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While SXSW is a haven for music fans, for the artists performing in the massive event, it’s more like running a marathon at a full sprint. It’s a week-long whirlwind filled with performances, press events, BBQ, and appearances day and night. All things considered, from the time these folks hit the ground at SXSW, they’re more like athletes than artists. How do they survive it?

Mass Appeal partnered with Under Armour’s 35TH & O—the brand’s take on classic menswear staples created with innovations for athletes off the field—to provide an inside look at SXSW through the eyes of some of our favorite creatives who stand at the intersection of design and innovation. Over the course of a week, we caught up with Ryan Hemsworth, Fashawn, Marcus Troy, Victor Michael, and the guys from BADBADNOTGOOD to find out how they were surviving the madness of SXSW, equipped with essential gear from Under Armour’s 35TH & O. From eating BBQ during the day to performing at sold-out shows during the night, the gents experienced everything Austin had to offer.

Watch the video recap of our time at SXSW with this diverse group of creatives in the player above and check out our favorite shots from the video lookbook here:

Channel: US Hip Hop

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