We are proud to announce American Airlines as the Official Airline Sponsor of SXSW Music, Film and Interactive.

Take a break from the hustle and bustle to enjoy comfort and connectivity in the #newAmerican Lounge, located on the first floor of the Austin Convention Center. American is all about amenities that keep you relaxed and connected, and the #newAmerican Lounge will provide comforts that make your SXSW experience even better.

After a busy day of keynotes and workshops, swing by the lounge for a relaxing massage while you charge your smartphone in secure charging stations. Close your eyes and enjoy a bit of peace and quiet or catch a glimpse of their digital mosaic, comprised of photos shared by you and your fellow conference-goers. Don't leave without learning about BusinessExtrAA, a loyalty rewards program designed to help small and mid-sized companies reduce their travel costs.

Heading out to Sixth Street? Stop by the #newAmerican Oasis to revive yourself with fresh juice, enjoy a relaxing massage and print your Instagram shots from an interactive photo booth.