The 2017 SXSW Music, Film and Interactive festival is officially in the history books! As many of you know, this year, Swisher Sweets held our 3rd annual showcase during the festival, and it’s safe to say this year’s blowout was our best one yet.

Taking place at Maggie Mae’s on the beloved 6th street in Downtown Austin, TX, Swisher stepped things up a notch this year by hosting a day showcase, as well as a night showcase, featuring 17 artists and DJs. Before the show got started, a large sea of excited fans began to form a line outside the venue, giving us a quick preview of what the day would entail.

As soon as we opened the doors, fans rushed to the rooftop where our stage was set, while others stayed on the lower level and enjoyed some specialized merchandise and limited edition Swisher Sweets cigars we brought specifically for SXSW. Whether you were looking for an intimate concert experience, or an outdoor lounge setting with good music playing in the background, Maggie Mae’s and the Swisher Sweets ATX Takeover was the place to be.

DJ Miss Milan and DJ Poison Ivy served as our house DJs for the day and night, and boy do they know how to get the party started. Prior to any artist performance, these two female powerhouses set the tone for what was bound to be a game-changing event.

During the daytime performance, Swisher hosted a wide range of artists from newcomers, to proven veterans. We saw show-stopping performances from: Grafh, Brayton Bowman, Donmonique, Saintjhn, Alexander King, Laura Reed, our ATX Challenge winner Gloria Prince, and our headliner Jazz Cartier.

With drinks and smoke flowing, friends and fans smiling, we were off to quite a start for our two-showcase event.

After a brief intermission, which led to another large group of fans eagerly lining up outside Maggie Mae’s, it was time for the highly anticipated night showcase. While Miss Milan and Poison Ivy continued to bring the house down, fans had another batch of talented stars waiting to flaunt their skills.

Similar to the daytime showcase, Swisher made sure to diversify the lineup in a way that everyone would have something to enjoy. With some 2016 Swisher Sweet members, as well as some proven industry stars, Swisher’s evening show included performances from: Fresco Kane, Kelechi, Ponce De’Leioun, Saint Oeaux, Chanel West Coast, Rich The Kid, 21 Savage and DJ Paul, who closed out the show.

From start to finish, fans were going wild for each and every performer. For the last three, however, Rich The Kid, 21 Savage and DJ Paul, attendees were chanting each and every lyric to each and every song. Safe to say that our headliners were there for a reason!

Incase you missed out on our 2017 SXSW ATX Takeover event, don’t worry, we have some great photo recaps for you to enjoy. Check it all out below and stay tuned for more Swisher Sweets announcements coming soon!