A record attendance of 10,000 is expected for the 20th annual South by Southwest Music & Media Conference that kicked off Wednesday (March 15) in Austin, Texas. Music executives and journalists from around the world spend hours attending educational seminars and listening to established and unsigned musicians from virtually every genre of music. Neil Young and director Jonathan Demme will discuss their new concert film, Heart of Gold, as the event’s keynote presentation. Country acts appearing at the conference include Kris Kristofferson, Jessi Colter, Rosanne Cash, Lyle Lovett, Bobby Bare, Marty Stuart, Hank Williams III, Jon Randall and Norah Jones’ country band, the Little Willies. The conference continues through Sunday (March 19).