Though the South by Southwest Music Festival officially opened in Austin, Texas, on Wednesday, the event truly gets rolling today.

The music conference opens at 10:30 a.m. at the Austin Convention Center with a keynote speech by Little Richard [ tickets ]. The rock-and-roll architect's talk kicks off three days of panels, workshops and meetings aimed at musicians and music professionals.

At night, the music takes over at more than 50 stages around the central city.

Little Richard and his band will be among the acts performing at the night's BMI showcase at Austin Music Hall (208 Nueces St.). With a lineup that also boasts The Holmes Brothers, Jack Ingram, Cake [ tickets ], Charlie Robison and Blues Traveler, many festival-goers may choose to plant themselves at the venue for the night.

Another popular draw promises to be the Americana Music Association's showcase at Antone's (213 W. 5th St.), which will feature BR5-49, the subdudes, The Derailers and Slaid Cleaves, among others.

Other Thursday night highlights include:

• Marc Olsen at 9 p.m. at The 18th Floor at Crowne Plaza (N. 500 IH-35)
  
• Supagroup at 10 p.m. at Room 710 (710 Red River St.)
  
• Marah [ tickets ] at 11 p.m. at Continental Club (1315 S. Congress Ave.)
  
• Allison Moorer at midnight at Coyote Ugly Saloon (501 E. 6th St.)
  
• Junior Senior at 12:30 a.m. at Stubb's (801 Red River St.)
  
• The Stills at 1 a.m. at Emo's Main Room (603 Red River St.)
  
• Art Alexakis of Everclear at 1 a.m. at The Vibe (508 E. 6th St.)
  
• Rykodisc's showcase, all night at Bigsbys (505 E. 6th St.), featuring Kelly Willis, The Posies and others.
  
• Rounder Records' showcase, all night at Caribbean Lights (612-614 E. 6th St.), with Grant Lee Phillips, Sarah Harmer, Juliana Hatfield and others
  
• Matador Records' showcase with Preston School of Industry [ tickets ], Mission of Burma and others at La Zona Rosa (612 W. 4th St.)