The Penske Media Corporation (PMC) announced its expansive slate of experiences and concerts at this year’s SXSW festival on Thursday (Feb. 13). The lineup of activations from PMC’s iconic brands — Billboard, Rolling Stone, Deadline, Variety, SHE Media, Sportico and The American Pavilion — will include panel discussion, concerts, fireside chats and must-see experiences during the annual conference and festival that will take place in Austin, TX this year from March 7-15.
The festivities will kick off on March 7-9 with Deadline‘s Deadline Studio and the On the Go with Deadline social activation at the Thompson Hotel, with to-be-announced talent stopping by for on-camera interviews and solo and group portraits.
SHE Media will also set up house from March 7-9 for its Co-Lab event at 304 E. 3rd Street for a series of conversations about women’s holistic health featuring women’s health advocates, actors, comedians and specialists including: Chelsea Handler, Naomi Watts, Christy Turlington Burns, Dr. Jennifer Ashton, Tamsen Fadal, Scott Galloway, Stacy London, Emma Lovewell and Sophia Bush, among others.
Variety will host a live podcast taping with partner YouTube on March 8 with Hot Ones host Sean Evans and Variety Awards Editor Clayton Davis, followed by a March 9 screening and cocktail reception for the documentary Reef Builders: The Unlikely Partnership Restoring Coral and a panel discussion with actor Auli’i Cravalho, director/producer Stephen Shearman and others.
Sportico will host the two-day Sportico House (March 11-12) at Wanderlust Wine Co., which will feature top industry professionals dropping in for panels and live podcast tapings exploring the intersection of sports, media and business along with networking opportunities.
Rolling Stone will be back at SXSW for its third-annual Future of Music showcase presented by JBL, for a four-night (March 11-14) concert series featuring an as-yet-unannounced group of artists performing at ACL Live at the Moody Theater.
In addition, Billboard‘s THE STAGE at SXSW will return as well for three nights (March 13-15) of live performances at the Moody Amphitheater at Waterloo Park, with each night highlighting a different musical genre. The party will kick off with county singer Koe Wetzel on night one, followed by Música Mexicana stars Grupo Frontera on March 14 and a closing-night set from dance star John Summit.
The American Pavilion will return for year two of its Worldwide Student Program — which last year gave 12 students access to some influential industry events — expanding its scope in 2025 to six days of “thought leadership programming and expert discussions” from creators in the worlds of film and TV.
Billboard’s parent company PMC is the largest shareholder of SXSW and its brands are official media partners of SXSW.
The post “Grupo Frontera, Koe Wetzel, John Summit, Chelsea Handler, Auli’i Cravalho Part of PMC’s 2025 SXSW Lineup” by Gil Kaufman was published on 02/13/2025 by www.billboard.com