SXSW at Austin Convention Center

South by Southwest (SXSW) uses the Austin Convention Center for numerous official conferences, showcases, and film screenings during the multi-week festival each March. Performances, talks, and film premieres held at the Convention Center regularly produce clips and moments that spread widely on social media and in music/film press. The Convention Center's central downtown location makes it a focal point for festival activity and viral coverage. SXSW is organized by SXSW LLC and attracts international media attention.