Bonnaroo or Rothbury may be the ultimate music destinations for your typical neo-hippie – but in terms of covering music culture at large, South by Southwest is unparalleled.

Every spring, more than 10,000 music lovers flock to Austin, Texas, to experience SXSW, which boasts live performances from thousands of different bands in addition to films and conference panels.

“You can go into just about any bar [in Austin] and encounter something unexpected,” said Lucas Jensen, drummer for the local pop-rock group Venice Is Sinking and a University grad student. “It’s a fun place to go and discover new music. That’s what it’s really all about – showcasing, getting publicity.”

Athens’ own music scene, long renowned as a thriving musical center of the South, will contribute a full 13 acts to the festival – a marked increase compared to previous years.

“There was one year, where only three Athens bands made it [to SXSW] total,” Jensen said. “But this year, it’s a pretty rock-solid bill. Plus, The 40 Watt has a lot of cultural capital, so I think that really helps out.”

Venice Is Sinking and the other Athens bands at SXSW are all slated to perform at a special daytime showcase party courtesy of the 40 Watt Club.

The showcase will be held on Saturday and will feature Athens’ finest local talent on both an indoor and an outdoor stage.

Allen Owens, the lead guitarist for Pride Parade, looks forward to exposing the heavier side of the Classic City via his group’s triple-guitar arrangement.

“There’s a stereotype that Athens is more of a pop town, but there are some heavier bands on this bill,” he said. “It’s good to be a heavier band from here and maybe let people out of town know that bands like us do exist here.”

The upcoming festival will mark both Pride Parade’s and Venice Is Sinking’s SXSW debuts, but veterans of the festival’s scene such as Maserati help anchor the bill.

“Every year has been awesome. It’s just a huge party and a huge slew of amazing bands,” said Matt Cherry, a guitarist in Maserati. “Every time we go, we’re able to play multiple shows.”

Although Maserati’s popularity has transcended the local sphere since its 2001 inception, Cherry and company haven’t forgotten their Athens roots.

“I don’t know that it’s ever crossed our mind that we’re going to Austin to represent Athens, seeing as only two of us live in Athens now anyway,” Cherry said. “But we did get our start there, and we still introduce ourselves as an Athens band onstage.”

Jensen expressed hope that the diverse lineup of local bands will help Athens shine at SXSW.

“The 40 Watt showcase is kind of like a peacock,” Jensen said. “We hope to let people know how relevant Athens’ music community still is.”