It’s like having a bad acid trip on Oxford Street on a Saturday afternoon,” warns Rough Trade founder Geoff Travis about the perils of hitting SXSW with no itinerary. “Wandering 6th Street not knowing where you’re going is the worst thing.”

Ahead of the music element of the event (which runs March 13-19 and comprises round-the-clock gigs, from large, branded showcases, to generator-powered backyard parties), Travis is part of Music Week’s guide to maximising your SXSW experience.

Joining him are ...