South by Southwest (SXSW) is an annual set of film, interactive media, and music festivals and conferences that take place in mid-March in Austin, Texas, United States. It began in 1987, and has continued to grow in both scope and size every year. In 2011, the conference lasted for 10 days with SXSW Interactive lasting for 5 days, Music for 6 days, and Film running concurrently for 9 days.