Hugh Forrest has been promoted to president of South by Southwest, where he will continue to oversee programming and assume full leadership of an organization he’s worked at for 36 years. Previously co-president and chief programming officer, Forrest takes on this new role as Jann Baskett, the current co-president and chief brand officer, prepares to step down on Dec. 31. Baskett will transition into an advisory and project-based role.
As president, Forrest will focus on driving business growth and work closely with the board of directors, which includes co-founder Roland Swenson, Jay Penske (CEO of Penske Media, SXSW’s largest shareholder), and Amy Webb (CEO of the Future Today Institute). Forrest expressed his enthusiasm for leading SXSW into its next phase, emphasizing “the experience of connection, inspiration and discovery that we provide for so many different industries each March” and its role in fostering community globally.
Founded in 1987 by Swenson, Nick Barbaro, Louis Black and Louis Jay Meyers, SXSW has evolved into a globally renowned event in Austin. Swenson, who led SXSW for 36 years, became executive chairman in 2022. Over the past two years, Forrest and Baskett successfully navigated SXSW’s post-COVID recovery, including expanding the festival to Sydney and London.
Baskett reflected on her time leading SXSW, sharing pride in her contributions alongside Forrest and the team. She praised the event’s mission of supporting creative individuals — “Never has that purpose been more necessary” — and expressed excitement about her ongoing involvement as an advisor. “SXSW continues to be a beacon of light for artists and change makers,” she said.
“I want to extend my gratitude to Jann Baskett for her leadership, commitment, and creative vision as Co-President of SXSW over the past few years,” said Jay Penske. “Her contributions have been key in evolving the festival. Looking ahead, we are confident that Hugh Forrest will continue SXSW’s long tradition of supporting innovators and artists, expanding our global footprint, and building upon the incredible foundation of the world’s premier gathering of creative minds.”
The Executive Leadership Team supporting Forrest includes co-founders Swenson and Barbaro, as well as chief culture & people officer Autumn Amescua, chief technology officer Justin Bankston, chief logistics officer Michele Flores, chiefpartnerships officer Peter Lewis, chief financial officer Leanna Rossman, general counsel Stevie Fitzgerald and executive vice president Darin Klein
Note: Billboard’s parent company PMC is the largest shareholder of SXSW and its brands are official media partners of SXSW.