MARCH 15-18 2016 | AUSTIN, TEXAS

For SXSW 2016, Universal Music Group took over the JW Marriott hotel for MUSIC IS UNIVERSAL, transforming the Grand Ballroom into an atmospheric concert venue for a multi-day run of music showcases.

Headline acts RYAN ADAMS & THE SHINING and the AVETT BROTHERS were followed by two days of rapid-fire new artist showcases featuring standout performances by DNCE, BANNERS, NIYKEE HEATON, BJ THE CHICAGO KID and VINCE STAPLES.