The scene at the Convention Center, SXSW 2019 (photo by Aaron Rogosin)
South by Southwest has partnered with P-MRC, a media venture that handles publishing operations for brands like Rolling Stone, Billboard, Variety, Vibe, and the Hollywood Reporter.
The partnership functions as a vital financial lifeline for the currently cash-strapped Austin organization, which has not held an in-person event since 2019 due to the COVID-19 pandemic. SXSW co-founder and Managing Director Roland Swenson informed his staff of the deal on Sunday night and noted that, in it, SXSW retains control and management of the company.
P-MRC, minted in 2020, is a joint venture between the Beverly Hills-based MRC Media & Info and Penske Media, which is headquartered in New York City and Los Angeles.
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