There’s a homegrown reason to venture up I-35 to enter the fray of SXSW 2026 — namely, San Antonio is all over this year’s installment if the multimedia music and tech festival.
Los Juanos, Vanita Leo and mypilotis — all official SXSW artists — are playing for industry insiders at badged events during the festival.
However, there are also plenty of free unofficial showcases, no badge required. The most obvious example is a showcase called ¡Ay 35 Fiesta Eterno! at the The White Horse (500 Comal St.) on Saturday.
“San Antonio is taking over Austin!!” the Instagram flyer states.
The lineup for the free extravaganza is nothing but San Antonio heavy hitters, including Girl in a Coma, Garrett T. Capps & NASA Country, The Hickoids, Los Juanos, Lonely Horse, HoneyBunny and The In & Outlaws. The party goes from noon to 6 p.m. at the East Austin honky tonk.
Other showcases will also feature a smattering of San Antonio bands, including Peelander Fest on Sunday, which features local act mypilotis. Also free, that showcase will take place noon-6 p.m. Sunday, March 15, at Zilker Brewing, 1701 E 6th St.
Los Juanos will also appear on the Sagebrush (5500 S Congress Ave.) stage on Sunday for a benefit showcase and crawfish boil with free music and food all night. The charity event benefits Hungry for Music. Bring an old instrument to donate and give it new life. Doors at noon, and Los Juanos go on at 9 p.m.
Consciousness-raising hip-hop artist MexStep is also playing a free day party at Hotel Vegas (1502 E 6th St.) on Wednesday March 18 joined by solid cumbia players from around the state. That party runs 2-7 p.m.
Grocery Bag, whose vocalist-guitarist Bella Martinez is from San Antonio, is playing a whopping 13 SXSW shows in the coming week.
Other San Antonio-tied bands and artists in the lineup include Luna Tropical, Night Ritualz, Guy Vincent, Ryley Hall, Sonora Hechicera, JP McCabe, Sgt. Remo and more.
Meanwhile, some San Antonio music promoters, such Vinilious, are also presenting official showcases at SXSW.
Now go show Austin how it’s done, San Antonio. Bonus points if you can make the crowd chant “otra” instead of “one more song.” Then we’ll know we have truly infiltrated.
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