South by Southwest returns today, 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 today, 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," starring Nicole Kidman; "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.

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.

Attendance numbers

You don't need a badge or wristband to experience the fun of South by Southwest.

Yes, but: Keeping up can be overwhelming. Here's a quick guide to the best free shows, parties and beyond.

Head to SXSW's official free events

SXSW officials recently announced a number of official free events, including concerts and a gig poster art exhibition March 11-13.

• You can find a lineup of free concerts at Auditorium Shores on Sunday from 3-7pm, with local artists like Sir Woman, Geto Gala and Pedal Steel Noah.

Find brand activations

Brands spend a lot of money to take over Rainey Street businesses and other venues around downtown.

• The so-called activations — like this year's Prime Video pop-up at Hotel San José, and FX's "Alien: Earth" experience — often include free music, food, drinks and other giveaways.

Stop by local venues and businesses

Plenty of local hotels, bars and music venues are hosting their own unofficial SXSW events.

• Check social media and event pages, but here are some to get you started:

Cosmic Saltillo: The East Austin coffee shop and cocktail bar is hosting a free showcase with music and a wellness market March 14-16. Plus, there's free yoga on the rooftop 9-10am each morning.

Hotel San José: The hotel's "South by San José" remains one of the most popular recurring free events each year. Enjoy music and shop from local vendors in the parking lot of the hotel and Jo's Coffee, March 12-16.

The bottom line: Check social media, assume you should RSVP and be prepared to pivot.

More free events

🚉 A bill filed in the Texas House would prohibit tax rate elections from funding multi-million-dollar projects. The bill could affect Austin's light rail project.(KXAN)

🏛️ Another measure in the House, co-authored by a majority of the chamber, would restrict the use of bathrooms by transgender people in public spaces. (Texas Tribune)

📚 Llano County and a former librarian reached a settlement in a wrongful termination case after she alleged she was fired for refusing to remove books from shelves. (Austin American-Statesman 🔒)

• "The Librarians," a documentary featuring the case, screens at SXSW tonight and tomorrow.

SXSW is back and so is our daily panel picker.

How it works: We highlight interesting panels, music showcases and movie screenings each day.

🍿 Hear from the creators of Showtime's psychological thriller "Yellowjackets" as they discuss Season Three and what's next for the show. 4-5pm in the Austin Convention Center, Room 16AB.

🎤 Catch an exclusive career retrospective with actor Kevin Bacon from 2:30-3:30pm at the convention center, Ballroom EF.

🌙 Meet the astronauts going to the moon with NASA's Artemis II, which will test the systems needed to establish long-term infrastructure for human lunar exploration. 11:30am-12:30pm at the convention center, Ballroom EF.

🎨 Check out Dubai's Museum of the Future, a five-day lineup of events and panel discussions, 10am-7pm.

Midwest House 2025 at SXSW from Mar 7-10: Join Midwest House in Austin at 315 Lavaca St. during SXSW to connect with innovators and creatives that defy rustbelt expectations.

Hosting an event? Email [email protected].

Answer these questions — all pulled from this week's newsletters — correctly, and you might win a vaunted callout in our Monday newsletter.

• Just reply to this email.

1. Austin is hiring lifeguards for the summer swim season. What's the minimum age?
2. President Trump recently declared English the U.S.' official language. What's the third-most common language spoken at home among Texans?
3. The federal government has set a 95% measles vaccination target among kindergartners. In the 2023-24 school year, was the rate for Austin ISD kindergartners above or below 85%?