SXSW: Jay-Z Brings Hits to Austin Amex Show

Hova kicks off SXSW Music in fine form at the Amex Sync Show Presenting Jay Z on Monday.

Johnny Firecloudby Johnny Firecloud

Monday night in Austin, Texas, rap icon Jay-Z performed live for the Amex Sync Show Presenting Jay Z, from Austin City Limits. The nationally live-streamed show was a celebrated greatest-hits affair, with the new father running through "99 Problems," ''Dirt Off Your Shoulder," "Encore" and ''Empire State of Mind," among others.

Lines encircled the W Hotel and down Lavaca street in downtown Austin prior to the show, where American Express cardholders would gain free entry to the experience. Jay arrived via police escort, 40 minutes late, a vision of relaxed confidence in the standing-room-only crowd.

"I'm feeling a lot of love in this building," Jay-Z said to the well-dressed audience, a departure from the hipster swagathon the city fully embraces during SXSW week.

"I'm feeling a lot of love in this city today. I'm feeling a lot of love in this city tonight."

Sporting a mint pair of Nike Air Yeezy 2s (designed by his Watch the Throne collaborator Kanye West and are set for national distribution later this year), Jay fed off the crowd's maniacal enthusiasm, blasting through abbreviated versions of "Ain’t No Love," "Girls, Girls, Girls," "Excuse Me Miss" and "On To the Next One." 

The performance was broadcast live on Youtube as well as the Vevo mobile and tablet platform. Those who were unable to attend will be able to check out the broadcast on-demand until March 19 via American Express' Twitter account, the company’s Youtube channel and on Xbox Live.

Last week, American Express introduced a new experience for Cardmembers using Twitter — Cardmembers can now Tweet using special offer hashtags to load offers directly to their Card and get couponless savings when they shop at National merchants including: Best Buy, McDonald’s, Whole Foods Market, & More. 

Keep it locked at CraveOnline for all kinds of SXSW updates this week!

Photo Credit: Brandon Fuller