For three decades, the annual SXSW Festival has been rooted in discovery and innovation – be it new technologies, music, art, films, brands, burritos and beyond. This year, ’47 is joining Texas A&M University, a top international institution, in their activation that keeps this theme alive during the 2017 SXSW Interactive Conference.

It wouldn’t be SXSW –– or Austin, Texas –– without ample live music and culture, so ’47 is thrilled to help inject these elements into the Texas A&M House, as the University’s sports lifestyle partner.

In their takeover of the eclectic Hotel Van Zandt off Rainey Street, Texas A&M will host the ’47 x FADER Sessions – a showcase of seminal music talent from a range of genres. By tapping into The FADER gurus, we were able to curate groundbreaking, discoverable new artists in the space, who will perform live sets in front of a science-experiment-like backdrop. Here’s the deets:

Sunday 3/12: Little Simz, Jacob Banks, & Bayonne

Monday 3/13: How To Dress Well, Jamie Isaac, & Tasha The Amazon

Tuesday 3/14: A Boogie Wit Da Hoodie, Topaz Jones, & Goon

’47’s premium headwear and apparel, exclusive to the Texas A&M House, will also be available, featuring aesthetics that celebrate this collaborative energy in the live music hub that is Austin, Texas.

The founders of ’47 infused an entrepreneurial spirit into our brand, always encouraging innovation and passion whether it’s your craft or personal style. Music, and its connection to culture, can be one of the most powerful outlets for expressing yourself.

The ’47 x FADER Sessions are open to the public but space is limited. If you’re in town, come on by or stay put and follow the action live on Snapchat: fortyseven.

View our highlights from Austin and hear from the artists themselves: