As the Interactive portion of programming came to a close and the music portion took off with an almost literal bang, parties filled Austin, Tex., and spilled out into the streets.
Google Play Music hosted a party and performance with rappers SremmLife Crew, a group from Rae Sremmurd, a 2015 Billboard Music Award nominee for top rap artist.
The crew came to The Blackheart to perform and have a game night with the likes of Kehlani (a 2016 Grammy nominee for Best Urban Contemporary Album), singer Andrew Watt and Ceelo Green’s DJ Britney Sky.
After a few rounds of beer pong, they were joined by a group of fashion bloggers who were in town for the week, hosted by Los Angeles-based e-commerce company Revolve, including Aimee Song of Song of Style, Dani Song, Danielle Bernstein of WeWoreWhat, Eleanor Calder and Camila Coelho.
It was Aimee Song and Coelho’s first time at SxSW.
“For fashion people,” Song said, “it’s still somewhat new.”
During their visit in Austin, they’d made time to try the food — especially the TexMex — and found the people to be warm. They also got a chance to go horseback riding and to practice archery — oh, and caught some shows.