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Published Apr 19th, 2021 6:39AM EDT
Music Festival Crowd
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Austin, Texas – April 18, 2021 – South by Southwest® (SXSW®) and P-MRC Holdings, LLC. announced a partnership today that aligns P-MRC as a long-term partner with and shareholder of SXSW, LLC.  P-MRC, a joint venture between Penske Media Corporation and MRC whose holdings include some of the most influential brands in entertainment and music, including Billboard, The Hollywood Reporter, Rolling Stone, Variety, and Vibe, will bring media expertise and new avenues for discovery to SXSW’s iconic event.  The deal will also expand SXSW’s potential for new events and business models.

“It has been an incredibly tough period for small businesses, SXSW included,” said CEO and Co-Founder Roland Swenson.  “When Jay Penske approached us with an interest in becoming a partner, it was a true lifeline for us.  Both of our companies share a passion for producing high quality content that helps shape modern culture, so this feels like a natural alliance.  Now we are focused on the March 2022 event, and we’re honored to embark on a new chapter of SXSW with both his experience and the capabilities of PMRC at our side.”

Jay Penske, Chairman and Chief Executive Officer of Penske Media, said, “We are grateful and proud to become enduring partners with SXSW, and collaborate with its exceptional team.  Since 1987, SXSW has been the world’s premier festival centered at the convergence of tech, media, film, and music.  Today SXSW continues to be one of the most recognized brands for empowering creative talent and bringing together the brightest creators of our time.  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.”   

SXSW’s management team and core business will remain unchanged in keeping its focus on the March 2022 event in Austin, and with this partnership pursuing the exploration of new capabilities in providing quality programming to its diverse community of highly engaged creative professionals.

About SXSW   

SXSW dedicates itself to helping creative people achieve their goals.  Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries.  In 2021, the event moved to a digital format. SXSW Online offered conference sessions, music showcases, film screenings, an XR event, exhibitions, and a variety of networking and professional development opportunities.  An essential destination for global professionals, SXSW 2022 will take place March 11th through March 20th.  For more information, please visit:  

About Penske Media Corporation (PMC)    

PMC is a leading independent global media and information services company whose award-winning content attracts a passionate monthly audience of more than 310 million.  Since 2004, Penske Media has been a pioneer in digital media and a platform innovator, reaching viewers on all screens across its ever-growing constellation of iconic brands, which includes Deadline, Variety, Rolling Stone, The Hollywood Reporter, Billboard, WWD, SHE Media, Robb Report, Sportico, BGR, ARTnews, Art in America, Fairchild Media, and, among many others.   Together, these brands offer clients opportunities to reach an influential audience at scale through editorial, advertising, and other marketing solutions.  PMC’s journalists and content creators deliver daily the most comprehensive news and information in their industries and areas of coverage, unequaled in ambition, depth, and courage.  Headquartered in New York and Los Angeles with additional offices in 14 countries worldwide, PMC believes companies should not only be profitable but also forces for good.  To learn more about PMC, our 2% Foundation, and our portfolio of brands, please visit:  

About MRC 

MRC is a diversified global entertainment company with divisions including Film, Television, Live & Alternative and Non-Fiction as well as joint ventures in data and publishing.  MRC Television is the largest and most award-winning independent TV studio in North America.  MRC Live & Alternative is the largest producer and proprietor of live-event entertainment programming broadcasts worldwide.  MRC Film and Non-Fiction source, develop, finance, and produce critically acclaimed films, docuseries and feature documentaries.  MRC owns a majority stake in Civic Center Media, A-Major Media and has minority investments in A24, Fulwell 73, Sugar23 and T-Street. For more information on MRC EntertainmentTM please visit: