Courtesy of the speaker.

For over a decade Houston rap has had a strong presence at South by Southwest Music Festival, but H-Town’s signature slow loud and banging sound will receive a higher profile celebration this year when Rap-A-Lot Records founder and CEO James A. Prince appears as the festival’s second keynote speaker. Prince started Rap-A-Lot in 1986 as an incentive program to keep kids in school. One of his first acts was the Geto Boys, a platinum-selling group whose gritty rhymes over syrupy, soulful grooves set the stage for the rise of Southern rap.

Through the years he’s worked with a who’s who of Houston heavyweights including Scarface, Devin the Dude and Big Mike. Our new favorite election correspondent, Houston legend Bun B, will take a break from the campaign trail to interview Prince in the keynote presentation.

The keynote will take place Wednesday, March 17 at 11 a.m.

This is the first year SXSW Music has featured multiple keynotes, instead of a single, marquee speaker. The first keynote, frequent David Bowie producer and collaborator Tony Visconti was announced last month.