It’s not that South by Southwest takes over Austin — downtown Austin becomes SXSW for nine days in March 2019. Music, art, interactive, panels, comedy, and movies all vie for your attention span. Let’s put it this way :
You could skip media for a year, come to Austin for the week, and still come out ahead on pop culture.
Essentially, The SXSW Music Festival invites artists, industry professionals, and fans from all over the world to Austin, Texas for a week to attend performances by iconic artists, make professional connections, elevate their musical careers, and discover the next wave of musical talent. This year will mark the 31rst anniversary of the Festival :
For more information: https://www.sxsw.com/festivals/music/