When you think of Austin, Texas, you might think of live music, indie films, and a creative spirit that runs through the city like a pulse. Louis Black is one of the people who helped shape that identity. From founding The Austin Chronicle to co-creating the world-famous SXSW Festival, Black has built a career out of backing bold ideas and trusting the community to carry them forward.
“I never aimed for success,” he says. “I aimed at the work. Then, when that was done, I aimed at the next thing.”
This is the story of how one person turned ideas into platforms that have changed the cultural and business landscape—not just in Austin, but globally.
How Louis Black Started in Media and Culture
Louis Black grew up in Teaneck, New Jersey, and fell in love with films and comic books at a young age. He wasn’t a top student, but he knew how to follow his interests. At just 12 years old, he and a friend—film critic Leonard Maltin—would take buses into New York City to catch old movies.
After studying English at Windham College and later transferring into the film programme at the University of Texas, he found his place in Austin’s creative scene. By 1981, Black and his collaborators launched The Austin Chronicle, a paper that reflected the city’s music, politics, and arts. “We wanted to create something real, and we wanted to pay people properly,” Black recalls. “If there was any profit after that, great.”
The Idea That Grew into SXSW
In 1986, a new idea came along: create a small regional music conference. Black wasn’t convinced at first. “I resisted,” he admits. “I wasn’t a promoter. I didn’t think we could pull it off.”
But he gave in. In March 1987, the first South by Southwest (SXSW) event welcomed 700 attendees—far more than expected. From there, the event grew fast. By 1994, SXSW added film. By 1995, it included interactive media. It soon became a major platform for musicians, filmmakers, tech startups, and big brands alike.
“We just kept going,” says Black. “We didn’t sit around asking if we could. We just did it.”
How Mistakes Shaped His Business Strategy
Black is open about how failure helped shape his thinking. “In the first ten years of The Chronicle, we did everything wrong. But only once per mistake,” he says. “You learn faster that way.”
Rather than fear mistakes, Black leans into them. He describes himself as tenacious, especially when others doubt him. “When people tell me I’m wrong, I keep going. And when I am wrong, I really keep going.”
This mindset has helped him adapt over decades of change in media, tech, and entertainment.
Supporting Creative Talent Through Community Action
One of Black’s proudest achievements is the role he played in helping local filmmakers. In the mid-1990s, funding for indie film was drying up. Black and filmmaker Richard Linklater launched the Texas Filmmakers’ Production Fund. Over time, it has awarded more than $1.5 million to emerging talent.
“We’d host premieres, charge high-ticket prices, and give the money back to local filmmakers,” he says. “Now, some of those people have films at Sundance or SXSW.”
Black sees this as a model anyone can follow: “You don’t have to be rich. You just need a good idea and a few people willing to help.”
Turning Passion into Longevity
Even serious health issues didn’t slow him down. After surviving congestive heart failure and losing all the toes on his left foot, Black was confined to his couch for months. He stopped writing and felt disconnected. But one day, something clicked.
“I was watching a Doris Day movie and I started dancing around the room. It reminded me I was still here. That I still had something to say.”
Now, he’s writing again and working on new projects—including a book on filmmaker Jonathan Demme and plans to open a used bookstore.
Key Takeaways from Louis Black’s Career
Louis Black isn’t interested in fame or awards. He’s interested in doing the work. “At the end of the day, what matters is the stuff you helped make happen, and the people you helped.”
He believes fans, local supporters, and everyday people have more power than they realise. “If you love something, support it. Share it. Build something around it.”
He doesn’t wait for permission. He creates the things he wants to see in the world—then figures out how to make them work.
Peyman Khosravani is a seasoned expert in blockchain, digital transformation, and emerging technologies, with a strong focus on innovation in finance, business, and marketing. With a robust background in blockchain and decentralized finance (DeFi), Peyman has successfully guided global organizations in refining digital strategies and optimizing data-driven decision-making. His work emphasizes leveraging technology for societal impact, focusing on fairness, justice, and transparency. A passionate advocate for the transformative power of digital tools, Peyman’s expertise spans across helping startups and established businesses navigate digital landscapes, drive growth, and stay ahead of industry trends. His insights into analytics and communication empower companies to effectively connect with customers and harness data to fuel their success in an ever-evolving digital world.
