Hugh Forrest on How SXSW Continues to Evolve and What to Expect This Year

Christine Russo, Host of What Just Happened, sits down with Hugh Forrest, President and Chief Programming Officer of South by Southwest, to explore how SXSW is the ultimate gathering for creatives and also serves as a melting pot for innovators across industries. From music, film and multi-media, SXSW is where the world's leading brands, marketing, technology, and activations collide with groundbreaking advancements in AI and now, quantum computing. SXSW has solidified itself as a mecca for creative minds, where emerging trends are not just discussed but actively shaped, making it the go-to destination for those looking to stay ahead of the curve.As innovation continues to accelerate, SXSW is doubling down on future-focused content, introducing dedicated programming for quantum computing on March 12th and 13th. With AI now seamlessly embedded into everyday life, quantum computing represents the next frontier—one that is still complex but poised to redefine industries. From immersive brand activations to the intersection of culture and commerce, SXSW remains the epicenter for those who don’t just follow trends but create them.