What Penske Media's 50% Stake in SXSW Means for the Festival, and Its New Owner

Eyeing editorial expansion, PMC will unveil a slate of new activations for Billboard, Sportico, Rolling Stone and Vibe

When South by Southwest returns to downtown Austin, Texas, on March 11, the festival—renowned in part for its reputation as a launchpad for buzzy debuts—will be undergoing perhaps the most significant reinvention in its own 35-year history.

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