Based in 1987 in Austin, Texas, South by Southwest (SXSW) is an annual convention that brings collectively greater than 300,000 professionals within the movie, TV, music, training, and tech industries.
In 2024 alone, featured audio system embody embody Jane Fonda, Dwyane Wade, Alex Cooper, and Daisy Ridley.
All of which is to say: It‘s a large occasion centered round numerous artistic verticals. So who higher to talk on creativity than SXSW’s Co-President, Hugh Forrest?
As Forrest places it, “Our north star has at all times been creativity. I have been with the occasion for over 30 years, and the occasion has modified so much over that point interval … However what hasn’t modified is our give attention to creativity.”
Let‘s dive into a few of Hugh’s high ideas for injecting creativity into any occasion planning course of. Fascinated by listening to the total interview? Test it out on the Hustle Day by day present.
Inject Creativity Into Your Subsequent Excessive-Attendance Occasion
1. Permit creatives to be taught from different creatives.
One of many greatest advantages of large-scale occasions is the chance to community with professionals outdoors of your vertical.
As a marketer, I‘m not at all times fascinated with studying from different entrepreneurs. Typically, I’ve discovered essentially the most inspiration in conversations with script-writers, educators, or social media creators.
Hugh Forrest believes wholeheartedly within the energy of interdisciplinary networking.
He says, “Particularly, we have seen how totally different sorts of artistic individuals can be taught from one another. When you’re a musician, you may be taught so much from connecting with different musicians … However you may be taught much more from connecting with an innovator within the meals area, or an athlete, or somebody who’s doing a tech startup.”
In case your occasion is overly-siloed, will probably be tough to foster the kind of collaboration and creativity that your attendees crave. As an alternative, contemplate the way you may merge seemingly-opposite teams of execs to work together and be taught from one another.
2. Keep centered in your group and what issues to them.
Forrest says that SXSW has at all times mirrored the creativity in Austin, Texas.
When SXSW first started in 1987, they totally centered on music — after which, in 1994 when Austin turned a burgeoning movie scene, SXSW tailored and added movie and multimedia.
Extra just lately, when the College of Texas added a medical college, SXSW launched well being and medical know-how into their content material lineup.
As Austin expands and shifts its pursuits, so does SXSW. In the end, Forrest has found one important element of long-term success within the occasion trade: Keep on-top of what issues to your viewers, and discover methods to pivot when applicable.
Click on right here to hearken to the total podcast episode right here.
As he places it, “I imply, if we’re related, if we’re compelling, if we’re bettering, a lot of that’s as a result of we’re very in contact with our group or the assorted communities we serve—whether or not that is bands and filmmakers for the movie and TV competition, or entrepreneurs, innovators, and creators. The occasion has thrived for 35 years due to this give attention to large creativity in all its many varieties.”
He provides, “If Austin continues to push into AI and turns into this world heart for AI innovation, we’ll push much more into AI at South by Southwest. If Austin turns into the sneaker capital of the world, then we’ll see much more sneaker stuff in Austin.”
Equally, when you think about testing out new content material at your subsequent occasion, maintain your group on the forefront.
AI is a trending subject proper now, however are you certain your group cares about it? Or are they extra fascinated with studying how one can develop their TikTok following? Leaning into the content material that applies to your group might be key to creating a satisfying and high-attended occasion.
3. AI is more and more essential … however do not under-appreciate the face-to-face element that lets creativity shine.
“One of many themes that we at all times rediscover at SXSW is on the one hand, we’re an occasion about know-how and have fun new methods for individuals to attach,” Forrest says.
He provides, “However however, an important know-how is face-to-face interplay. And that hasn’t modified. Bringing individuals with various concepts collectively in a metropolis that has at all times cultivated and celebrated creativity — in a time of 12 months when you’ve got the manifestation of rebirth and creativity (i.e. springtime) — has turned out to be a really sturdy system for good issues to occur.”
AI is all the craze proper now. However essentially the most compelling cause individuals buy tickets to conferences and occasions is the in-person providing. With 65% of staff preferring a very distant setup, face-to-face interactions are uncommon.
When given the possibility, individuals need to soar on the chance to attach in-person.
So, whereas it may be tempting (and cost-effective) to create a wholly digital occasion, you may need to contemplate providing attendees the chance to interact in actual life — even when that simply means an optionally available meet-and-greet after the primary occasion.
As Forrest places it, “Creativity is what makes us human. And in 2024, as we see increasingly more machines taking on, we actually have to lean into our humanity.”
