On Thursday, Penske Media Corporation’s (PMC) iconic brands announced a dynamic lineup of activations taking place at this year’s South by Southwest (SXSW) Conference and Festival in Austin, TX, March 7 to 15, 2025. The brands—hosting must-see experiences, panel discussions, fireside chats, concerts and more—include Rolling Stone, Variety, Billboard, Deadline, SHE Media, Sportico and The American Pavilion.
March 6 to 11: Since 1989, The American Pavilion’s (AmPav) esteemed Worldwide Student Program has introduced thousands of entertainment industry students to festivals and events worldwide. Last year, AmPav made its debut at SXSW with an expanded student program that gave twelve students access to the most highly influential industry events. This year, the program returns with six days of thought leadership programming and expert discussions from the world of film and TV.
March 7 to 10: Deadline will host the Deadline Studio and the On The Go with Deadline social activation at the Thompson Hotel, with select talent from premiering projects in its signature studio for exclusive on-camera video interviews and both solo and group portraits.
March 7 to 9: The SHE Media Co-Lab returns to SXSW for three exciting days at 304 E. 3rd Street in Austin, featuring an impressive lineup of women’s health advocates, including Chelsea Handler, Naomi Watts, Christy Turlington Burns, Dr. Jennifer Ashton, Tamsen Fadal, Scott Galloway, Stacy London, Emma Lovewell, Sophia Bush, and more. At SXSW, the award-winning SHE Media Co-Lab will once again bring together trailblazers and thought leaders to spark conversations about women’s holistic health, offering diverse voices and perspectives to drive future progress. For updates, see here.
March 8 to 9: Variety is hosting a live podcast taping in partnership with YouTube on Saturday, March 8, with Hot Ones host Sean Evans and Variety Awards Editor Clayton Davis. On Sunday, March 9, Variety will produce a screening and cocktail reception for the compelling documentary “Reef Builders: The Unlikely Partnership Restoring Coral” presented by SHEBA. Immediately following the screening will be a panel will actor Auli’I Cravalho, director & producer Stephen Shearman, Professor and Chief Marine Scientist David Smith, and SHEBA Global VP Mindy Barry, moderated by Variety’s Clayton Davis.
March 11 to 12: Sportico is hosting the Sportico House, a two-day event at Wanderlust Wine Co., bringing together top industry professionals for an exciting mix of panel programming, live podcast tapings and networking opportunities. This activation will explore the intersection of sports, media, and business with an interactive experience for attendees through a unique Sportico lens.
March 11 to 14: Rolling Stone returns to Austin with its highly anticipated third-annual Future of Music showcase, presented by JBL. Quickly established as a marquee showcase of the SXSW music festival, the four-night concert series celebrates the trailblazing artists shaping the music of tomorrow. Taking place at ACL Live at the Moody Theater, the Future of Music showcase will be open to all SXSW badge holders and the public. Talent will be announced in the coming weeks.
March 13 to 15: Billboard’s THE STAGE at SXSW is returning to Austin, TX for three nights of exceptional live performances at the iconic Moody Amphitheater at Waterloo Park. Each night will highlight a different musical genre, starting with a performance by Texas-born country superstar Koe Wetzel on March 13. The event will continue March 14 with a live set from Música Mexicana stars Grupo Frontera, followed by globally renowned dance music artist John Summit who will close out the series on March 15 with an unforgettable night of high-energy beats. Tickets are on sale here.
