For the first time in 34 years, the show at South by Southwest will not go on.

South by Southwest is only a week away, and it's still getting bigger. After announcing the world premiere of the eagerly-awaited The Green Knight and new speakers like Hillary Rodham Clinton and Adam Schiff, now the conference has added NASA, RZA, and Eric Andre.

Last year, SXSW and Austin-based digital media outlet Texas Tribune collaborated on Conversations About America’s Future, a two-day mini-fest within the fest notable for hosting a gaggle of presidential candidates.

So SXSW made its first announcement for film, so you've had your headliners and competition titles, with the normal array of talent and titles Now it's time to get dark, experimental, and immersive with today's wave of Midnighters, VR projects, and short bite stories.

Fire up the '67 Chevy Impala, 'cos the Winchester boys are coming to town. SXSW has just announced that Misha Collins, and Austin's own Jared Padalecki and Jensen Ackles will be part of a Supernatural retrospective panel at the festival this March.

Dating app visionary Whitney Wolfe Herd will return to South by Southwest in 2020, this time as a keynote speaker. The CEO and founder of Bumble, considered one of the most influential women in tech, won’t have to travel far — she's lived in Austin since 2014.

Cross-creative industry conference South by Southwest, which holds its 34th gathering March 13-22 next year, has just announced iconic Sonic Youth bassist and visual artist Kim Gordon and former Nintendo of America COO and President Reggie Fils-Aimé as the first keynote speakers.

I went to a thing at SXSW this year.

Ask the average passer-by what a “gamer” looks like, the picture that will form in their mind probably won’t look too different from the stereotype that has dominated pop culture and advertisements since the ‘80s and ‘90s: a young, white, straight male in a backwards baseball cap, perhaps firing off a string of curse words into a microphone.