With A-tier celebs such as Bruce Springsteen and Mark Wahlberg already in Austin, TX for the massive SXSW music festival, the festivities throttled a notch higher on Monday night (March 12) with Jay-Z kicking off the major hip-hop concert of the week. Sponsored by American Express, Hov took the stage earlier evening at the (Austin City Limits) ACL/Moody theater for the Amex Sync Show Presenting Jay-Z.

Wearing a multi-colored Quinton company hat and black Air Yeezy 2s, the Jiggaman commenced his set with a trifecta of “What More Can I say,” “Dirt off Your Shoulders” and “Where I’m From.”

And this was just the beginning for the SXSW festival. Besides Jay, Fat Joe and MObb Deep have already had concerts with more rap shows continuing through the week. 2 Chainz, T.I., Nas and Big K.R.I.T are just among the many other hip-hop names with advertised shows, which are highlighted by 50 Cent and Slaughterhouse “Shady 2.0” concert on Friday. Eminem 2 Chainz, T.I., Nas and Big K.R.I.T is rumored to appear at that show while 50 Cent is on the bill and is set to perform his Earth-shattering, record-breaking debut Get Rich or Die Tryin’.