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

In this inspiring episode of The Determined Society, host Shawn French sits down with Greg Rosenbaum, SVP of Programming at South by Southwest and a 15-year veteran behind one of the most influential festivals in the world. From dyslexia to leadership, Greg shares the personal and professional journey that shaped him, and how SXSW has become a global model for community, creativity, and connection across music, film, TV, technology, comedy, and education. Greg reveals how adversity forced SXSW to reinvent itself after losing its long-standing convention center home, and why focusing on community over convenience transformed everything. He also opens up about mentorship, parenting, discipline, creativity, and the mindset required to build a festival that helps thousands of artists, innovators, and storytellers share their work with the world. Key Takeaways -Reinvention happens when adversity demands creativity, community must guide every major decision. -Dyslexia shaped Greg’s determination, discipline, and belief in incremental progress. -SXSW thrives because it bridges industries, music, film, innovation, comedy, and education under one roof. -The festival’s 40th year challenged the team to reimagine everything, leading to a more immersive, city-wide experience. -Networking is the real “cheat code”, authentic connection accelerates growth faster than any strategy. -Discipline in fitness and routine fuels creativity, clarity, and leadership. -Presence is the foundation of great parenting, partnership, and professional impact. Connect with me : https://link.me/theshawnfrench?fbclid=PAZXh0bgNhZW0CMTEAAaY2s9TipS1cPaEZZ9h692pnV-rlsO-lzvK6LSFGtkKZ53WvtCAYTKY7lmQ_aem_OY08g381oa759QqTr7iPGA Greg Rosenbaum https://www.instagram.com/sxsw/ Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.