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:
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 on Thursday night before giving a keynote speech Friday morning. It’s been a tough year for the pop provocateur, and SXSW offers her a chance to restart the conversation.
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