Kevin Bronson on March 12th, 2013

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Los Angeles will have a massive presence at the 2013 South by Southwest Music Festival, which officially kicks off today in Austin.

More than 200 southern California-based acts will play the event, which in recent years has grown from a symposium-and-showcase shindig to a mass-marketed monster that has more in common with spring break than doing business over barbecue. There’s still some of that, to be sure, but now brands, their event planners and armies of interns have descended on the Texas capital clamoring to earn a moment with a target demographic whose attention span is shorter than an OFF! song.

There’s an app for everything at SXSW except staying sane.

Officially, SXSW highlights include Dave Grohl as the conference’s keynote speaker, along with appearances by Clive Davis, Richard Thompson, Eric Burdon, the Zombies and Amanda Palmer, among others. On Friday, Green Day will host the world premiere of the film “Broadway Idiot.” The week will see performances from Nick Cave & the Bad Seeds, Grohl’s Sound City Players, Green Day and the Flaming Lips, among many other big names. Prince is said to be crashing the party. Iggy & the Stooges. Justin Timberlake. Yeah Yeah Yeahs. Depeche Mode. Duran Duran.

Party time

L.A. venues, promoters, radio outlets and music websites are out in force as well. Some of the highlights::

Swing House Studios’ Weeklong Occupation of Austin – Featuring Eagles of Death Metal, Allen Stone, the 1975, the Wild Feathers, Blondfire and the Parlotones, among many others. Tuesday through Saturday, day and night, at Rusty’s.

The Echo, Echoplex and Origami Vinyl’s SXSW Throwdown – With PAPA, Poolside, Darwin Deez, Jenny O., Kitten, NO,  Cayucas, Zak Waters, Francisco The Man, Pageants, Hindu Pirates and more. Wednesday day party at Cheer Up Charlie’s.

The Roxy’s Austinrox – With Wallpaper, Dead Sara, Capital Cities, Robert DeLong and more. At Empire Auto.

Aquarium Drunkard’s SXSW 2013 – With Jim James, Phosphorescent, the Orwells and Foxygen. Wednesday night at Hype Hotel.

Sonos Studios at SXSW – The Los Angeles studio decamps to Austin for a week, hosting KCRW’s daily broadcast of “Morning Becomes Eclectic” and offering afternoon/early evening performances from the likes of Allah-Las, Poolside, Cloud Nothings, Robert Delong, Kitten, Wildcat! Wildcat!, Sir Sly and Yellow Red Sparks.

L.A. Artists to Watch

We’ve previewed the nine bands playing our own “Dear Austin, Love L.A.” party on Wednesday at Opal Divine’s – two who have albums coming in April (Cayucas and the Lonely Wild) are well worth tracking down during their many SXSW stops. Here are bunch of others on the BBLA hot list:

Kendrick Lamar – You know him, right? Headlining the big annual SPIN party on Friday at Stubb’s.

Rhye – Debut album just out and earning deserved raves for its smooth soul. Friday night at Buffalo Billiards.

The Neighbourhood – Debut album coming out April 23. Wednesday night at Club De Ville.

Haim – L.A. current favorite sister act is blowing up. Friday night at Karma Lounge.

Big Black Delta – First proper album (discounting the self-released 2011 collection) coming April 30. Wednesday night at Cedar Street Courtyard.

Gliss – Trio’s new album “Langsdom Dans” is a huge leap.

Kitten – Teenager-fronted electro-rockers have a full-length en route later this year. Wednesday night at the Belmont.

Superhumanoids – Long-in-the-works album arriving June 11. Thursday afternoon at Innovative Leisure’s party at Clive Bar.

Jenny O. – Her album slays from front to back. Saturday night at the 512 Rooftop.

Robert DeLong – One-man electro tour de force, album just out in February. Wednesday night at Empire Automotive.

Also check out these artists with new albums out in 2013 — The Little Ones, Yellow Red Sparks, FIDLAR, Calvin Love, Big Harp, He’s My Brother She’s My Sister.

And these with new albums on the way – PAPA, Youngblood Hawke, Hands, Baths, Tijuana Panthers, Body Parts, IO Echo, Bleached, Kisses, Maximum Hedrum, Blondfire, Sky Ferreira, Capital Cities, DIIV.

Unsigned artists who should be on your radar – Wildcat! Wildcat!, Audacity, Pageants, Hindu Pirates, Pretty Little Demons, Body Parts, Francisco the Man, Criminal Hygience, Beach Party, Rainbow Jackson, Kiev, Missing Teen, Son of Stan, the Lovely Bad Things, Tashaki Miyaki, Young Empress, Blackfeet Braves.