Dev Sherlock
Director of Music at South by Southwest overseeing festival and conference music programming and artist relations, involved in lineup building and international artist logistics.
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Mar 4, 2026 • 59min
How SXSW Works For Music
Dev Sherlock, Director of Music at SXSW who builds lineups and handles artist logistics, and Brian Hobbs, VP of Music with a decade-plus shaping programming and hip hop/R&B bookings, explain how SXSW works. They cover this year’s big structural changes, the value of overlap with film and tech, how live showcases drive discovery and business, official vs unofficial showcases, booking routes, and smart networking strategies.
