The Event Profs Behind SXSW on What to Expect This Year

GatherGeeks by BizBash: The Event Industry Podcast

Host: David Adler Guests: Hugh Forrest, Cindy Lo

In this episode of GatherGeeks, BizBash chairman and founder David Adler sits down with two key event profs behind South by Southwest (SXSW), the buzzy annual festival in Austin that attracts emerging talent, iconic performances, and groundbreaking ideas in the realms of music, TV/film, tech, and culture. We first hear from Hugh Forrest, SXSW’s co-president and chief programming officer, who delves into the festival’s 30-plus-year history, how it’s evolved and thrived in those decades, why AI will be a big topic this year, and what else he’s most looking forward to at the 2023 festival. Cindy Lo, CEO of full-service events agency RED VELVET, then joins the pod. She’s been producing brand events and activations for years with SXSW, and here she discusses what both planners and attendees want most out of these experiences, how brands are measuring ROI, and how the fest is attracting younger generations. This is a preview episode you won’t want to miss.