Claudette Godfrey is a born and bred Austinite. She went to the University of Texas, got a job with South by Southwest (SXSW) in 2006 while still a student, and she’s still there today. Over the last nearly two decades, she’s worked her way up from a volunteer to her current position as Vice President of Film & TV for the iconic festival. She’s spent the better part of the last 20 years championing boundary-pushing stories, discovering emerging voices, and shaping SXSW into a launchpad for some of the most exciting projects in film and television today.
In our interview with Claudette she reflects on her journey at SXSW, the festival's evolution and her vision for its future. From groundbreaking premieres like Everything Everywhere All At Once to championing hidden gems that surprise and delight audiences, she opens up about the secret sauce of SXSW, the challenges of curation, her passion for celebrating creativity in all its forms and what she’s excited for this year’s festival which will take place March 7-15.
You’ve been with SXSW for a long time! What do you enjoy most about working with SXSW?
It's incredible to think this is my 20th SXSW! I started as a crew manager and intern before landing my first paid position while still in college. The thing I love most is our team's spirit - we're all passionate about creating the best possible experience for our audiences. Discovering and elevating work we love is incredibly rewarding, and the creative energy here is truly special.
The festival has changed a lot in the last 20 years. What have you found to be the biggest change?
The technological evolution has been remarkable. We've moved from opening packages of VHS tapes and projecting 35mm prints to being fully digital - from submissions to exhibition. This has made filmmaking and festival submission more accessible for everyone. We are always focused on the future, and know we always have to be adaptable, and accept nothing stays the same.
You’ve had some big premieres at SXSW in recent years, Booksmart (2019), Introducing, Selma Blair (2021), Everything Everywhere All At Once (2022), Civil War (2024), can you talk about what you’re excited to see this year? (this won’t be out until Feb 27)
I'm thrilled about our 2025 lineup! The Studio and We Are Storror will surprise and delight audiences, while The Makings Of Curtis Mayfield, directed by H.E.R., offers unprecedented insights into the iconic musician. We've got Holland with Nicole Kidman and Gael Garcia Bernal, Death Of A Unicorn with Paul Rudd and Jenna Ortega, and the visually stunning Ash directed by Flying Lotus. I encourage everyone to explore beyond the headliners - there are incredible films across every genre waiting to be discovered.
How many film submissions on average do you receive each year and how do you decide what makes the cut?
We typically review between 7,500-8,500 submissions annually across all our sections. Every project is watched by multiple programmers, and the most compelling work rises to the top through team discussions. We pride ourselves on discovering emerging talent and championing original voices across all genres. It's not just about star power or budget - we're looking for authenticity and that special quality that makes audiences say, "Wow, I've never seen anything quite like this before."
How many hours do you estimate you and your team spend watching submissions?
If one person watched every submission back-to-back, it would take about 196 days without sleeping, eating, or bathroom breaks! Thankfully, we have an incredible programming team that divides and conquers, but we're basically watching submissions for six months straight.
How many films do you accept each year?
We present over 200 projects annually across our program, including features, TV premieres, shorts, music videos, independent pilots, and XR experiences. The exact number varies based on runtime and venue availability.
On the TV front, SXSW audiences have been the first in the world to experience Ramy (2019), Beef (2023), 3 Body Problem (2024). How is your TV show vetting process different from film?
The core focus remains the same - we're looking for compelling storytelling that will resonate with our audience. The main difference is considering how series build their worlds and sustain their narratives across episodes. But whether it's film or TV, we're drawn to original voices taking creative risks.
Why is SXSW a great place for a film (or TV show) to premiere?
SXSW offers creators an unmatched launch pad where film, TV, music, tech, and culture converge. Our passionate audiences are known for their energy and enthusiasm, and the festival's timing and Austin location make it perfect for launching projects. Because SXSW brings together innovators from multiple industries, premieres here get a uniquely electric energy.
What are you most proud of during your tenure at SXSW?
The collaborative spirit of our team. We each have individual perspectives, tastes, and expertise, but we share this absolute dedication to discovering and championing emerging voices. Watching how our festival has grown while staying true to that mission is incredibly rewarding.
What’s been one of your biggest challenges in your job?
One of our biggest challenges - which is also what makes SXSW special - is finding the right balance across multiple dimensions. First, there's the art of curation itself - we're looking for films and shows that not only excite us personally but that we know will resonate with our adventurous SXSW audiences.
Then there's the operational side - coordinating hundreds of screenings across nine days while making sure every filmmaker and project gets the attention they deserve. And of course, we're part of this amazing convergence of events - the Film & TV Festival runs alongside our Conference, Music Festival, and Comedy Festival. Making it all work seamlessly takes incredible teamwork across the company.
But honestly? That's also what makes SXSW magical - all these different creative industries coming together in unexpected ways. The challenges lead to incredible moments of discovery.
What is your vision going forward?
To keep evolving with the industry while maintaining that special SXSW spark. We want to continue being a place where boundary-pushing storytellers can find their audience. That in-person connection is more meaningful than ever.
What’s a goal for this year?
Creating more opportunities for our filmmakers and creators to connect with each other and our industry guests. The networking and community-building that happens at SXSW can be just as valuable as the screenings themselves.
What are some things you enjoy doing outside of your job?
I'm a total water baby and love spending time outside. When I'm not at screenings, you might find me in my hammock with my number one best friend, my dog Pickle, practicing meditation, or jumping on a trampoline. Though honestly, I'm a ravenous consumer of stories - film, TV, podcasts, it follows me everywhere
Do you think you’re a SXSW lifer, or is there another dream job out there you aspire to try one day? Maybe make a film yourself?
I'm a firm believer in staying present - as the Buddha says, "The past is already gone, the future is not yet here. There's only one moment for you to live, and that is the present moment." Right now, I'm focused on being a cheerleader for our amazing SXSW filmmakers. Being a filmmaker requires deep passion and almost "obsessive" dedication - that's how my staff might describe how I feel about SXSW! So I guess maybe I'm a lifer?!
Inside the 2025 TV/Film Lineup
There are 96 features in the 2025 SXSW Film & TV program! This includes 82 World Premieres, 3 International Premieres, 3 North American Premieres, 2 U.S. Premieres, 6 Texas Premieres + 57 Short Films and 18 Music Videos. The TV Program includes 16 TV projects, with 5 TV premieres, 4 TV Spotlight, and 7 Independent TV Pilots.
Among those 96 features are many marque names that will be descending upon Austin for the red carpet premieres. Apple TV’s The Studio, starring Seth Rogen, who also serves as showrunner, writer, director, and executive producer alongside Emmy Award-nominee Evan Goldberg, is the festival’s opening night TV premiere.
For films, Ben Affleck is back in The Accountant 2, there’s Holland, starring Nicole Kidman (who seems to be the most prolific woman in Hollywood in the last couple of years!), Death of a Unicorn starring Paul Rudd and Jenna Ortega and Kate Mara stars in both The Astronaut alongside Laurence Fishburne and Gabriel Luna and The Dutchman with André Holland and Zazie Beetz.
Check out https://www.sxsw.com to explore the full lineup.