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Watch President Obama's keynote live at SXSW

Presidential brand activation

President Barack Obama is kicking off the first day of the South by Southwest festival in Austin, TX, with a talk expected to focus on the role that technology should play in civic life. The president is making his first appearance at the festival, and will use the occasion to call for using technology to improve customer service inside the government, according to the New York Times. As the Times notes, Obama has made a point of embracing the the tech community, regularly attending fund-raisers in Silicon Valley and inviting tech leaders to the White House.

He has also spent his second term making appearances in forums no president has gone before — including podcasts nd Between Two Ferns. Obama will be interviewed at the Long Center for the Performing Arts by Evan Smith, editor of the Texas Tribune. The hour-long talk is expected to begin at 3:30PM ET. It is being live-streamed at sxsw.com/live and at the embed above.