The British Music Embassy returns to SXSW 2018

08 February 2018 - Press release

Six showcases of hotly-tipped British music will return to the festival in Austin, Texas, 12 – 17 March 2018.

The British Music Embassy returns to SXSW in 2018 for its 11^th year with the first six night time official SXSW showcases in partnership with AIM, BBC Music, the Department for International Trade (DIT), PPL and PRS for Music.  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, 12–17 March 2018. 

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.  The event will play host to at least 20 artists funded by PRS Foundation, who also curate the Tuesday evening activity with BBC Music Introducing.

The British Music Embassy at Latitude 30, SXSW 2018 - full line-up:

Monday 12 March – DIY presents

LIFE, Our Girl, Francobollo, Catholic Action, Boniface, Breakfast Muff.

8pm – 2am.

Tuesday 13 March – BBC Music Introducing presents in association with PRS Foundation

Touts, Bugzy Malone, Pale Waves, Rachel K. Collier, Jerry Williams, Himalayas.

DJ host: Huw Stephens.

8pm – 2am.

Wednesday 14 March – BBC Radio 2 presents in association with PPL and PRS for Music

Nina Nesbitt, Gaz Coombes, Sam Fender, Frank Turner, Jade Bird, Rhys Lewis.
DJ host: Jo Whiley.

8pm – 2am.

Thursday 15 March – BBC 6Music presents in association with AIM

IDLES, Goat Girl, Girl Ray, Shopping, LIFE, Nilüfer Yanya
DJ host: Steve Lamacq.

8pm – 2am.

Friday 16 March - BBC Radio 1Xtra presents in association with PPL and PRS for Music

Artist line-up to be confirmed.

DJ host: DJ Target.

8pm – 2am. 

Saturday 17 March - BBC Radio 1 presents in association with DIT

Makeness (TBC), NOT3S, Suzi Wu, IAMDDB, IDER, Superorganism.

DJ host: Huw Stephens

8pm – 2am.

Paul Pacifico, CEO at AIM commented:  “The British Music Embassy continues to be a top destination for key players attending SXSW.  Renowned for its first-rate sound quality and impressive showcases of the best music the UK has to offer.  We’d like to congratulate all the indie acts playing at our showcase on the Thursday night, and all the labels involved. We can’t wait to see where the opportunity takes them.”

James Stirling, Head of Content Commissioning at BBC Music commented:  “Helping British artists take their first steps internationally is a key objective for BBC Music and the current variety and volume of British musical talent is incredibly encouraging. Working with our partners at SXSW provides the perfect platform for us to do this through BBC Radio 1, 1Xtra, Radio 2 and 6 Music, and BBC Music Introducing.”

Peter Leathem, Chief Executive at PPL commented:  “This is one of the international music community’s most influential showcases for new and emerging artists.  SXSW plays a pivotal role for these artists and gives them a unique experience. This will be my first trip to SXSW and I look forward to supporting these artists as part of our ongoing relationship with the British Music Embassy.”

Nigel Elderton, Chairman at PRS for Music commented:  “SXSW truly is an event like no other. It has played an important role in the careers of countless talented UK songwriters and performers, many of whom I’ve had the pleasure of seeing for myself in Austin, early on in their musical journey. The British Music Embassy is an integral part of SXSW, celebrating British culture on an international stage and I am delighted for PRS for Music to be partnering with it once again.”

Vanessa Reed, CEO, PRS Foundation commented:  “We’re delighted to be supporting over 25 artists to take their first steps into the US market by performing at SXSW and the iconic British Music Embassy. Overseas showcasing is a crucial step in any independent musicians’ career – 89 per cent of those we supported to perform overseas through our International Showcase Fund gained tangible business outcomes. It’s also an important contributor to UK music exports - for every £1 of support, artists embarking on an international career generated an additional £8.90 in revenues. SXSW is one of the biggest showcasing festivals in the world and I look forward to following the progress of all the UK artists who are benefitting from our investment as well as our showcasing partnership with BBC introducing”.