# Transcript: SIMULCAST: Welcome to SXSW **Date:** March 12, 2026 · 10:30 PM **Session:** [SIMULCAST: Welcome to SXSW](/sessions/2026-03-12/pp1150928-simulcast-welcome-to-sxsw) ## Summary Greg Rosenbaum, SVP of Programming at SXSW, delivers opening remarks for the 40th anniversary of SXSW in 2026. He reflects on the festival's evolution from a 700-person music event in 1987 to an integrated celebration of music, film, TV, innovation, comedy, and education, while outlining five emerging themes for the year and offering advice for attendees to maximize their experience. ## Topics `sxsw 40th anniversary` · `festival programming` · `humanity and ai` · `creator economy` · `fandom culture` · `consumer behavior` · `human connection` · `community building` · `serendipity` · `creative expression` ## Key Takeaways 1. 2026 marks SXSW's 40th anniversary and the first year all verticals (music, film, TV, innovation, comedy, education) run simultaneously with a reimagined footprint across Austin. 2. Five emerging themes define SXSW 2026: humanity in the age of AI, the irreplaceable nature of creativity, fandom evolving from audience to architects, the evolution of consumer behavior, and the return to genuine human connection. 3. Attendees should make a plan but embrace serendipity, explore beyond their primary focus area where Venn diagrams overlap, and remember that the person next to them is often as impactful as the speaker on stage. 4. The festival acknowledges the tragic traffic events of March 1st and honors victims and families while celebrating the community support that makes Austin special. 5. Over 3,000 volunteers and numerous partners, sponsors, speakers, filmmakers, and artists collectively create the SXSW experience through massive collaborative effort. ## Full Transcript Hi everyone. I am Greg Rosenbaum, for those that I haven't met yet. My South by Southwest journey started 16 years ago when I helped launch South by Southwest Edu. Last spring, I stepped into this new role overseeing programming across the entire South by Southwest ecosystem: music, film, TV, innovation, comedy and education. It's an honor to bring my deep appreciation for everything this team does to this area. Before I begin, I speak to all my colleagues here at South by Southwest when I say our hearts remain with the victims and families of the traffic events on March 1st. The outpouring of support is what makes this city so special. Now, what we are all here for. Let's dive into the what and the where, but I'm also going to start with gratitude. We are popping up a greater village in the heart of this living, breathing city, and that doesn't happen without a massive collective effort. South by Southwest is not a sit-and-get experience. So I'm actually going to ask all of you to help me share some love with the people I'm about to call out. First, to our contributors: the speakers, the filmmakers, the artists, the comedians, and the finalists. If you're wearing a contributor badge in the room, raise your hand. Let's give them a big round of applause. To our partners, to Rivian and all of our major sponsors—the folks that make this really happen and support this effort. Big, big thanks to all our partners. Jenny called out the staff, and you haven't seen them from six stories above. Now you can see them. I have the privilege of being up here, but you have to know there's really a dedicated team that's behind this experience. And then finally, volunteers. We have over 3,000 volunteers this year. They'll be everywhere. They'll be wearing those beautiful T-shirts. They'll be helping your experience really thrive. Thank you to our volunteers for bringing your passion, your energy, your curiosity, and making the most of the next seven days. As Jenny called out, 2026 is a massive milestone. It's our 40th year. In 1987, South by Southwest started as an independent music event for about 700 registrants. It was about discovery. It was about local clubs, and it was really a collision of talent and industry. In 1994 we added film, TV and innovation. In 2008, comedy joined the party. In 2011, you rounded out South by Southwest with Edu. But 2026 is the first time that we're doing all of South by Southwest all together: music, film and TV, innovation, comedy, and education. The spirit of South by Southwest has never been tied to a single building—Jenny called out the construction across the street—but it is really tied to the creative village. That's been the spirit of how we've returned to our roots this year. It's been an incredible opportunity for us to reimagine our footprint. We've reclaimed the streets, the theaters, and the attractive spaces in Austin. We're really, truly claiming the whole city this year, and we're putting the community first by anchoring each of these audiences in a dedicated house. So at our core, we are both a community-fueled event and an amazing team here at South by Southwest with some of the brightest minds in programming. You'll experience over this weekend tens of thousands of submissions and hundreds of thousands of public votes, advisor and screener reviews. Our dedicated programming team curates what's next, and while there are going to be some big themes and big trends and takeaways that stand out, I want to share a little bit about what the emerging themes are that we've seen as a programming team for this year's event across music, film, TV, and innovation. As you navigate the program, these are the five things that I think stand out: First, humanity in the age of AI. We are clearly continuing to see AI's impact across the board, but a big theme this year is how we are evolving alongside it and, importantly, preserving the uncomputable parts of being human. Second, the creator. Creativity is an essential and irreplaceable part of our experience. We're exploring how creative human expression doesn't just survive, but it actually leads. Third, fandom and following—from audience to architect. Fandom is really evolving into a powerful force that shapes culture and identity. We're navigating a world where online communities build movements, spark trends, and lead and shape entire industries over time. Fourth, the evolution of consumer behavior. Technology is shaping how we shop and choose what we engage with—brands, artists, creatives. This year we're focusing on some of those unseen digital nudges that are influencing our decisions. And then, most importantly, human connection. In an era of digital isolation, we're seeing a real, focused return to the importance of human connection and exploring how we build genuine community in a fractured world. Okay, I'm the programming guy, and I'll give you a few tips for how to approach the next seven days. These are the three things I encourage everyone to keep in mind. One, I encourage you to make a plan and then embrace serendipity. Use our apps, mark your favorites and reservations, but if a session has a long line, pivot to something that excites you. Keep your curiosity alive. If you're curious about a film screening, go for it. Serendipity is really the secret sauce of South by Southwest, and I encourage you to embrace that. Discovery is another hallmark of the experience here. Live in that space where the Venn diagrams overlap. Break out of your lane and focus on a new area to explore. The best moments happen when the industries collide. And then finally, the power of the person next to you. Look to the person to your left and to your right. At South by Southwest, the person in the seat next to you is often as impactful as the person on stage. In fact, I'm going to take 30 seconds now to actually ask you to introduce yourself to the person sitting next to you. --- *Source: stt · Language: en · Model: anthropic/claude-sonnet-4-5* [← Back to session](/sessions/2026-03-12/pp1150928-simulcast-welcome-to-sxsw)