugh Forrest
This perseverance not only allowed SXSW to get off the ground but also helped it gain a foothold in Austin’s music scene. Over time, it evolved into a multi-disciplinary festival that brings businesses from across the world to Austin.
How to create opportunities from obstacles:
Look for low-traffic periods in your event calendar that could benefit from a creative injection of activity.
If venues or partners are hesitant, offer them a low-risk proposition during their off-peak times, showing how your event could benefit them.
Hugh used Austin’s existing music scene to kickstart SXSW. Look for unique features of your own community that you can incorporate into your event.
Embrace Technological Shifts and Trends
SXSW’s major turning point came in 2007 when Twitter had its breakout moment at the festival. The social media platform had been around for a short time but hadn’t yet gained significant traction. Recognizing the potential for social media to transform communication, SXSW gave Twitter a platform to showcase its technology to an engaged, tech-savvy audience. Twitter’s success at SXSW not only boosted the company’s growth but also solidified SXSW’s reputation as a launchpad for cutting-edge tech.
"We didn’t know Twitter would blow up as much as it did, but we had a sense that social media was the next big thing. Sometimes, being open to new ideas can lead to unexpected wins." — Hugh Forrest
This moment transformed SXSW from primarily a music festival into a tech hub, attracting startups and venture capitalists eager to discover “the next big thing.” The festival quickly became a hotspot for launching innovative products and ideas, from early social platforms like Foursquare to emerging technologies in virtual reality and AI.
Actionable Steps:
Keep an eye on up-and-coming platforms and technologies that align with your audience’s interests. Don’t be afraid to give new ideas a platform, even if they’re unproven.
In your event programming, leave a few slots open to feature emerging trends that may come up closer to your event date.
Just as SXSW invited Twitter, consider showcasing industry pioneers and giving them space to demonstrate new innovations at your event.
Engage Your Community in Event Programming
One of the key factors behind SXSW’s success is its ability to involve the community in content creation. In 2007, SXSW introduced the "panel picker" system, which allows the audience to propose and vote on session topics. This not only democratized the programming process but also ensured that the content reflected what the audience actually wanted to hear. The panel picker continues to be a cornerstone of SXSW’s programming, allowing for a diverse range of voices and ideas to be heard.
"The panel picker was a game changer for us. It gives the community a voice in shaping the event and keeps the content relevant to what people want to learn about." — Hugh Forrest
Hugh mentioned that the panel picker also helped SXSW expand into new verticals like film, education, and tech. It allowed creatives from various industries to propose content that aligned with their passions, making SXSW a festival for more than just music fans. Today, SXSW includes hundreds of sessions across multiple disciplines, all driven by community input.
Actionable Steps to engage your community in programming:
Create a system where your community can submit and vote on session ideas. This increases engagement and ensures that your programming resonates with attendees.
While community input is valuable, it’s important to maintain a balance. Use a panel of experts to evaluate the ideas and ensure that they meet the goals and quality standards of your event.
Just as SXSW expanded into new verticals, encourage submissions from different industries to keep your content diverse and innovative.
Stay True to Your Core Mission
Despite its evolution into a global event, SXSW has always remained true to its original mission—celebrating creativity. Whether it's through music, film, or tech, the festival has always been a platform for creative expression. Even as new trends emerge and the festival expands into different areas, creativity remains the guiding principle that ties everything together.
"Creativity is our North Star. Whether it's a musician, a filmmaker, or a tech innovator, we're focused on spotlighting human creativity in all its forms." — Hugh Forrest
Hugh noted that this core focus on creativity is what allows SXSW to stay relevant, even as the industries it covers change. From showcasing the next big band to providing a platform for thought leaders in AI, SXSW’s commitment to creativity has allowed it to remain a cultural and technological hub.
Important steps to follow are:
Identify the core value or mission of your event and use it as a guiding principle for all programming decisions.
As you expand your event into new areas or adopt new technologies, ensure that all content still aligns with your core mission.
Every session, speaker, and partner should reflect the values you want your event to convey.
Adapt to Audience and Stakeholder Needs
In addition to being community-driven, SXSW is also data-driven. After each event, Hugh and his team gather feedback from attendees, speakers, and stakeholders to assess what worked and what didn’t. This constant loop of feedback allows SXSW to adapt its programming to better meet the needs of its diverse audience.
"We’re always listening. Feedback is invaluable, and we use it to continually improve and refine the event experience." — Hugh Forrest
SXSW also pays close attention to metrics like media coverage, social media mentions, and attendee surveys to measure the success of its programming. This data informs future decisions, helping the team make necessary adjustments and ensure that the event continues to provide value to its stakeholders.
Actionable Steps:
After your event, collect feedback from attendees, speakers, and partners. Use surveys, interviews, and social media listening tools to understand what worked and what didn’t.
Look at media coverage, social media engagement, and other metrics to gauge the impact of your event. Use this data to refine your programming for future events.
Be prepared to make changes based on feedback. Whether it’s adjusting the format, improving logistics, or featuring new types of content, staying adaptable is key to keeping your event relevant.
SXSW’s evolution from a local music festival to a global event for creativity and innovation is a testament to Hugh Forrest’s visionary leadership. His insights offer a roadmap for event professionals looking to keep their programming fresh, relevant, and impactful. By turning obstacles into opportunities, embracing technological shifts, involving the community in content creation, and staying true to a core mission, you can create events that resonate with audiences and stakeholders alike.
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