Hugh Forrest, a long-time leader of the South (SXSW) (SXSW), has been terminated as president of the organization in a seemingly major restructuring.
“The Southwest left the Southwest was definitely not my decision,” Forrest said in a statement first reported by the Austin Chronicle. His departure came just weeks after the 2025 event held by SXSW and was part of a broader staff reduction, reportedly including at least 10 other senior staff members, including leaders in the music and comedy department.
James Minor, vice president and music director, will leave in September, although his exit is part of a succession strategy for previous plans that are not related to the current restructuring.
The reorganization reached the critical moment of SXSW. The organization recently announced a more merged 7-day format for 2026. This year’s version ended nine days six weeks ago.
The changes also coincide with the closure of its main venue, the Austin Convention Center, which has begun a four-year renovation project that will continue until 2029. This massive disruption of SXSW’s traditional operating model will force the festival to disperse its festivals throughout Austin’s various hotels and next versions, at least in the next version.
In 2024, SXSW faces protests to make the U.S. Army a Super Sponsor. Protests related to the Israel-Hamas War ultimately led to the evacuation of more than 80 artists and sponsors. In response, SXSW does not allow the U.S. Army or any company related to making weapons to sponsor its 2025 edition.
This is not the first time SXSW fired an employee. At the beginning of the Covid pandemic, it laid off about 50 employees, with one-third of them at the time. The company said it was done to survive after the event was cancelled late in March 2020.
Less than a year ago, in June 2024, SXSW laid off 23 employees. At the time, Forrest emphasized the new plan to position SXSW as a “three-stop trip to professionals around the world” that hints at events in Sydney and London. He also said the company is “preparing for new efforts to position its business as a year-round destination.”
Although this is a round of layoffs that now affect Forrest himself, the company shows no signs of cutting its global expansion. SXSW Sydney is expected to hold its third edition in October. The new SXSW London is scheduled to be launched in June.
Penske Media Corporation, a company that owns 50% of SXSW shares, did not respond to a request for comment.
