The British Music Embassy returns to SXSW 2019

The British Music Embassy returns to SXSW in 2019 for its 12th year with six night time official SXSW showcases

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11/02/2019: The British Music Embassy returns to SXSW in 2019 and for the first time UK Music will be an official partner. In its 12th year, the British Music Embassy is the official UK residency at SXSW and hosts a number of events and showcases throughout the convention.

Six night time official SXSW showcases have been announced in partnership with AIM, BBC Music, BPI, the Department for International Trade (DIT), PPL, PRS for Music and the PRS Foundation.  The showcases will put a spotlight on the best of new British music and will take place at the Latitude 30 venue in Austin, Texas, 11–16 March 2019.


Every year, The British Music Embassy takes over the venue for the week, playing host to some of the most exciting UK talent.   With a wide spread across a variety of genres from brand new grassroots bands to more established artists, these showcases have become the go-to hub for many SXSW goers. 

Legendary DJ Steve Lamacq will also be broadcasting live from SXSW for BBC Radio 6 Music on 14 and 15 March.

The British Music Embassy at Latitude 30 (512 San Jacinto), SXSW 2019 – full line-up:

Monday 11th March
8pm – 2am
DIY Magazine presents Official SXSW Showcase
In association with DIT
Sports Team
King Nun
The Ninth Wave
Willie J Healey

Tuesday 12th March
8pm – 2am
ATC Live presents Official SXSW Showcase
In association with The BPI
Black Midi
Fontaines DC
Ezra Collective

Wednesday 13th March
8pm – 2am
BBC Music Introducing presents Official SXSW Showcase
In association with PRS Foundation
Another Sky
Big Joanie
Sam Fender
Grace Carter
Howl & The Hum

Thursday 14th March
8pm – 2am
BBC Radio 6 Music presents Official SXSW Showcase
In association with AIM
The Blinders
The Pearl Harts
Penelope Isles

Friday 15th March
8pm – 2am
BBC Music presents Official SXSW Showcase
In association with PPL & PRS for Music
The Comet Is Coming
Bad Sounds
Dylan Cartlidge
Annabel Allum
Ferris and Sylvester

Saturday 16th
8pm – 2am
BBC Radio 1 presents Official SXSW Showcase
In association with PPL & PRS for Music
Easy Life
Boy Azooga

Michael Dugher, CEO of British Music Embassy partner UK Music commented: “UK Music is proud to be part of the impressive British Music Embassy at SXSW. Music contributes £4.5 billion to the U.K. economy and brings enjoyment to millions at home and around the world. This promises to be another fantastic global showcase of superb U.K. talent.”

Paul Pacifico, CEO at AIM commented: “SXSW provides a great chance for exciting independent artists to perform on an international stage and expand their following around the world. The British Embassy is an important celebration of British music, which continues to punch above its weight as one of our country’s finest exports. It is a key partnership for AIM and we look forward to taking part with our showcase this year.”

James Stirling, Head of BBC Music and BBC Music Introducing commented:  “BBC Music has a great track record of helping UK artists develop on the international stage. Through BBC Music Introducing, we have taken some amazing artists to SXSW over the years including Slaves, Little Simz, Florence + the Machine and Rag’n'Bone Man. 2019 promises to be an impressive year and we are delighted to work with our partners to deliver the concerts at the British Music Embassy.”

Geoff Taylor, Chief Executive BPI & BRIT Awards said: “The outstanding heritage and global reputation of British music fuel demand for our artists overseas and help to shape positive perceptions of the UK as a thriving creative economy. The BPI is delighted to be back with the British Music Embassy and its partners at SXSW, as a premier showcase for the next generation of exciting British talent building fanbases around the world.”

Peter Leathem, Chief Executive at PPL commented:  “SXSW is one of the most influential music festivals in the world and we are proud to work closely with our partners at The British Music Embassy to support so many talented emerging artists. Recently we announced that our international collections grew 43% on 2017, up to £71m. This demonstrates how these collections are a critical revenue stream for musicians and labels. PPL now has 92 international collection agreements around the world so there is no more appropriate gathering for the company to meet our key stakeholders than SXSW. The festival plays an important role for many of our members and I very much look forward to meeting new people, renewing friendships and, of course, discovering more great music.”

Nigel Elderton, PRS for Music Chairman, said: “I am delighted for PRS for Music to be partnering with the British Music Embassy once again for what is truly one of the best showcases of SXSW. The quality of both British songwriting and performing seen at Latitude 30 has only continued to climb over the years, and it is an honour to support so much talent on a career-changing, international stage.”

Vanessa Reed, CEO, PRS Foundation commented:  “We’re proud to be supporting over 40 talented UK artists to showcase at SXSW this year through our International Showcase Fund which is funded by Department for International Trade, British Underground, Arts Council England, the Musicians’ Union, PPL, Creative Scotland, Wales Arts International, Arts Council of Wales, Arts Council of Northern Ireland and Invest NI. The demand for UK artists to perform at this world leading industry event is testament to the success of UK talent abroad and we know from our longstanding investment in showcasing overseas that playing at SXSW can have a huge impact on UK artists' careers.  We’re also looking forward to our BBC Music Introducing and PRS Foundation showcase and broadcast from the iconic British Music Embassy – a great venue at SXSW for industry delegates from around the world to discover the breadth of talent emerging from the UK right now.”

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