Pause/Play The Future of Music at SXSW
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Aug 12, 2025 Brian Hobbs, the VP of Music at South by Southwest, shares his insights on the evolving landscape of the iconic festival. He discusses the recent changes, including the festival's new 7-day format and the upcoming renovations to the convention center. Hobbs reveals the challenges of evaluating over 10,000 artist applications and the optimism surrounding the shift to more intimate downtown venues. He emphasizes the importance of connections made during the festival and envisions a vibrant future filled with new talent and innovative experiences.
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Life-Changing First SXSW Night
- Brian Hobbs remembers seeing Raekwon at a hip hop showcase and feeling like he was in the right place.
- That early SXSW night convinced him music was his calling and pulled him into the scene.
Pandemic Shift Toward Digital Marketing
- The pandemic shifted corporate marketing from big live activations toward digital and influencer spending.
- Hobbs sees a slow return to experiential events as companies seek memorable in-person moments again.
Condensed Festival Unlocks Cross-Pollination
- Condensing SXSW from 10 to 7 days runs all verticals concurrently and actually expands music programming.
- Hobbs argues this exposes tech and innovation attendees to music, strengthening the festival's core discovery purpose.