Featured Session: Now What? Setting the Gibson Stage as the 125 year old start-up!


Gibson guitars have been synonymous with creating, shaping, and owning sound across every generation and genre for the past 125 years. However, leading Gibson ‘back to the future’ will require a unique balance of leveraging the iconic past and leaning into the exciting future. Not to mention the challenge of bringing a brand back from a ‘near death’ experience last year! However, if the last few months are an indication, Gibson is in great hands and the future looks bright according to artists, guitar shops, and Gibson fans around the world.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Music Badge, Platinum Badge, Artist Wristband
Secondary Entry: Film Badge, Interactive Badge
Event Type: Session