February 4, 2025
South by Southwest® (SXSW®), a leading global event for creatives in tech, film, television, and music, is expanding into book publishing with the launch of SXSW Books, a new imprint in partnership with publishing powerhouse Advantage – The Authority Company. This collaboration aims to redefine how ideamakers connect with their audiences and amplify their ideas across diverse fields.
The partnership stems from a shared belief that experts and innovators who share their stories and ideas can make a significant impact in their field as changemakers.
“At SXSW, our purpose is to help creative people achieve their goals,” said Hugh Forrest, President of SXSW. “Working with Advantage gives us the opportunity to shine a spotlight on authors who are trailblazers in their fields. A content partnership of this kind is a first for us and it’s a significant and exciting way for us to expand our presence throughout the year.”
“This partnership represents a uniquely perfect opportunity for changemakers to differentiate themselves, amplify their credibility, and extend their reach with the audience,” said Adam Witty, CEO of Advantage.
SXSW joins Advantage’s prestigious portfolio of publishing imprints. With 2,500-plus global business leader authors, Advantage is the leading Authority-building provider and trusted book publishing partner that entrepreneurs and inspirational leaders rely on to amplify their brand message and thought leadership. Along with SXSW Books, Advantage’s publishing imprints include Forbes Books, Entrepreneur Books, and Advantage Books.
The partnership with Advantage is SXSW’s first publishing deal, marking a significant expansion of the brand beyond its flagship events. Penske Media Corporation (PMC), a leader in the global media landscape, is the majority shareholder of SXSW. The deal was facilitated by PMC Brand Group, the in-house team specializing in brokering innovative licensing programs, partnerships, and consumer products for PMC’s portfolio of distinguished brands.
“We warmly welcome South by Southwest as a valuable partner in our mission to help entrepreneurs, innovators, and changemakers bring their stories, passion, and knowledge to the world,” said Witty. “South by Southwest’s strong brand, established in-person event platforms and audiences are huge benefits for authors.
“Book publishing paired with top-tier platforms enable leaders to bring their story to the forefront of the field – to be sought out and create change. South by Southwest’s great track record in creativity and vision bolsters our roster of powerful platforms and expands our collective reach.”
SXSW authors and ideamakers will join a community of visionaries turning their expertise into books that inspire, challenge, and transform. SXSW Books authors will experience the support of the Advantage team’s seasoned experts in writing, editing, book design, publishing, distribution, promotion, and media strategy. From ideation throughout the entire process, Advantage develops acceleration strategies so that the author’s message reaches and inspires their ideal audience in a fraction of the time it takes most publishers.
For business leaders to differentiate themselves and stand out in highly competitive fields, Witty says they must position themselves as educators and thought leaders. Writing a book establishes a leader as an authority in their field, a status that gains them unrivaled credibility and access to a wider array of business professionals, generates leads, and increases speaking and media opportunities.
“If they have the ability to properly differentiate themselves through their content and their messaging,” Witty says, “that’s what we’ve found sets entrepreneurs apart as trusted authorities in their field, leading to myriad new business opportunities.”
“We have always envisioned the SXSW and Advantage partnership to be a winning combination for authors and experts to cultivate new status within their fields through the prestigious ecosystem of the SXSW brand and annual events,” said Thomas Ferguson, Vice President, Licensing, Partnerships & Consumer Products at Penske Media Corporation (PMC).
About Advantage—The Authority Company
Advantage—The Authority Company provides CEOs, business leaders, entrepreneurs, and visionaries with an array of services that assist them in building their Authority in their areas of expertise, enabling them to gain exceptional visibility, credibility, and recognition. Those services include book publishing under the Forbes Books and Advantage Books imprints, advertising campaigns, personal brand websites, content creation, public relations, podcasting, and more. Since the company’s founding in 2005, Advantage has helped thousands of clients enhance their Authority and their personal brands through its publishing and media services.
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 tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music, and comedy showcases, film and television screenings, exhibitions, professional development, and a variety of opportunities to meet and connect with people. SXSW proves that the most unexpected discoveries happen when diverse topics and individuals come together. SXSW 2025 will take place March 7–15 in Austin. Learn more at sxsw.com. To register for the event, please visit sxsw.com/attend.
About Penske Media Brand Group (PMBG)
Established in 2024, the Penske Media Brand Group is dedicated to building robust and profitable licensing programs, partnerships and consumer products for the PMC portfolio of brands. Spanning entertainment, music, fashion, beauty, art, luxury, sports, women’s interests and more, PMBG looks to find brand extensions that amplify the ethos, mission and business of PMC brands. Notable partnerships include Rolling Stone x Olivia Rodrigo Limited Merch Drop, Robb Report’s 672 Wine Club with Wine Savage, ARTnews x Pleasures Co-Branded Apparel Collection, Rolling Stone x Ben Sherman Capsule Collection, Billboard Onboard and Rolling Stone Lounge with Holland America.
