“It’s definitely becoming an institution,” The Roots’ Black Thought tells Billboard. “It’s something that’s just completely different from the other sort of jam sessions that we do. We’re no strangers to the jam sort of format, but what we curate at South By Southwest has rolled into a unique situation.”

Black Thought, lead to The Roots, was recently dubbed no. 1 freestyle of 2017 after this amazing 10-minute masterpiece he kicked at New York’s HOT 97.

Billboard also adds, this year’s venue is twice as large as its predecessors, and will feature food from Impossible Burger.

Since Bud Light is also SXSW’s official beer sponsor, the Anheuser-Busch brand will be unveiling a series of limited edition Austin-themed aluminum bottles designed by local artists Zuzu Perkal and Heath “Mouf” Speakman, which are available in Austin all March. Guests will also enjoy cashless purchases during the show via FastBar.