Internet-famous artists and musicians collaborate for a free concert series

SXSW, now in its 28th year of showcasing music, is one of the best places for emerging musicians and artists to build an audience. Some of this year’s breakout music stars already have loyal followings—except they exist digitally.

This week in Austin, Tumblr will host six concerts that bring together the site’s most popular bands and visual creatives. Their series, Tumblr IRL at SXSW, will serve as a collaboration between Tumblr artists who create interactive installations, and Tumblr-discovered artists who perform free concerts inside.

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