Austin’s biggest music festival has added auxiliary showcases and attractions since its inception in 1988. Starting in 1994 they included a SXSW Film and Multimedia Conference—the following year it was divided into two separate events—and since then they’ve added comedy and technology components. In 2010, SXSW added a Gear Expo for gearheads to swarm the halls and try out new toys from industry stalwarts like PRS and Seymour Duncan to the local companies like Moniker Guitars and Square Amps.