South by Southwest (SXSW) is an annual event that brings together film, media, technology, and music festivals, along with conferences, held simultaneously in mid-March in Austin, Texas. The festival began in 1987 and has grown both in scope and size every year, making it one of the largest professional festivals in the world today. In recent years, the Iceland Music Office, in collaboration with Iceland Airwaves, has hosted an Icelandic "showcase" at the festival.