Ryan Adams & The Shining and The Avett Brothers will headline Marriott Rewards and Universal Music Present “Music is Universal” at the SXSW Music Festival.

Ryan Adams (Blue Note/Capitol) and The Avett Brothers (American/Republic), two Americana superstars, will perform together for the first time at the JW Marriott Austin, where Universal Music and Marriott Rewards are converting the entire hotel into a music venue during the four-day festival. The show starts at 8 p.m. on Wednesday, March 16th and will be open to SXSW badge holders and Marriott Rewards members.

The headliners join more than 20 of UMG’s brightest new artists at “Music is Universal” showcases. The artist showcases, also held at the JW Marriott Austin, start at noon on both March 17th and March 18th. In addition to SXSW attendees, Marriott Rewards members will get access to showcases and other on-site exclusive opportunities, including artist meetings.

Thursday’s showcase includes Beau (Kitsuné/INgrooves), DNCE (Republic), Grizfolk (Virgin), Gryffin (Interscope), Kacy Hill (Def Jam), Grace Mitchell (Republic) and The Strumbellas (Glassnote), with performances on Friday from Banners (Island), BJ The Chicago Kid (Motown), Cloves (Interscope), Niykee Heaton (Capitol), Joseph (ATO/Caroline), Snarky Puppy (GroundUp/UMC) and Vince Staples (Def Jam).

“Music is Universal” March 17th & 18th at SXSW