Penske takes majority stake in Austin's South by Southwest festival

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Jay Penske has added another asset to his growing media empire, a 50% stake in the SXSW festival.

The deal comes afterlast year as they were forced to cancel the event just a week before opening due to the pandemic. Southby, as it has become known, has become a key stop on the festival circuit for Hollywood and is often where many big summer films are premiered.“It has been an incredibly tough period for small businesses, SXSW included,” Chief Executive Roland Swenson, the festival’s co-founder, said in a statement.

The South by Southwest program includes music, technology and a conference. In 2019, it was attended by more than 417,000 people in Austin, Texas, including 73,000 for the film festival. “Since 1987, SXSW has been the world’s premier festival centered at the convergence of tech, media, film, and music,” Penske said in a statement. “As part of this significant investment, we plan to build upon SXSW’s incredible foundation while extending the platform further digitally and assisting Roland and his incredible team to bring their vision to even greater heights.”

 

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