BETHESDA, Md., March 10, 2016 /PRNewswire/ -- Marriott Rewards, the award-winning loyalty program of Marriott International, Inc. (MAR), announces its first-ever major sponsorship of the South by Southwest® (SXSW®) 2016 Music and Conference Festival. Expanding on its partnership with global music leader Universal Music Group (UMG) that launched in June of last year, Marriott and UMG are creating a first-of-its-kind experience taking over areas of the JW Marriott Austin hotel during SXSW Music, featuring headline performances by Grammy-nominee Ryan Adams and the critically-acclaimed Avett Brothers.