How a Printer Sparked Austin’s Cultural Revolution - Hugh Forrest
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This article is a must-read for festival lovers, booking agents, musicians, and anyone navigating a career in music. It’s a story of success in a field where triumph often feels elusive—a candid look at how persistence, community, and creativity can transform even the smallest moments into pinnacles.
In this episode of Uncharted: Your Sidekick for Life, we pull back the curtain on the man behind one of Austin’s most iconic cultural institutions: South by Southwest (SXSW). His story takes place in a moment of serendipitous alignment—a rare convergence of chance, opportunity, and the right people that set the stage for something remarkable.
“I got hired because I had a computer and a printer, and they didn’t.”
That seemingly small edge turned out to be the foundation for one of the world’s most innovative festivals.
In 1989, when Austin was a sleepy college town, Hugh became SXSW’s first paid employee. “Paid how?”, “In cash.” With a Mac Plus and a laser printer working overtime, he dived into the challenge of building what started as a modest music festival.
“We expected 300 people that first year, but 600 showed up”
It was the first sign that SXSW would become something unique. Hugh underscores the vital role of persistence in SXSW’s growth. Club owners in Austin, initially reluctant to open during spring break, eventually came on board after realizing the potential.
“You can have my club that week,” one owner told him, “because I can’t do any worse than I’m already doing.”
From there, SXSW’s spring break week blossomed into one of the city’s most profitable seasons.
“Patience and persistence are a huge advantage, especially when you’re starting out.”
That persistence is what turned SXSW from a small gathering into an internationally celebrated hub of music, film, and innovation.
At the heart of it all is Austin, a city that Hugh describes as having a “rising tide lifts all boats” mentality. Austin’s artistic spirit has long been one of collaboration. In the 1980s, musicians borrowed drummers, shared gigs, and thrived in a scene defined by community. “That spirit is still alive today,” Hugh notes. It’s this unique cultural fabric that made Austin fertile ground for SXSW’s growth, turning it into a global stage while retaining its grassroots ethos.
As SXSW grew, so did its reputation for fostering serendipitous connections. Hugh credits much of its success to the personal interactions it enables.
“The heart of SXSW is the personal connections you make,” he says. Whether it’s a chance meeting at a bar or an impromptu conversation at a panel, those moments of connection are what make the event magical.
One standout story Hugh shares is about Barack Obama’s 2016 appearance at SXSW. The event came together thanks to a decade-long relationship with a former Twitter employee turned White House staffer.
“Meet everyone, follow up, and keep those connections alive. You never know when a small moment might lead to something monumental.”
Hugh’s love for storytelling started long before SXSW. Growing up in Austin, he dreamed of being a novelist. While that path didn’t pan out as expected, his passion for storytelling became integral to his career. Today, as the head of SXSW’s programming, he curates a lineup that spans music, film, comedy, and education—all connected by the thread of community and collaboration.
Hugh’s advice for creators and aspiring leaders is simple yet profound:
“Write down ideas, even if most of them are bad. Quantity leads to quality. You never know which idea will resonate.”
In sum, creativity is a muscle that strengthens with persistence.
He also stresses the importance of relationships:
“People like to help, especially in Austin. Reach out, connect, and remember—it’s not about transactions; it’s about people.”
This philosophy has shaped not only Hugh’s career but also SXSW’s enduring impact.
Toward the end of the episode, Hugh reflects on overcoming personal challenges, such as his fear of public speaking.
“For 15 years, I was terrified of speaking in front of a crowd. Eventually, it went away. If there’s something you’re scared of, keep doing it—it gets easier.”
The episode concludes with advice from Hugh and the hosts, encouraging listeners to embrace rejection and persist through challenges.
“Sometimes, the best ideas come from things others initially dismiss. Trust your instincts, and don’t be afraid to fail.”
Austin’s music scene—long celebrated for its eclectic, collaborative energy—remains a beacon for creatives worldwide. The city’s evolution from a sleepy college town to a vibrant cultural hub parallels SXSW’s rise, showcasing how persistence, community, and a little serendipity can lead to extraordinary outcomes.
We are left with a question: What could you achieve if you embraced persistence, built authentic connections, and let serendipity guide your path? In his own words, “Sometimes, the magic comes from the things you don’t plan.”
Listen to Hugh Forrest on Uncharted: Your Sidekick for Life – Episode 11, Season 2.
Co-President and Chief Programming Officer of South by Southwest (SXSW), overseeing the SXSW Conference, Music, Film, Comedy, and EDU festivals. Named "Austinite of the Year" in 2012, he has received numerous accolades, including a Key to the City of Austin in 2023 and an Honorary Doctorate from Kenyon College in 2018. A champion of accessibility and diversity, Forrest serves on the Board of Directors for Knowbility and has raised over $1 million for the Central Texas Food Bank through the Austin Reggae Festival. Prior to SXSW, he founded The Austin Challenger and contributed to various publications.
Natalie Peyton: Peyton studied theatre and film in Australia, New York and LA and performed stand-up on the “three coasts.” She honed her podcast executive skills over the last 4 years developing and producing dozens of podcasts and even hosts a children’s mindfulness bedtime program. If you would like to listen to her work, here it is: Snoriezzz
Leon Vanstone: Leon brings his curiosity and sharp interviewing skills to the table, facilitating insightful discussions with our mentors, extracting valuable lessons and insights to empower listeners on their own path to growth and achievement.
Dan Dillard: Dan, with his thoughtful approach and engaging style, delves into the minds of our mentors on the podcast, crafting compelling interviews that uncover the wisdom and experiences driving their success and impact.
This blog was written by Anais Schmidt, one of the hosts of the Uncharted Podcast in charge of the Gen Z segment. Anais is also a musician. When not in her studio, she tours Europe with Monte Mai.
If you would like to join the conversation email us at anais@foundingup.com
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