SXSW: Six things to know about this year's festival in Texas

Now in its 30th year, SXSW is a big showcase of music, film and tech.

For 10 days, the city of Austin in Texas is transformed into a hive of noise, gadgets and chatter.

Bars on sixth street in the downtown area are packed out with thousands of bands and artists taking their turn to perform.

While most of the festival is dedicated to new talent, this year's big names have included Sia, Iggy Pop & Josh Homme and Chvrches.

As well as the music, much-hyped films are premiered and new tech is shown off.

There's so much going on it's hard to keep up - but here are six things you need to know about this year's festival.

1. The Obamas rolled into town

The President is in town

This year, both President Barack Obama and his wife are speaking at the festival.

The US president gave a keynote speech on the opening day in which he spoke about the importance of start-ups and the tech industry in America.

He's the first acting president to speak at the event.

On Wednesday, it's the turn of his wife Michelle as she takes to the stage to talk about her Let Girls Learn project.

2. Sausages are funny… and rude

Seth Rogan answering questions

Seth Rogen's Sausage Party was premiered at the festival - despite not even being finished.

The animated movie tells the story of a group of supermarket foods on a journey of discovery and features the voices of Rogen, Edward Norton, Kristen Wiig, Jonah Hill and Paul Rudd.

But Disney Pixar this is not.

It's the opposite - rude, crude… and very funny.

The final 10 minutes are so rude we're not even sure the sequences will make it into the final cut. Unsurprisingly, the raucous audience in the cinema loved it.

Seth Rogen himself introduced the film and said: "It was finding someone to agree to say, 'Yes, I will give you money to make that movie.'"

3. Grime is flying the flag

Stormzy flying the flag for the UK

The current head of music for Radio 1, Chris Price, recently said that grime would be Britain's next big cultural export.

So - perhaps naturally - both SBTV and BBC Radio 1Xtra are at SXSW to showcase the best of British grime.

Stormzy and Section Boyz are among those showing the US how it's done.

4. Get ready for the headsets

Virtual reality taking centre stage at SXSW

VR is everywhere. It's hard to turn anyone in SXSW without bumping into someone wearing a headset.

Walking through the trade fair, you notice that many of the big companies have been using virtual reality to enhance their products.

Even a well known shaving firm had people queuing up to have a go on their VR rollercoaster.

Vlogger Steve Zaragoza told Newsbeat: "It really seems like this virtual reality stuff is really taking off, literally every booth has something to do with it."

5. Hello America

Dua Lipa is in Austin showcasing new material in 2016

SXSW offers a chance for emerging British artists to show their American peers what they're made of.

Declan McKenna, Lapsley, Frances and Dua Lipa are just some of the UK acts showcasing their work in Austin this year.

As well as flying the flag for the UK, their performances mean they can be seen by US tastemakers.

That means potential radio play, streams, interviews and the chance to be named "the next Adele" or "the next Ed Sheeran" by American radio hosts.

For 17-year-old Declan McKenna, SXSW marks the first time he's ever been in America.

He spoke to Newsbeat before his gig at the British Music Embassy showcase.

"If anything's important for this festival then it's the experience, meeting people and playing so many shows in such a short space of time."

6. The future of cinema

Many film professionals have been discussing an idea from Napster founder Sean Parker which is set to ruffle feathers in the cinema world.

His Screening Room company wants to rent films to people in their homes the same day they are released in the cinema.

Some filmmakers say it means more people will watch their movies. Critics say it will affect cinema revenue and increase piracy.

Speaking at SXSW, Star Wars director JJ Abrams backed the idea saying it would be beneficial for cinemas.

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