As the popular South by Southwest (SXSW) music, arts and technology festival kicks off Friday in Austin, Texas, Milwaukee Mayor Cavalier Johnson will be there to pitch Milwaukee as an innovative city for businesses and individuals to invest in or as a place to relocate.

Johnson is among a contingent of at least 20 Milwaukee leaders in business, technology, startups and economic development who are heading to the SXSW festival through a partnership with Summerfest Tech. Attending SXSW is a chance to promote Milwaukee on a national and international stage, Johnson said.

“I don’t want Milwaukee to be in some other city’s shadow,” Johnson said. “Milwaukee’s got its own story to tell and I think it’s a pretty phenomenal story. … That’s what this is about — telling Milwaukee’s story.”

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