“If you play music with passion and love and honesty, then it will nourish your soul, heal your wounds and make your life worth living. Music is its own reward.” – Sting
While SXSW has the undeniable status as the launching pad for music's hottest new acts, rap has long been under-represented on official SXSW stages leaving the door open for independent showcases to shine the light on the genre's next mega-stars.