Third Man is throwing its biggest party and TMR-takeover to date at South by Southwest Music Festival, which will run March 13-15^th. The hub of Third Man activity will take place at the Museum of Human Achievement, located at the cross-section of Lyons and Springdale in Austin. Our three-day extravaganza will feature all the fun, whimsy, great music, and vinyl that you’ve come to expect from Third Man. Here’s a breakdown of some of what we’ve schemed up:

• Pop-Up Shop! Our most elaborate pop-up shop/installation yet featuring, a) exclusive and limited pressings of our recent releases, including tri-colors, Sun Rays, colored vinyl, and black-and-blue vinyl (not to mention the very special film-canister package for the Alloy Orchestra Live at Third Man LP), and b) brand new SXSW-only merchandise, including new t-shirts, Stereoptic Eye reels, buttons, stickers, radios, and iPhone speakers.

• Bands! 20 live sets from TMR artists and our current favorite acts. Here are some of ‘em: Kelley Stoltz, The Haden Triplets, Steve Gunn, Promised Land Sound, Ultras S/C, Black Mekon, Useless Eaters, Obnox, Protomartyr, Growwing Pains, Feelings, Pujol, The Young, Natural Child, Blind Shake, Des Unit. Also, Ex-Cult will kick off Friday’s festivities with a performance at the Rolling Record Store in the venue’s parking lot!

• DJs! Music to expand your mind and turn you on.

• Films! Art! Poetry! Salute your shorts, plus works on display from local Austin artists, and a total transformation of the existing space into a TMR wonderland. Third Man Books presents poetry selections from its first anthology, Language Lessons, featuring Dan Boehl, Cindy St. John, Daniel Lucca Pujol, and Chet Weise.

• Lounge! A listening lounge for you to take a load off, plug into one of our turntables, and listen to records from the Third Man catalog.

• Radio! Live broadcasting bands and DJs from WTMR, our SXSW-only radio stream. Listen in via TMRSXSW.com.

• Mystery! Purchase a decoder ring from our pop-up shop and tune into WTMR to be well on your way towards solving our code and winning a secret prize. We will be broadcasting 3 clues per day. Each clue has a numerical answer, which will ultimately lead you to decode a specific word or phrase come Saturday evening. The first 5 participants to submit the correct final answer to decoder@thirdmanrecords.com will be the lucky winners!

• Rolling Record Store! The big, yellow bus will be chooglin’ around Austin, checking back in at our SXSW headquarters every so often, and debuting brand new RRS-exclusive merchandise, including t-shirts, guitar picks, travel mugs, etc. More details and the full RRS schedule coming tomorrow...

• Food trucks! Meals on wheels to satisfy your every craving: Cow Tipping Creamery for soft serve, shakes and sundaes; Mission Dogs for hot dogs wrapped in bacon with Asian and Latin toppers; and (Friday only) Mmmpanadas for sweet and savory empanadas filled with just about anything you can imagine.

• Casamigos Tequila! Friday from 5:00 – 8:00PM and Saturday, starting at 3:00PM, attendees will be offered a free shot of George Clooney and Rande Gerber’s award-winning Casamigos Tequila. Both Casamigos reposado and blanco tequilas will be available. For additional information please visit www.casamigostequila.com

…and all this before 8pm! Come spend a few hours with us Thursday through Saturday, starting at 12 pm daily. More details are available at TMRSXSW.com, and stay tuned for complete Rolling Record Store information tomorrow!