Infrastructure, Innovation & the Story Behind SXSW’s Growth (AUDIO)

In this episode of Software Without Borders, Andy and Tomás sit down with Justin Bankston, CTO of South by Southwest (SXSW), to explore the remarkable evolution of one of the world’s most influential cultural and technology events. Justin shares his journey from playing in rock bands and reviewing demo CDs to leading the software, IT, and innovation groups that power SXSW’s massive annual footprint. We dig into the behind-the-scenes engineering challenges, the explosive impact of Twitter’s 2007 debut at SXSW, and the technical coordination required to support tens of thousands of attendees across multiple venues. Justin reflects on leadership, scaling teams, and what it takes to deliver a flawless experience when failure becomes instantly public. If you’ve ever wondered how innovation, culture, and infrastructure collide at global scale, this episode pulls the curtain back.

Guest Introduction:

Justin Bankston is the Chief Technology Officer at South by Southwest, where he has spent nearly 20 years shaping the technical backbone of one of the world’s premier events in music, film, and technology. From his early days as a full-stack developer to leading SXSW’s software, IT, and innovation teams, Justin has guided the organization through explosive growth, digital transformation, and cultural shifts — all while ensuring the attendee experience remains seamless and world-class.

Key Takeaways:

SXSW’s uniqueness creates massive technical complexity. Three industries, three conferences, one seamless attendee experience.

Justin’s journey was entirely organic. From musician → volunteer reviewer → contractor → leader → CTO.

Twitter’s 2007 debut changed SXSW forever. Attendance spiked, expectations shifted, and technical resilience became paramount.

Custom software was born from necessity. When SXSW started, no event platform could handle its hybrid creative/tech experience.

Invisible infrastructure is intentional. If the Wi-Fi isn’t perfect, attendees notice — and complain loudly.

Remote and global teams helped SXSW scale sustainably. Nearshore partners expanded engineering capacity without sacrificing collaboration.

Chapter Markers:

00:00 — Andy welcomes listeners to Software Without Borders