Podcast Summary: The Story Behind SXSW – Reinvention, Leadership & the Power of Connection

Podcast: The Determined Society with Shawn French
Host: Shawn French
Guest: Greg Rosenblum (SVP of Programming, South by Southwest)
Air Date: December 1, 2025

Main Theme & Purpose

This compelling episode dives into the evolving story of South by Southwest (SXSW) through the eyes of Greg Rosenblum, SVP of Programming and a 15-year veteran of the organization. Host Shawn French explores themes of reinvention, the centrality of community, the personal growth that comes from adversity, and how major events create powerful moments of connection across industries. The conversation balances practical leadership insights with heartfelt personal narrative, illustrating what it takes to build and adapt a world-renowned cultural institution.

Key Discussion Points & Insights

1. The Evolution of SXSW: Reinvention and Scale

[01:56], [13:52], [15:53]

• SXSW consists of five main verticals: Music, Film & TV, Innovation, Comedy, and Education.
• The festival spans seven days, features thousands of artists across 50+ venues, and convenes diverse attendees from across industries.
• A significant new initiative: creation of a “crossover day,” bridging South By EDU programming into the main SXSW, fostering connection between previously separate communities.
  • Quote – Greg: “We’re building that bridge now just to make sure that there is a strong connection.” [01:56]

2. Personal Journey & Adversity: Greg’s Story

[04:03], [05:58]

• Greg shares his origin story entering SXSW, driven by a passion for both education and community.
• Early struggle with dyslexia, and how using Ray Kurzweil’s assistive technology influenced not just his educational path but also his professional ethos.
• The personal-to-professional “through line”: adversity led to empathy and a focus on building supportive communities, especially in education.
  • Quote – Greg: “...it gave me a deep appreciation for the importance of support for students along that learning journey.” [05:58]

3. The Power of Serendipity and Purpose

[10:53], [12:53]

• Discussion around meaningful, unexpected connections—how early experiences with technology and education later came full circle at SXSW.
• Building SXSW EDU from scratch: from hundreds to thousands of attendees, anchored in mission and community need.
  • Quote – Greg: “We had to create this convergence of community that South by Southwest is known for, but in a new vertical.” [12:53]

4. Leading Through Change: The Convention Center Challenge

[15:53], [18:33], [20:00]

• SXSW faces a foundational challenge: their long-time “home base” (the Austin Convention Center) is being torn down and rebuilt.
• Leadership’s response: see the setback as an opportunity to “reimagine the face of the festival” and embed the experience even deeper within Austin, creating dedicated “clubhouses” and organizing content by neighborhood-industry verticals.
  • Quote – Greg: “We dialed back early on and said... how should someone interact with our experience? What does it mean to be at South by Southwest in Austin?” [18:33]
  • Quote – Shawn: “What you chose to do as a team is focus on a C word, and that’s called community.” [21:27]

5. The Undercurrent of Community

[21:27], [22:39], [24:19], [27:44]

• Community remains the driving force behind SXSW’s adaptability and continued success, both in its programming and audience engagement models.
• The event fosters “mini-communities” across fields (music, film, innovation, etc.) and prioritizes multifaceted networking: formal sessions, mentor roundtables, organic meetups.
• Importance of diversity: SXSW’s cross-industry environment is intentionally designed to spark unexpected interactions and expand perspectives.
  • Quote – Greg: “Community is essential to what we all do in any facet... The experience of going through the pandemic and not being able to be connected... really hammered home the importance of being in community.” [22:39]

6. Networking, Intention, and Personal Growth

[25:16], [26:52], [27:44]

• Discussion on leveraging events for personal and professional growth—networking “done right” is the real “cheat code.”
• Shawn advocates for approaching events with curiosity and service to others: “If you go to events and you work the event the right way and you have intention behind there, you can grow...” [25:16]
• Greg describes how SXSW ensures multi-layered access points for engagement, against the “stale” template of many conferences.

7. The Austin Effect

[29:17], [30:14], [30:57]

• City and festival growth are intertwined: SXSW as both a mirror and engine of Austin’s creative energy.
• SXSW now expanding globally (e.g., London, Sydney), but its DNA is closely tied to Austin’s local scene and businesses.

8. Personal Life: Balance and Purpose Outside of Work

[32:19], [33:58], [34:19]

• Greg opens up about family (“priority number one”) and his work in long-term youth mentorship through the Explore Austin program.
• Outdoor adventure and mentorship—parallels to his professional ethos of community support.
• Both Shawn and Greg reflect on the joys and challenges of parenthood.

9. Physical Discipline, Creativity, and Mental Well-Being

[35:50], [36:45], [37:33]

• Both host and guest discuss how physical practices (running, weightlifting) serve as tools for accountability, stress relief, and creative breakthroughs.
• The importance of routine, accepting incremental progress, and how these disciplines impact every area of life—career, partnership, and parenthood.
  • Quote – Greg: “The mentality you build with that experience kind of connects all the dots.” [40:06]

10. Defining Determination

[44:48]

• Rosenblum’s philosophy:
  • Quote – “To me, determination is a lot of what we talked about—showing up every day. It’s being present. It’s continuing to commit yourself to the process and practice... and focusing your energy on that.” [44:48]

Notable Quotes & Memorable Moments

• On Adversity and Growth:

  • Greg: “Sometimes it takes kids a while to come out of their shell and really kind of engage... through both activity and long-term mentorship, there was this opportunity to really support, unlock and grow together.” [33:58]

• On Reinvention:

  • Shawn: “What you chose to do as a team is focus on a C word, and that’s called community... When we struggle in life, it’s usually because we’re making it about ourselves... But then when you take yourself out of the equation and say, ‘What does the community want?... How can I serve them?’ We are here to serve.” [21:27]

• On Creativity and Routine:

  • Greg: “The blank brain creates that opening to actually just kind of let your mind wander. Some of the best sort of ways to evolve thinking.” [35:50]
  • Shawn: “True discipline means doing what you said you were going to do long after the emotion wears off.” [39:32]

• On the Essence of SXSW and Austin:

  • Greg: “The story of South By is also sort of mirrors the story of Austin, Texas and how both the city and the festival have grown over time.” [29:17]

Timestamps of Important Segments

| Timestamp | Segment/Topic | |-----------|----------------------------------------------------------------------------------------| | 01:56 | Overview of SXSW verticals and new “crossover day” between EDU and main event | | 05:58 | Greg’s personal journey – dyslexia, education, and empathy for learners | | 10:53 | Impact of assistive technology and full-circle moments at SXSW | | 13:52 | Transition from EDU to full programming; scaling up the festival | | 15:53 | Adapting to the loss of the convention center – leading through change | | 18:33 | The team’s community-first approach to festival reinvention | | 21:27 | The centrality of community to problem-solving and event culture | | 25:16 | Networking, intention, and the secret to real growth at events | | 27:44 | Creating cross-discipline experiences and organic connections | | 29:17 | The intertwined growth of SXSW and Austin | | 32:19 | Personal side: fatherhood, mentorship, and life outside work | | 35:50 | Exercise, self-talk, and unlocking creativity | | 40:06 | How discipline and adversity shape career, partnership, and parenting | | 44:48 | Greg defines “determination” |

Tone & Language

The episode is warm and candid, blending humor, introspection, and wisdom. Both host and guest speak with enthusiasm for service and authenticity, creating a sense of intimacy and actionable inspiration. Community-mindedness is ever-present, and the conversation is rich in relatable reflections and practical advice for both personal growth and leadership in complex organizations.

Summary Takeaway

This episode is a deep dive into the mechanics and meaning behind one of the world’s most prominent cultural events. Through Greg Rosenblum’s story, listeners gain insight into why SXSW continues to thrive even in the face of daunting change: a relentless focus on community, a willingness to see adversity as an opportunity, and the belief that genuine connection—across disciplines, backgrounds, and moments of challenge—fuels both individual and collective growth.

If you’re curious about event leadership, personal transformation, or the power of community in culture and business, this episode delivers both strategic insight and heartfelt inspiration.