SXSW is notorious for more than just bringing exciting headliners of the music and movie world. It is also infamous for holding its cards as close to the vest as it can for as long as it can. That means that keynote speakers can be announced as close to the event as a week and change before the beginning of the festival. And parties and activations can be even more closely guarded and later released. Therefore, we feel it important to update you on the latest about SXSW 2016.

Big News

If you have been keeping up with SX60, you know this story broke a few days ago, but SXSW has now graduated to the big time, attracting a sitting United States President and the First Lady to do separate SXSW keynote addresses. Despite the vocal outcry on social media of what this might do to an already congested Austin traffic situation, the message is clear – SXSW is now a validated cultural trendsetter, endorsed to the highest level of power and influence. If you can get into either of these sessions, it will, undoubtedly, be “must-see” viewing.

A Fest Within a Fest

Samsung, which has had a more-than-significant presence at SXSW for the past five years or more, returns to SXSW with more a hurricane than a splash. Announcing just today they they’ll be hosting a festival unlike no other, featuring popular hip-hop acts, Lil Wayne and 2 Chainz, as well as the legendary Public Enemy, they’ll be occupying the space they left a stamp on at SXSW 2015 (when they invited Hot Chip, Alex Winston and Iggy Azalea to tear the roof off the space). Certain to be the biggest unofficial SXSW event, updates can be subscribed to at galaxylifefest.com and the party is sure to be as epic as the Galaxy Life implies. Interestingly, the fest will be during SXSW Interactive, though it is inviting some of the most sought-after musicians. Owners of the Samsung Galaxy S7 or S7 edge will get an all-access pass to all three days and will enjoy the lion’s share of bragging rights.

A SXSW Tradition

There’s a known entity of SXSW since 2007, Rachael Ray’s Feedback party, held at Stubb’s, should be unleashing their much-coveted RSVP information soon. Fans line up for hours in the breaking dawn to be the first ones in to try the food and drinks (which have been refreshed from year to year, with new offerings and exploratory mixes, always delightfully), as well as partake in a carefully curated artist list that introduces new bands and welcomes old favorites with equal enthusiasm and support. It’s now a well-respected tradition to hang out at Stubb’s on the second Saturday of SXSW and have more stories to take home than you could possibly expect (like the time we danced with Matthew McConaughey in the rain or the time Rachael Ray herself was plating food just moments before the doors opened). Get ready, SXSW. It’s coming.

Perez Hilton Takes Over In Style Again

Just announcing the first band of his star-studded annual event to benefit VH1’s Save the Music Foundation, Perez Hilton will take over ACL Live at the Moody Theater again this year, in the heart of SXSW’s music schedule. One need not have a SXSW Badge to purchase a ticket (although badges and wristbands are invited to attend), so pick up your tickets today and watch as a lineup – that has previously included such names as Snoop Dogg, Hole, Katy Perry, Marina and the Diamonds, N.E.R.D., Timbaland, Robyn and infinitely more – grows into a groundswell of enviable proportions. In years past, the anticipation and lineup reveal have proven to be as enjoyable as the event itself. Keep your eyes on his site as SXSW nears and get your tickets soon!