Photographed by Jay Tovar.

17 Hypnotic Pictures From SXSW’s Coolest Showcases

It was lit

A lot goes on during SXSW. Like, so much so that no matter how many things you RSVP to, it's impossible to attend them all. We happened to throw not one, but three epic events this year. We've already brought you inside our SXstyle blowout. Not a week later, we took over Vulcan Gas Company with Dream Hotels VIP at The Fool’s Gold Showcase. With Austin's East 6th Street already poppin', the mood inside was lit way up. The following night, we partnered with Neon Gold Records for its Neon Golden Showcase. Though a massive thunderstorm threatened to shut the party down, the Empire Control Room & Garage managed to make it work—even after the rain re-opened the outdoor stage. (Thank them architects for that one indoor stage, right?) Check the gallery below to relive the madness and magic. Leave it to SX to keep it weird.

Photo by Peter Maiden.

BOSCO turning up at Fool's Gold Showcase.

Photo by Peter Maiden.

Fool's Gold'ing with Michael Christmas.

Photo by Peter Maiden.

Dream Hotels VIP at The Fool’s Gold Showcase swag was very, very necessary.

Photo by Peter Maiden.

Red light's alright, Cousin Stizz.

Photographed by Jay Tovar.

Oscar and the Wolf.

Photographed by Jay Tovar.

The crowd went wild.

Photographed by Jay Tovar.

Tigertown's glory.

Photographed by Jay Tovar.

Just dance.

Photographed by Jay Tovar.

Honestly, so happy to see a sea of faces (mostly) not glued to their phones.

Photographed by Jay Tovar.

Vallis Alps, y'all. Get into it.

Photographed by Jay Tovar.

Literal magic.

Photographed by Jay Tovar.

We see your Solo cups and raise you some fancy ones.

Photographed by Jay Tovar.

Gryffin is a magical creature, musical prodigy. 

Photographed by Jay Tovar.

Like, how cool is this?

Photographed by Jay Tovar.

Ladies, gents, and everyone in between, Jack Garratt.

Photographed by Jay Tovar.

Talk about a showcase.

Photographed by Jay Tovar.

Till next year!