How SXSW Works For Music

This week on the New Music Business podcast, Ari sits down with Brian Hobbs and Dev Sherlock from South by Southwest (SXSW). Brian, VP of Music, has been at SXSW since 2012, helping shape the festival’s music programming and expand its sound, especially in hip hop and global scenes. Dev is the Director of Music at the festival. He plays a key role in building the lineup and working directly with artists, managers, and industry teams navigating the SXSW landscape. In this episode, we break down what SXSW actually is, and whether it makes sense for you and your career. Dev and Brian discuss how this year is massively different than years past, what the real purpose of “South By” is, and how to approach it with a smart strategy (instead of just showing up and hoping for the best). We get real about networking—what that actually looks like at SXSW—and how artists, managers, and other industry folks can make the most of their experience. For those thinking about applying to official showcases, Brian and Dev walk through the submission process, and what their team is really looking for when they book artists. If you’re going to SXSW (or even thinking about it) listen to this episode first. Chapters 00:00 Introduction to South by Southwest 02:14 Changes in the Festival Structure 05:43 The Overlap of Music and Tech 08:46 The Role of Live Music Discovery 11:22 Business Opportunities at South by Southwest 19:05 Navigating Official and Unofficial Showcases 23:18 Monetizing Opportunities for Artists 27:58 The Global Impact of the Irish Diaspora 29:48 Travel Concerns for International Artists 30:41 Booking Artists for South by Southwest 34:55 The Application Process Explained 37:57 The Fluid Nature of Artist Bookings 41:42 Understanding Compensation Models 43:52 The Conference Experience at South by Southwest 45:52 Networking Tips for Artists 50:57 Defining Success in the Music Industry Edited and mixed by Ari Davids-Ergas Music by Brassroots District Produced by the team at Ari’s Take Order the THIRD EDITION of How to Make It in the New Music Business: Hosted on Acast. See acast.com/privacy for more information.

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How SXSW Works For Music is an episode from The New Music Business with Ari Herstand by .

This episode is 58:31 long.

This episode was published on Mar 4, 2026.

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