Michelle Obama is no stranger to South by Southwest. In 2016, she delivered a powerhouse music keynote alongside Missy Elliott and Queen Latifah, and we can reasonably expect another powerhouse address when she returns to SXSW on March 13.
This time, it’s personal. The former first lady and bestselling author will sit down in conversation with her brother, Craig Robinson, to unpack the values that shaped them: family, resilience, and leadership. Their conversation promises an intimate glimpse into the upbringing that fueled Obama’s global impact and Robinson’s own leadership in sports and education.
Obama’s Austin legacy is undeniable. In 2016, she used SXSW to amplify the power of music in social change. In 2019, she packed the Erwin Center while on tour for her bestselling memoir, Becoming, which went on to win a Grammy Award.
Craig Robinson, a leader in his own right, currently serves as executive director of the National Association of Basketball Coaches and hosts the Higher Ground podcast Ways to Win.
“Michelle Obama has long been an inspiration to us at SXSW and to millions of people around the world,” said Hugh Forrest, SXSW president and chief programming officer, in a Wednesday morning press release. “Her belief that we lift each other up by sharing our stories with one another is a core part of the SXSW experience and a key catalyst in helping creative people achieve their goals.”
This morning’s announcement also touted a few more last-minute speakers to the 2025 SXSW Conference, including Severance creator Ben Stiller, Metallica drummer Lars Ulrich, Apple Music’s Zane Lowe, and activist/Rage Against the Machine guitarist Tom Morello.
Stay on top of all of the Chronicle’s SXSW 2025 coverage at our SXSW hub.
This article appears in February 28 • 2025.
