South By Southwest and the surrounding unaffiliated hoopla have slipped into hyperdrive as the music portion of the annual conference and festival opens this week.
Kanye West and Jay Z have announced they’re headed to Austin, Texas, the cherry on top of a gloriously all-over-the-place gathering that also will feature Lady Gaga as a keynote speaker, Lil Wayne as an interview subject and 2,000 other acts vying for attention in the midst of the frenzy.
And there are still more surprises to come. Trust us.
Here are five things to look for in Austin -- besides a great enchilada:
n Goo-goo for Gaga
No one creates a spectacle like Lady Gaga and she’s got her monster claws all over two days of the conference. She’ll perform at the relatively intimate Stubb’s tonight before giving a keynote speech Friday morning.
n Hip to the hop
Hip-hop will again be a dominant force at SXSW as it has been for the last few years. There are so many rappers worth seeing it’s impossible to list them all. A few: Kanye and Jay Z together, Kendrick Lamar, Lil Wayne, Rick Ross, Nas, 50 Cent, Tyler, the Creator, Earl Sweatshirt, 2 Chainz, Future, Action Bronson, Childish Gambino Š and don’t forget ScHoolboy Q, who takes a victory lap in Austin after his new album opened at No. 1.
Break out those hole-y jeans and fly that flannel, Soundgarden’s going to party like it’s 1994 on nostalgia night at the iTunes Festival.
n Time for ‘Recess’
Grammy Award-winning DJ and producer Skrillex, one of the most identifiable faces in the electronic dance music world, will be previewing new music as he kick-starts his album launch for "Recess" in Austin.
n Go find it
There are more than 2,000 chances to hear something cool in Austin. Wade through all the pop stars and publicity stunts and at its heart SXSW is still about discovery and falling in love with emerging bands and sounds.