As we prepare for another year of innovation and cultural convergence at South by Southwest (SXSW), I thought it might be fun to look back at where it all started and how it’s evolved over time.

SXSW was born in 1987 exclusively as the Music Conference & Festival. Soon after, film and multimedia were incorporated into the scope of the conference, and since the interactive conference came into being, its expansion has known no bounds. From a couple hundred participants camped out in a Hyatt, to an interactive conference with more than 72,000 registrants and artists, and a keynote given by President Obama, there’s no doubt that this year’s conference will be one for the books.

SXSW is now a breeding ground for startup successes, unrestrained ideas, emerging technologies, and digital marketing break-throughs. It’s become a hub of discovery for marketers to unearth new insights about how to effectively engage their audience in today’s noisy world. SXSW even has a Convergence Program devoted to exploring the inter-relatedness between seemingly distinct categories—for example, Marketo’s panel on MarTech and Sports about how marketing technology is transforming the sports industry.

Check out our infographic to see our top choices of not-to-miss sessions and events for marketers at SXSW 2016.