SxSW CPO Hugh Forrest Shares Key Advice

South by SouthWest is one the largest and most popular music fest around. As the festival grew over the years, SxSW began to add other components like film, comedy, and interactive. Hugh Forrest is the Chief Programming Officer of SXSW. He’s also the Director at South by SouthWest (SXSW) Interactive Festival. The interactive department of the SXSW is responsible for the conference and networking portion of the festival.

During our interview, Mr. Forrest revealed how he got started in the industry, his negotiation experience, and other advice needed to be successful in the entertainment industry.

<< Would you mind telling me a little bit about your background on how you got started in the entertainment industry and your experience thus far working in the industry? >> A.D. Lyons

I was an English Major in college. After graduating, I returned to Austin (where I had gone to high school) and started a monthly newspaper called the Austin Challenger. I got pulled into SXSW because I had a computer (for production work on the newspaper) and they didn't. Newspaper publishing is a lot different than managing a tech-related event. That said, the basic focus on Austin's creative culture is/was the same for both ventures.

>> Hugh Forrest

<< Within the entertainment industry, please tell me about any negotiation experience you've had. >> A.D. Lyons

Most of the negotiation experience I have is with convincing various thought leaders to speak at SXSW. Getting big names to come to Austin in March is definitely an easier sell than it was 10 or 15 years ago. That said, one still has to remember that rejection is part of the business. For every top level person who myself and my team are able to convince to speak at SXSW, there are probably 10-20 folks who say "thanks, but no thanks." So, just keep on knocking on doors until someone says "yes."

>> Hugh Forrest

<< Do you have any tips for succeeding in the entertainment industry? >> A.D. Lyons

The biggest points of advice I have are patience and persistence. Patience means that things don't happen overnight. In many cases, it takes years and years for you to achieve your goals. Persistence means that you keep pushing and pushing to achieve these goals -- even when they don't happen as quickly as you would like.

>> Hugh Forrest

After graduating from college as an english major, Hugh Forrest had no idea that 5 years later he’ll be CPO of one the biggest festivals in the world. He was patient and seized opportunities when they presented themselves. Mr. Forrest was also very persistent in getting speakers to come out to the interactive panels after being told “no” multiple times. Now, as Director of SxSW Interactive Festival, he is responsible for 22 tracks of programming. The keynotes, networking sessions, and panels cover a variety of topics.

It’s cool to go listen to your favorite artist or experience an indie film, but the most life changing part is the interactive festival. The information given during the conference and panels are priceless. If you really want to take your career seriously in the entertainment business, I highly recommend checking it out. You never know where it might lead you!