SXSW Play, the official new media discovery app for the SXSW 2010 Music, Film, and Interactive conferences is now available for download in the iTunes store. Brought to you by PepsiCo, this app includes a wealth of rich media from musicians, films, and interactive panels which will be featured at the SXSW 2010 Music Festival. With this app at your fingertips, you'll never be bored again!