Jazz re:freshed announce SXSW online UK showcase filmed in the world famous Studio Two at Abbey Road Studios

01 March 2021 - Press release

The showcase will feature award winning tuba sensation Theon Cross who will also be presented by SXSW as a 3D digital avatar in a unique VR performance - a world first in music showcasing 

Watch avatar creation video here 
https://youtu.be/qwwavyhn4dq 

The showcase will feature new music from Theon Cross’ forthcoming album plus rising British jazz stars Noya Rao, Camilla George, Doom Cannon, Dan Casimir & Tess Hirst and Richard Spaven for SXSW online 2021 performance 

Showcase broadcast on SXSW online 2021 - Tuesday March 16 8pm CT

THEON CROSS “A Prodigious Young Talent” The New York Times

NOYA RAO  “Merging Jazz, R&B and electronica into a soul-pop concoction” Loud & Quiet

CAMILA GEORGE “Fast rising saxophonist and bandleader” Jazzwise 

As SXSW goes online in 2021, innovative award-winning London promoter Jazz re:freshed and producer British Underground have joined forces with legendary recording space Abbey Road Studios to create a unique streamed showcase featuring new music from the UK’s explosive emerging jazz scene.  With performances from rising star Theon Cross, and newcomers like Doom Cannon and Camilla George, this extra special online showcase will spotlight the UK as home of one of the most vibrant jazz scenes in the world. The performance will be broadcast on Tuesday, March 16 at 8 p.m. CT and available to experience via SXSW Online 2021 and will be a rare chance for these players to safely get together and share their music. 

Alongside the showcase British Underground today announced the first ever 3D digital avatar performance at SXSW featuring Theon Cross with motion-capture also filmed at Abbey Road Studios in London. Following the success of virtual concerts including Travis Scott’s avatar debut in the Fortnite and Lil Nas X in Roblox, British Underground and SXSW have created the first ever virtual music showcase performance. Supported by Arts Council England’s Future Art and Culture programme, Audience of the Future Live, FKB and Jazz re:freshed, the avatar will be available to experience during SXSW Online 2021, further information and details will be available at Fachouse.com and announced on March 1. 

The avatar performance will exclusively feature new music from Theon Cross’s forthcoming new album (details of which are to be announced in the near future). Theon has received critical praise for his contribution to British jazz project, Sons of Kemet, as well as his recent solo record Fyah which received widespread acclaim from tastemakers, NPR, Rolling Stone, The Guardian andPitchfork who stated Cross brings “new energy to the tuba, an instrument long neglected in jazz and its offshoots.” 

Discussing the landmark event, Theon Cross stated, “At a time when travelling and playing live is not possible, exploring new avenues for connecting my music with the widest possible audience becomes a real focus. This year SXSW is providing just such a chance allowing me not just to perform with my band as part of the JAZZ RE:FRESHED OUTERNATIONAL showcase but also, thanks to British Underground and SXSW, participate in a virtual showcase with my very own avatar which has historically been the preserve of the few. With a new album on the way later this year, this opportunity has created a way for me to gain the kind of exposure that only showcasing at SXSW can bring despite not being able to leave London!”

Isabel Garvey, Managing Director at Abbey Road Studios stated, “We are delighted to support Jazz:refreshed and British Underground in spotlighting the incredible, emerging jazz talent at this year’s virtual SXSW festival from our world famous Studio Two, which has hosted artists from Shirley Bassey and The Beatles to Radiohead, Kano and Celeste. The chance to host the 3D avatar performance with Theon Cross is a fantastic opportunity to spotlight a remarkable talent and demonstration of our commitment to supporting the best emerging artists and technology across the industry.” 

British Underground CEO, Crispin Parrystated, “We’ve spent the last twelve months working out how to showcase new UK music without access to live stages and audiences, so to be hosted by Abbey Road Studios for this SXSW live-stream is very special.  It has also been an incredible journey into the future bringing to life the Theon Cross 3-D avatar with the support Arts Council England and the development team at FKB.  Theon’s avatar is a product of our times and is a glimpse at what is coming.”

Justin Mckenzie from Jazz Re:freshed, added, "Even with the current world situation inspiring a new format, we are extremely excited for SXSW Online. It’s great to be working with the world renowned Abbey Road Studios on our showcase this year and as always it's fantastic to continue our co-production partnership with British Underground. We are always grateful for the opportunity to showcase top talent from the UK and as ever we have a stellar line-up including, Theon Cross, Richard Spaven, Noya Rao, Daniel Casimir & Tess Hirst, Doom Cannon and Camilla George."

This showcase is part of the Arts Council England supported JAZZ RE:FRESHED OUTERNATIONAL project, an initiative to shine a spotlight on new British jazz talent from Nubya Garcia to Ezra Collective, Nerija and Shabaka Hutchings.