This year SXSW turns 30, and over the past three decades, the homegrown festival has grown into a multi-faceted, 10-day extravaganza.
In honor of its legacy, we look at the things we love about SXSW right now.
It literally takes over town
Take this giant Ferris wheel, for example, that popped up in downtown Austin for the Mr. Robot television show.
Legends make appearances
Willie Nelson headlined the first night of Spotify House, a popular party known for attracting hipsters. The fact that the Red Headed Stranger is still rocking SXSW is one of our favorite aspects of the festival.
Austin becomes comeback city
The festival is a magnet for comebacks, reunions, and noteworthy appearances, like Tracy Morgan, a buzzworthy addition to the Funny or Die SXSW party.
Weird things happen ...
Like Chromeo DJing a SoulCycle session at Spotify House (try saying that five times fast).
Celeb-spotting becomes a game
SXSW brings out different sides of festival-goers — including celebrities. Here, Elijah Wood DJs with Wooden Wisdom at the Flood Magazine party.
All genres are welcome
Country badass Kacey Musgraves played the Spotify House, a stage that also hosted the likes of Miguel, Tory Lanez, and Jack Garratt.
In addition to official SXSW programs, pop-ups and parties like Funny or Die's takeover of the Historic Scoot Inn add big names like Hannibal Buress to the mix.
You can see your new favorite band again and again
Top talent pops up all over the place during SXSW, like this laid-back set from Chvrches at KGSR's early morning broadcast.
So many day parties
Vince Staples, one of our must-see SXSW acts, played to a huge crowd during this Spotify House day party.
Austin brands get major love
Austin Beerworks created the "official beer of March 11-20" for festival-goers. It's a win-win: Austin businesses get boosted by the crowds, and out-of-towners get a taste of our favorite products.