South by South-West or SXSW if you prefer, is the legendary festival taking place in Austin Texas.
It has a reputation for wild music shows which helped launch everyone from Florence and the Machine to Billie Eilish to The White Stripes, as well as a film programme which premiered films like The Cabin in the Woods and Bridesmaids (Bill Murray once famously started serving drinks behind the bar at one venue), and talks across business, politics and tech by the likes of Barack Obama and Mark Zuckerberg.
