Yesterday saw the musical offerings at the acclaimed South By South West Festival take over the event's outstandingly large schedule.
Think less Google Glass and Skype discussions, more skinny jeans, raw feedback and erm, Coldplay as six days of audio bliss are now in full swing. From some of the most commercial names in the industry - attendees with the right phone and app were able to 'Watch The Throne' last night, to unsigned artists looking to make their big break. The festival is still asserting itself on the music map despite its ever-expanding range of media based events.
Whilst attempting to grasp SXSW's line-up isn't quite as comparable to simply mulling over a Reading & Leeds poster, we've picked out a few of our favourite artists playing, along with a few uprising acts that we'd make that extra effort to catch before they're whisked away to future stardom:
Cyril Hahn
The remix master and producer extraordinaire continues to impress as one of many talented artists flying PMR's flag. Regularly fuelling the Murdock office on a Friday afternoon, we wouldn't miss his set for the world.
Kurt Vile
Simply put, Kurt Vile has slowly and quietly become one of the great American guitarists and songwriters of our time. If that's not convincing enough then trust us to just put him on and absorb.
Chet Faker
Fusing acoustic song writing with an electronic soul, Chet Faker's glorious blend of influences instantly demands your attention. When listening through a speaker you find yourself grasping at every tone, let alone if he were to be stood on a stage right in front of you.
Cloud Nothings
Dylan Baldi's basement rock project has gone from strength to strength over the past few years, gaining more members whilst maintaining their authentic sound. With an intense and raw live show to match the energy levels of the music on record, this young band should be attracting crowds in their masses.
Warpaint
Having recently released their highly anticipated new album, the Warpaint girls continue to hypnotise and captivate audiences in their own unique way. If you're looking to be dazed and blown away, this would be the right way to go.
Machinedrum
Hailing from Brooklyn, Machinedrum has produced some incredible electronic music that's actually befitting of London's urban landscape and continues to impress. Having produced for over a decade, he earned his place at the forefront of electronica.
The Beaches
The new all-girl band on the block look set to capitalise on a successful 2013 and continue to expand on an already passionate fan base.
Waylayers
One of the UK's brightest young bands, Waylayers create fantastic atmospheric pop that fuses elements of electronica and indie-rock. Another Murdock office favourite.
Broken Bells
The duo of Brian 'Danger Mouse' Burton and The Shins' James Mercer made waves with their debut album and continue to impress having recently released their sophomore. Two great talents in music working together should always sound this accomplished.
Chlöe Howl
Receiving critical acclaim throughout the past year, Miss Howl's name is becoming unavoidable. We first took note of her at last year's Great Escape and her lively synth pop is sure to continue to earn its fans.
Kelela
Cut 4 Me, Kelela's debut mixtape has been described as 'a synthesis of pop and the underground, songs equally at home in the club as in the bedroom'. Her diverse range of influences and natural vocal talent combine to produce perfect contemporary R&B.