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Peter Lewis on Scaling SXSW Without Losing Its Soul
Peter Lewis joined SXSW in 2009 as an administrative assistant. Today, he's the Chief Commercial Officer, overseeing partnerships, sponsorships, and the brand experiences that connect thousands of companies and attendees every year.In this episode of The Authority Company podcast, Joe Pardavila sits down with Peter to unpack what actually makes SXSW's audience and culture so different from every other festival, how brand activations get vetted and built, why the team leans into controversy instead of avoiding it (AI, data centers, and even hosting Julian Assange and Edward Snowden via video)…
The skinny
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