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British Music Embassy settles in at new SXSW home

The British Music Embassy hosted more than 70 performances at this year’s South By Southwest (SXSW), highlighting the breadth and depth of emerging and established UK music talent.

British Music Embassy @ SXSW serves as the official UK residency at the Texas festival and concluded its eight-day run at its new, bigger home, The Backyard @ Downright Austin.

The 600-capacity space featured two stages on different levels, with this year’s events including showcases hosted by ATC Live, BBC Introducing, CLASH Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda and Xtra Mile Recordings.

SXSW 2024, which ran from 8-16 March, was marred by the withdrawal of dozens of acts in protest of the festival’s ties to the US Army and defence industry. Acts such as Squirrel Flower, Gruff Rhys, Rachel Chinouriri, Enola Gay, Kneecap, Lambrini Girls, Sprints, Proper, Eliza McLamb, Mamalarky, Scowl, Gel and Okay Shalom cancelled scheduled sets in response to the military’s support for Israel in the war in Gaza.

Following the cancellations, SXSW said it “welcomes diverse viewpoints”, adding: “We fully respect the decision these artists made to exercise their right to free speech.”

“This year’s line up was probably the most diverse yet representing so many cultures and genres”

“SXSW 2024 was not without its challenges, but for us moving from a single stage nightclub venue to a two stage festival-within-a-festival set up, 2024 has been a resounding success,” says Phil Patterson from the Department of International Trade. “Firstly, fortune favoured the brave and we dodged some epic weather, but more importantly I think it is widely accepted opinion that our hard working production team, over the 70-plus performances of the last ten days, have put together one of the slickest shows at SXSW.”

The BME lineup included The Lottery Winners, Frank Turner and the Sleeping Souls, The Manatees, Ash, Skinny Lister, Neon Waltz, Angélica Garcia, Holly Macve, Fabiano Palladino, Divorce, Fat Dog, Porij, Viji, Coach Party, Cosmo Pyke, Bleach Lab, Dry Cleaning, The Manatees, Hotwax, Victoria Canal and Ellie Bleach.

The showcases were presented by lead media partner BBC Music Introducing, UK record labels association the BPI, the Department for Business & Trade (DBT), The Ivors Academy, The British Council and collective management organisations PPL and PRS for Music.

“This year’s lineup was probably the most diverse yet representing so many cultures and genres and it was exciting to witness so many artists absolutely smash their performances, especially when given such a short time to prepare due to unforeseen circumstances,” says host Jasmine Takhar of BBC Introducing. “I’ve been on a journey with some of the acts prior to this event so it was an absolute pleasure to watch their growth and finally bring some of the flavours from the UK over to the US and for it to be embraced by the crowd was just a bucket list moment for me.”

 


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British Music Embassy kicks off at SXSW

The British Music Embassy (BME) at SXSW is hosting 50 emerging artists across 12 showcases highlighting the creativity and diversity of the UK music scene.

The showcases are taking place from 11-18 March, with nearly half already having hit the stage. The opening evening at The Courtyard saw Tyson, Low Island, Brooke Combe, Warmduscher play, while Sunday night witnessed a classical takeover with Classical For The Now followed by a live 3D/AV show from Max Cooper.

Monday night’s showcase was presented by Marshall, and hosted Gen & The Degenerates, Panic Shack, Red Rum Club, Kid Bookie, Dead Pony, and Noisy, while ATC Live presented Tuesday night’s showcase with Ishmael Ensemble, The Golden Dregs, The Goa Express, Sans Soucis, Mandy, Indiana and special guests Balming Tiger.

“ATC live are delighted to be back at the British Music Embassy at SXSW 2023,” says ATC’s Alex Bruford. “We welcome Folly Group, Ismael Ensemble, The Golden Dregs, The Goa Express, Sans Soucis and Balming Tiger for an dazzling and eclectic musical journey taking in post punk, new UK jazz, baritone crooning, psych rock, alternative RnB and multi-national alternative K-Pop.”

The 2023 SXSW (South by Southwest) festival and conference runs from 10-19 March in Austin, Texas.

The BME – the official UK residency at SXSW – will host further showcases until Saturday, featuring the likes of Sports Team, Venbee, The Orielles and Dream Wife

The BME – the official UK residency at SXSW – will host further showcases until Saturday, featuring the likes of Sports Team, Venbee, The Orielles and Dream Wife.

This year, it also joined forces with BBC Music Introducing to present the first ever BBC 1Xtra Introducing showcase, featuring six of the best breaking UK R&B, soul and afrobeat acts. The 12 March showcase included Samm Henshaw, Bellah, Miraa May, Obongjayar, SIPHO, and Yazmin Lacey.

The BME is organised by the Association of Independent Music (AIM), BBC Music Introducing, UK record labels association the BPI, the Department for Business & Trade, The Ivor Academy, The MMF’s Accelerator program, PPL, PRS for Music and PRS Foundation, in association with ATC, Bowers & Wilkins, Marshall, Production Park, Belfast City Council and media partners Consequence and Licks Magazine.

The live performances are being powered by Bowers & Wilkins Sound System in its first live appearance in over five years. It previously featured at music festivals including Primavera Sound and WOMAD, as well as on tour with Jamie XX.

 


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British artists rock virtual SXSW 2021

The British Music Embassy, South by Southwest (SXSW)’s venue for hotly tipped UK artists, hosted 35 artist showcases during last week’s SXSW Online, which took place from 16 to 20 March.

The British Music Embassy – a joint venture between AIM, the BBC, BPI, the Department for International Trade, PPL, PRS for Music and PRS Foundation – typically takes over a venue every year at SXSW in Austin, Texas, putting a spotlight on the best new music from around the UK. With the showcase festival going online only for 2021, the embassy recorded live performances which could be watched during the event on the SXSW portal.

A selection of performances will also be made available for all to view on SXSW’s YouTube channel.

Among the performers at the British Music Embassy, which is also supported by ATC, media partner DIY Magazine and Belfast City Council, were Onipa, Olivia Dean, Chubby and the Gang, Phoebe Green, 404 Guild, Tayo Sound, Finn Askew, the Goa Express, Lilla Vargen,  Squid and Black Country, New Road.

“For 15 years, the global industry has been able to rely on the British Music Embassy to discover what’s next in British music at SXSW,” comments James Minor, SXSW’s head of music festival.

“I am delighted that we are continuing to support UK artists during the pandemic and can ensure the UK remains a world leader in music’

Graham Stuart, exports minister at the Department for International Trade, says: “The UK music industry is one of the greatest British exports, bringing millions to our economy each year. We are proud to have worked over many years with industry partners to promote new talent at SXSW, including Bastille, Celeste, Rag’n’Bone Man, Catfish and the Bottlemen, Dave, Sam Fender and more than 450 others. I am delighted that we are continuing to support UK artists during the pandemic and can ensure the UK remains a world leader in music.”

“Showcasing in overseas territories has proven to be a crucial stepping stone to progressing talented UK music creators’ careers and their sustainability, which is why at this unprecedented time it is so important we have adapted our International Showcase Fund support to enable export-ready artists to still be able to showcase at key overseas events such as SXSW,” adds Joe Frankland, CEO of PRS Foundation.

“I’m delighted that we are supporting at least 15 artists to showcase their performances at this year’s event and that the International Showcase Fund partners, together with our friends at the Department for International Trade and the BPI, have forged a UK Sounds opportunity and platform for export-ready music creators and to shine a spotlight on talented underrepresented groups in the UK.”

Since 2008, the British Music Embassy has hosted over 450 UK artists, positioning them in front of a global audience in order to help them to break into new markets and advance their careers. The British Music Embassy also uses UK-only production and equipment, giving artists from the UK an unparallelled platform on the world music stage.

 


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