Spring is coming, the weather is getting brighter, and festival season has started.

Yesterday (March 10), SXSW Music Conference and Festival announced their Keynote Conversation with Snoop Dogg.

Each year in March, Austin, Texas becomes the mecca for all things entertainment – SXSW (South by Southwest), the annual music, film, and tech festival brings together music connoisseurs, film buffs, and the tech displays. This weekend, tens of thousands of people will see the latest and greatest in live music, short film screenings, and interactive technology.

SXSW shares why they chose Snoop Dogg for this year’s keynote speaker: “Multi-platinum artist and entertainment icon Snoop Dogg is at the forefront of pop culture with award-winning albums and songs, multiple films, lifestyle products, philanthropic efforts and digital ventures, including his YouTube original series ‘GGN News.’ Snoop Dogg has sold over 30 million albums worldwide and received multiple GRAMMY® nominations.”

The Keynote Conversation with Snoop Dogg will take place Friday, March 20 at 11:00AM in Ballroom A of the the Austin Convention Center. If you won’t be able to attend, follow their Soundcloud to listen to all kinds of SXSW conference sessions.