Originally scheduled as a featured session, the conversation has been elevated to the official keynote for the SXSW Music Track
March 13, 2026 | AUSTIN, TX – SXSW has officially elevated the previously announced featured session “Make Your Own Wave: Russ & Andreea Gleeson on Independence” to the Keynote for the SXSW Music Track, reflecting the growing influence of the independent music ecosystem and the impact of artists building careers on their own terms.
The keynote will take place Tuesday, March 17, 2026 from 1:00–2:00 PM CT at the Hilton Austin Downtown Grand Ballroom.
Multi platinum artist, producer, actor, and New York Times bestselling author Russ will join music industry executive and former TuneCore CEO Andreea Gleeson for a wide ranging conversation about independence, artist entrepreneurship, direct to fan strategies, and the evolving structure of the global music business.
Alongside him, Gleeson brings the strategic industry perspective. During her decade at TuneCore, including serving as CEO, she helped expand one of the world’s leading platforms for independent artists and earned multiple industry recognitions for her leadership in the independent music sector. She now leads AGA, Andreea Gleeson Advisory, where she advises companies on music strategy, growth, and innovation across the evolving creator economy, and serves as Strategic Advisor to Believe.
Together, the two will unpack how independence, ownership, fan relationships, and new business models are reshaping the music industry, while also discussing broader cultural questions around creativity, craft, and the future of art in a rapidly changing technological landscape.
The keynote will also provide a preview of Russ’s latest creative chapter, including his recent album W!LD and the upcoming deluxe project Elephant and the Rider, while touching on emerging industry trends such as the growing importance of direct fan relationships.
“People think independence is just about freedom,” said Russ. “But it is really about ownership, consistency and building something real over time. At the beginning independence was not a strategy, it was a necessity. No labels were lining up, so I built the system myself and focused on connecting directly with fans. What I have learned is that if you own your work and keep showing up, the wins compound. That is the opportunity artists have today. You can build your own system, build your own audience and create a career that lasts.”
“For decades the industry revolved around a small number of gatekeepers,” said Gleeson. “What we are seeing now is a fundamental shift toward artist ownership and direct fan relationships. That shift is creating an entirely new kind of music economy. Russ is one of the clearest examples of what happens when artists combine creativity with real entrepreneurial thinking. The next era of music will be shaped by artists who understand both culture and infrastructure and who are willing to build their own systems rather than wait for permission.”
“Russ and Andreea really represent two sides of the same shift we’re seeing across the music industry right now,” said Brian Hobbs, VP of Music at SXSW. “Russ has built one of the most successful independent careers in the world by staying connected directly to his fans, and Andreea has been a key part of building the tools and platforms that make that possible for artists everywhere. Putting them together felt like a powerful way to talk about where music is headed, which is why this is the perfect conversation for our Music keynote.”
The keynote will give SXSW attendees a rare behind the scenes look at the mindset, discipline, and strategy that can turn independent artistry into a global career while exploring how the next generation of creators will build the future of music.
The keynote will take place Tuesday, March 17, 2026 from 1:00–2:00 PM CT at the Hilton Austin Downtown Grand Ballroom.
Multi platinum artist, producer, actor, and New York Times bestselling author Russ will join music industry executive and former TuneCore CEO Andreea Gleeson for a wide ranging conversation about independence, artist entrepreneurship, direct to fan strategies, and the evolving structure of the global music business.
Alongside him, Gleeson brings the strategic industry perspective. During her decade at TuneCore, including serving as CEO, she helped expand one of the world’s leading platforms for independent artists and earned multiple industry recognitions for her leadership in the independent music sector. She now leads AGA, Andreea Gleeson Advisory, where she advises companies on music strategy, growth, and innovation across the evolving creator economy, and serves as Strategic Advisor to Believe.
Together, the two will unpack how independence, ownership, fan relationships, and new business models are reshaping the music industry, while also discussing broader cultural questions around creativity, craft, and the future of art in a rapidly changing technological landscape.
The keynote will also provide a preview of Russ’s latest creative chapter, including his recent album W!LD and the upcoming deluxe project Elephant and the Rider, while touching on emerging industry trends such as the growing importance of direct fan relationships.
“People think independence is just about freedom,” said Russ. “But it is really about ownership, consistency and building something real over time. At the beginning independence was not a strategy, it was a necessity. No labels were lining up, so I built the system myself and focused on connecting directly with fans. What I have learned is that if you own your work and keep showing up, the wins compound. That is the opportunity artists have today. You can build your own system, build your own audience and create a career that lasts.”
“For decades the industry revolved around a small number of gatekeepers,” said Gleeson. “What we are seeing now is a fundamental shift toward artist ownership and direct fan relationships. That shift is creating an entirely new kind of music economy. Russ is one of the clearest examples of what happens when artists combine creativity with real entrepreneurial thinking. The next era of music will be shaped by artists who understand both culture and infrastructure and who are willing to build their own systems rather than wait for permission.”
“Russ and Andreea really represent two sides of the same shift we’re seeing across the music industry right now,” said Brian Hobbs, VP of Music at SXSW. “Russ has built one of the most successful independent careers in the world by staying connected directly to his fans, and Andreea has been a key part of building the tools and platforms that make that possible for artists everywhere. Putting them together felt like a powerful way to talk about where music is headed, which is why this is the perfect conversation for our Music keynote.”
The keynote will give SXSW attendees a rare behind the scenes look at the mindset, discipline, and strategy that can turn independent artistry into a global career while exploring how the next generation of creators will build the future of music.
Event Details
Keynote: Make Your Own Wave — Russ & Andreea Gleeson on Independence
Date: Tuesday, March 17, 2026
Time: 1:00 PM – 2:00 PM CT
Location: Hilton Austin Downtown
Room: Grand Ballroom (Salons HJK)
Event information:
https://schedule.sxsw.com/2026/events/PP1148482
Keynote: Make Your Own Wave — Russ & Andreea Gleeson on Independence
Date: Tuesday, March 17, 2026
Time: 1:00 PM – 2:00 PM CT
Location: Hilton Austin Downtown
Room: Grand Ballroom (Salons HJK)
Event information:
https://schedule.sxsw.com/2026/events/PP1148482
About Russ
Multi-platinum artist, producer, and author Russ has amassed over 24 billion streams and over 35 million singles sold to date. He has released multiple Billboard charting albums, with 2017’s There’s Really A Wolf spending 84 weeks on the Billboard 200 and going certified 2x platinum with singles “What They Want” and “Losin Control.” In 2019, he was included in Forbes’ 30 Under 30 and released “IT’S ALL IN YOUR HEAD,” a best-selling inspirational book reminding us that success starts with you and belief in yourself. He recently became a New York Times best-selling author with the release of his second book “it was you all along.” In 2024, Russ featured in M. Night Shyamalan’s TRAP and will star in Maclain Nelson’s upcoming Don’t Move, written by James “Murr” Murray and Darren Wearmouth.
Multi-platinum artist, producer, and author Russ has amassed over 24 billion streams and over 35 million singles sold to date. He has released multiple Billboard charting albums, with 2017’s There’s Really A Wolf spending 84 weeks on the Billboard 200 and going certified 2x platinum with singles “What They Want” and “Losin Control.” In 2019, he was included in Forbes’ 30 Under 30 and released “IT’S ALL IN YOUR HEAD,” a best-selling inspirational book reminding us that success starts with you and belief in yourself. He recently became a New York Times best-selling author with the release of his second book “it was you all along.” In 2024, Russ featured in M. Night Shyamalan’s TRAP and will star in Maclain Nelson’s upcoming Don’t Move, written by James “Murr” Murray and Darren Wearmouth.
About Andreea Gleeson
Andreea Gleeson is the former Chief Executive Officer of TuneCore, Strategic Advisory to Believe, founder of AGA (Andreea Gleeson Advisory) and a leading innovator in the music industry. After years as an eCommerce pioneer, she joined TuneCore in 2015 as a member of the senior leadership team, rose to CEO in 2021, and has helped build TuneCore into one of the most dynamic and innovative companies in the music industry. Her support of independent artists has driven the implementation of leading-edge product & technology solutions and artist development programs, establishing TuneCore as the premier development platform for self-releasing artists. Since 2021, Andreea has been included in multiple Billboard Power Lists and, received numerous industry awards. Under her guidance as CEO, TuneCore was included in Fast Company’s list of the Most Innovative Companies in the music industry from 2023-2025.
Andreea Gleeson is the former Chief Executive Officer of TuneCore, Strategic Advisory to Believe, founder of AGA (Andreea Gleeson Advisory) and a leading innovator in the music industry. After years as an eCommerce pioneer, she joined TuneCore in 2015 as a member of the senior leadership team, rose to CEO in 2021, and has helped build TuneCore into one of the most dynamic and innovative companies in the music industry. Her support of independent artists has driven the implementation of leading-edge product & technology solutions and artist development programs, establishing TuneCore as the premier development platform for self-releasing artists. Since 2021, Andreea has been included in multiple Billboard Power Lists and, received numerous industry awards. Under her guidance as CEO, TuneCore was included in Fast Company’s list of the Most Innovative Companies in the music industry from 2023-2025.
About SXSW
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 inAustin, Texas, SXSW is known worldwide for conferences and festivals that celebrate theconvergence of technology, film and television, music, education, comedy and culture. Theannual event serves global professionals through sessions, showcases, screenings, exhibitions,and networking that consistently generates unexpected discoveries when diverse communitiescome together. SXSW 2026 runs March 12-18 in downtown Austin, preceded by SXSW EDUMarch 9-12. Learn more at sxsw.com.SXSW continues to connect creative communities around the world through its flagship event inAustin and SXSW London, which launched in 2025—reflecting SXSW’s commitment to fosteringmeaningful exchange across culture, technology, and creativity.SXSW 2026 is Driven by Rivian.
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 inAustin, Texas, SXSW is known worldwide for conferences and festivals that celebrate theconvergence of technology, film and television, music, education, comedy and culture. Theannual event serves global professionals through sessions, showcases, screenings, exhibitions,and networking that consistently generates unexpected discoveries when diverse communitiescome together. SXSW 2026 runs March 12-18 in downtown Austin, preceded by SXSW EDUMarch 9-12. Learn more at sxsw.com.SXSW continues to connect creative communities around the world through its flagship event inAustin and SXSW London, which launched in 2025—reflecting SXSW’s commitment to fosteringmeaningful exchange across culture, technology, and creativity.SXSW 2026 is Driven by Rivian.
NOTE FOR EDITOR / NOT FOR PUBLICATION
For interview requests or other inquiries, please reach out to Russ: Nico van der Woude, The Media Nanny, nico@themediananny.nl
Andreea Gleeson: Marcie Allen, MAC, marcie@macpresents.com
SXSW: Brett Cannon, Alex McClure, Janessa Bowen press@sxsw.com