According to Billboard, South By Southwest has tapped The Doggfather himself, rapper-actor Snoop Dogg, as this year's keynote speaker. Snoop's conversation will be free to all Music and Platinum registrants and showcase artists, and takes place Friday, March 20 at the Austin Convention Center. Previous music keynoters include Dave Grohl, Bruce Springsteen, Neil Youngand last year's speaker, Lady Gaga. This year's film conference keynotes will be Ava DuVernay and RZA. SXSW takes place March 13-22 at various venues around Austin.