What to know about South by Southwest
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SXSW, in its 39th year, returns to Austin March 7-15. Photo: Frazer Harrison/Getty Images for SXSW
South by Southwest returns Friday, taking over Central Austin with concerts, movie screenings and celebrity interviews across the city.
Why it matters: For nearly four decades, the 10-day festival and conference has been a launchpad for scrappy startups securing game-changing investments, indie bands catching the ears of major labels and filmmakers premiering projects.
- It's also the most hectic time of the year for the city, bringing in tens of thousands of visitors. The busiest days in the Austin airport's history have historically fallen before and after SXSW.
Here are some highlights in this year's lineup.
🍿 Watch: Blake Lively and Anna Kendrick's "Another Simple Favor" — the sequel to "A Simple Favor" — is sure to be packed with attendees for the world premiere Friday from 5:30-7:30pm. Lively's SXSW appearance has generated plenty of headlines in the midst of legal disputes with "It Ends With Us" director Justin Baldoni.
- Other buzzy premieres include "Holland," with Nicole Kidman and Matthew Macfadyen; "The Makings of Curtis Mayfield," from Grammy-winning musician H.E.R.; "Seen & Heard," from executive producer Issa Rae; and "On Swift Horses," featuring Daisy Edgar Jones and Jacob Elordi.
- Apple TV's highly anticipated show "The Studio," starring Seth Rogen, will premiere Friday at 9:15pm at Paramount Theatre.
🎶 Listen: Big names to this year's music lineup include Benson Boone, Band of Horses, Megan Moroney and Ivan Cornejo.
✏️ Learn: The conference lineup now includes former first lady Michelle Obama and her brother Craig Robinson, along with Ben Stiller, DJ Zane Lowe and entrepreneur and venture capitalist Bryan Johnson.
- This year, organizers have added two days of quantum computing-related programming at the end of the tech track.
- Festival organizers say this year is a return to media promotions, or so-called activations, with Vox Media's podcast stage, along with iHeartPodcast Awards.
Between the lines: SXSW attendance numbers have yet to return to pre-pandemic levels, and organizers tell Axios this year's attendee figures will remain consistent with that trend.
What we're watching: For the first time in years, SXSW and spring break for most Central Texas schools aren't aligned.
- That could spell trouble for the festival because it heavily relies on college students to volunteer, although SXSW co-president Hugh Forrest tells Axios he's not too worried.
- Plus, traffic could be even more of a mess with schools in session.
If you go: It's not too late to buy a badge or wristband, and there's plenty of free programming and music around town.