Failure, Young Thug, Ty Dolla $ign, Travis Scott, Speedy Ortiz and more playing Yahoo SXSW shows at Brazos Hall

photo: Failure at Fun Fun Fun Fest in 2014 (more by Tim Griffin)

If Yahoo! is trying to earn more cred with the hipsters, their SXSW plans are a good start. They’re taking over Brazos Hall (and renaming it Yahoo’s Brazos Hall) for the entirety of the festival for a few pretty killer official showcases there. Badges or wristbands required.

Following a pop/electronic show on Tuesday with Milky Chance and more, things start getting exciting on Wednesday (3/18) night, which is the Atlantic Records Loud Pack showcase. It’s stacked with some amazing hip hop, including Ty Dolla $ign, Kevin Gates, Curren$y, O.T. Genasis — as in, the “Coco” guy (!), Fat Trel, Kap G, Spenzo, DJ Drama and DJ J-Que.

Thursday (3/19) is mostly bluesy rock from Black Joe Lewis, Heartless Bastards, Delta Spirit, The Apache Relay, Elle King and Slothrust.

There’s a pretty amazing night of indie rock on Friday (3/20) with reunited ’90s-era bashers Failure (their only SXSW show), Speedy Ortiz, Creepoid, What Moon Things, Bully and Heat.

Finally, Yahoo! brings their stint at SXSW to a close Saturday night (3/21) with another sweet rap bill: Young Thug, Travi$ Scott, Shy Glizzy and Metro Boomin are on all on board, and possibly more TBA.