SXSW, Creativity and Connection: How Real-World Experiences Shape Austin

Few people have shaped Austin’s rise like Hugh Forrest.

As the first paid employee of South by Southwest, Forrest joined in 1989 when Austin was still a college town and SXSW was a scrappy music festival fueled by creativity, risk-taking and a handful of local venues. Over the next three decades, he helped transform SXSW into a global powerhouse spanning music, film, technology and culture, helping put Austin on the world stage.

In this episode of the Changing Austin podcast, powered by Amplify Credit Union, Chief Experience Officer Stacy Armijo sits down with Forrest to unpack SXSW’s evolution, Austin’s creative identity and what’s next for one of America’s fastest-growing cities.

From the city’s signature approachability to the urgent need to preserve space for artists, entrepreneurs and innovators, Forrest shares a clear perspective on what made Austin special and what must be protected as it continues to grow.