What It's Like to Sleep on a Beautyrest Bed Alongside 150 Strangers During an 8-Hour Music Performance

Composer Max Richter brings Sleep to SXSW

Music has been an integral part of the South by Southwest experience dating back to 1987 when the festival debuted. Legendary names from Johnny Cash to Willie Nelson and The B-52’s have taken the stage at the Austin, Texas, festival over the years, and this year will be no different (SXSW Music officially kicked off Monday). But this year, the festival also featured a new kind of performance.