Cynthia Littleton Business EditorVariety owner P-MRC has made a significant investment in South by Southwest, the parent company of the annual SXSW festival.
The deal brings top entertainment news brands together with an expansive digital and in-person platform for festivals, conferences, markets other live events.The partnership calls for the existing South by Southwest management team to continue to lead the business.
After a rocky pandemic year that forced the cancelation of the 2021 edition of the annual festival in Austin, Texas, the organization is focused on returning to an in-person gathering in March 2022.
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