SXSW Preview: J. Cole, The Weeknd, & A$AP Rocky

SXSW is here again. Music lovers retreated to Austin, Texas, this week for the industry’s biggest block party. In addition to bar hopping and chowing down on barbecue, festivalgoers will be treated to performances from music’s biggest stars and maybe even discover tomorrow’s next big thing.

In between dates on his “Forest Hills Drive Tour,” J. Cole will take over ACL Live at The Moody Theater on Saturday, March 21, with his Dreamville artists Bas, Cozz, and Omen.

The Weeknd will headline YouTube’s showcase on Thursday, A$AP Rocky will crash the Samsung Milk Music Lounge the same night, Mike WiLL Made-It promises a “lituation” at the FADER Fort, and Yeezus himself is expected to pop up somewhere in Austin.

Newcomers Willow Smith, Rae Sremmurd, and ILoveMakonnen will make their SXSW debut at the Hype Hotel presented by Feed the Beat.

Mazda has your access to the 10th annual event. Every time you tweet the #HypeON and #MazdaSXSW hashtags, you will be automatically entered to win a FastPass to skip the line and go directly inside Hype Hotel presented by Feed the Beat.

Be sure to keep it locked on for updates throughout the festival.

Brought to you by Mazda official automotive sponsor of #HypeON