35 acts put UK talent front and centre of renowned international festival


The British Music Embassy, SXSW’s venue for hotly-tipped UK artists, today unveils 35 artist showcases as part of SXSW Online 2021. The line-up reflects the UK’s reputation for outstanding talent across the musical spectrum, with acts ranging from pop to psych-rock to afro-futurism all performing. The British Music Embassy is brought to you by AIM, BBC, BPI, the Department for International Trade, PPL, PRS for Music and PRS Foundation, with further support from ATC, media partner DIY Magazine and Belfast City Council.

The British Music Embassy typically takes over a venue every year at SXSW in Austin, Texas, putting a spotlight on the best new music from around the UK. As the festival is online-only this year, the British Music Embassy has recorded live performances which can be watched on the SXSW portal. A selection of performances will also be made available after Easter for all to view on SXSW’s YouTube channel. 

The British Music Embassy also offers networking opportunities for those looking to build business connections around the world. For more details visit

The full British Music Embassy line-up for SXSW Online 2021 is:
404 Guild / Afronaut Zu / Anna B Savage / Baby Queen / Beauty Sleep / Black Country, New Road / Chubby and The Gang / Connie Constance / Do Nothing / Drug Store Romeos / Ego Ella May / Enola Gay / Finn Askew / The Goa Express / IDER / Katy J Pearson / Lau.ra / Lilla Vargen / Matilda Mann / The Mysterines / Nayana IZ / Olivia Dean / Onipa / Penelope Isles / Phoebe Green / Porij / PVA / Ryan McMullan / Sinead O’Brien / Squid / Tayo Sound / TV Priest / Virginia Wing / Walt Disco / Yard Act


Producer, DJ, vocalist and showcasing artist Lau.ra said:
“My previous experiences of SXSW is that of a festival revolving around social interactions. Bumping into people, grabbing drinks, eating amazing street food and trying to catch those international bands that you’ve heard of but never had the chance to see in real life because oceans and miles usually get in the way. This year will be totally different as the festival is taken online but I’m excited to be a part of the first time this has been done. I’m grateful to partner with the British Music Embassy and for receiving the International Showcase Fund from PRS Foundation which will ensure I can deliver a live streamed performance with the highest production value possible and that the musicians joining me on stage receive fair remuneration for their efforts. By broadcasting a live performance across the globe I hope my music will be able to reach a much wider audience in one hit rather than the usual bar-full of bodies across several smaller showcases as is the usual SXSW experience.”

Singer songwriter and showcasing artist Lilla Vargen said:
"The past year has been devastating for live music, and SXSW being able to go ahead in some form is a light at the end of the tunnel, and hopefully can signal the return of more opportunities like this. I can’t wait to head to Austin when it is safe to do so.”

James Minor, Head of Music Festival at SXSW said:
"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."

Paul Pacifico, Chief Executive Officer at AIM said:
"We’re delighted to be returning as a British Music Embassy partner for SXSW 2021. It has always been a key stepping stone for the careers of independent artists, and a valuable way to accelerate their journeys on the international stage. Although we can’t attend in person this year, the positioning of British Music within the virtual showcase platform is the next best thing and a crucial moment to showcase exciting British talent to the world.”

Alex Bruford, Chief Executive Officer at ATC Live said:
“ATC Live’s 2019 showcase at The British Music Embassy in Austin, Texas was a highlight of the year for us, featuring incendiary performances from artists including Fontaines D.C, Georgia and Black Midi, who all went on to become Mercury nominated. We are thrilled to be back again with The British Music Embassy and partners in 2021, and are proud to present London based Anna B Savage and her deeply intriguing songwriting, scorching garage rock from Manchester’s The Goa Express, boundary blurring rap from Indian-born, London raised Nayana IZ and the effortless lo-fi folk and glistening pop of Bristol’s Katy J Pearson.”

Councillor David Brooks, Chair of Belfast City Council’s City Growth and Regeneration Committee said:
“We’re committed to helping support the development of Belfast’s creative industries. If nurtured in the right way, they have the ability to make Belfast a truly creative and globally competitive city. Participating in SXSW presents a fantastic opportunity to share sights and sounds of Belfast Music around the world. We’re incredibly proud of the abundance of talent in Belfast. Music is a fundamental expression of human creativity, it permeates and soundtracks our lives, and it’s a crucial part of who we are. But it’s also a massive global industry – and one which generates substantial economic value for Belfast and the wider region.”

Geoff Taylor, Chief Executive at BPI, BRIT Awards and Mercury Prize said:
“The BPI relishes once again partnering with the British Music Embassy at SXSW, which has become such an important staging post for rising UK artists as they look to develop their global following. British music is loved the world over, accounting for one in every 10 streams, but thanks to the immediate global reach that streaming now gives artists, there is a unique opportunity for British music exports to grow even more and double to over £1 billion this decade.  Events such as SXSW, which are so keenly anticipated, have a crucial role to play in helping to realise this potential by showcasing the best of British new music talent to the rest of the world.”      

Graham Stuart, Exports Minister at the Department for International Trade said:
"The UK music industry is one of the UK’s 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.”  

Rupert Vereker, Chief Executive Officer at DIY Music and publisher of DIY Magazine said:
“The fact that 2021 is the fifth year that we are involved with the Department of International Trade’s iconic British Music Embassy stage at SXSW festival is particularly pleasing. Despite it being a virtual stage this year, it is still the pinnacle of the UK’s music export showcases for the UK’s up and coming artists. We are thrilled to be continuing the tradition of not just presenting the DIY stage, that once again features many of the DIY Class of 2020 and 2021 artists, but also being media partner to the week-long British Music Embassy stage supported by the UK industry partners that share our purpose of supporting new talent. There has never been a more important time for emerging artists to get in front of the key industry members from around the world.”

Peter Leathem, Chief Executive Officer at PPL said:
“SXSW is a major showcase of musical talent from around the world, and this year will be no exception even though we can’t be together in-person. It is still a fantastic opportunity for up-and-coming UK talent to establish new audiences and connections around the world that will help them develop their careers. Such international connections can be vital to a successful career. Of the royalties that PPL pays out, one third comes from countries outside of the UK, and SXSW offers an entry to those markets. PPL is proud to partner with the British Music Embassy and create such a platform, all while celebrating new UK music. We look forward to seeing the artists perform and wish them the best of luck.”

Andrea Czapary Martin, Chief Executive Officer at PRS for Music said:
“While we can’t currently enjoy live events standing side-by-side, we are glad that emerging songwriters and composers still have opportunities to perform as part of global events such as SXSW Online 2021. The British Music Embassy continues to offer an international platform for some of the UK’s most promising new acts to showcase their exceptional talent, with the chance for their creativity to be experienced by fans and industry the world over. We are proud to support the future of British music and once again partner with the British Music Embassy.”         

Joe Frankland, Chief Executive Officer at PRS Foundation said:
“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.  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.”

23 Apr 2021 | Press release

Youth climate groups launch ‘Climate Live’ with 24 hours of global live music streams on April 24


23 Apr 2021 | Press release

New record label 21NHG launches

FIRST SINGLE: LEFTWING : KODY - ‘DEEPER’ ft. DARLA JADE Watch/Listen to ‘Deeper’ HERE Today (23rd April), new record label 21NHG launches with their first release, Leftwing : Kody - ‘Deeper’ ft Darla Jade, available now across all DSPs. 21NHG is a dedicated dance...more

23 Apr 2021 | Press release

RSD Launches Behind the Counter

‘Behind The Counter’ video series to spotlight the UK’s independent record shops in special series re-launch The 12-part video series will launch on the 27th April in the run up to this year’s Record Store Day Drops‘Behind The Counter’ is presented by Record Store Day and...more

23 Apr 2021 | Press release

Driift announce Sasha Duncan as Head of Production

Driift, the pioneering livestream business behind acclaimed ticketed online shows for artists including Niall Horan, Nick Cave, Biffy Clyro, Andrea Bocelli, Kylie Minogue, Dermot Kennedy, Courtney Barnett, Laura Marling and Birdy is delighted to announce the appointment of Sasha Duncan...more

23 Apr 2021 | Press release

Audiomack partners with MTN to bring music streaming to over 76 million subscribers at zero data cost

  The partnership will see MTN subscribers gain free access to Audiomack’s streaming service via their mobile devices on weekly and monthly subscriptions Audiomack has partnered with MTN Nigeria ( to unveil the Audiomack+MTN Data Bundle program (, which offers MTN...more

23 Apr 2021 | Press release

LIVE appoints Chris Carey as Chief Economist

Umbrella organisation continues to expand with formation of sub-committees   Live music Industry Venues & Entertainment (LIVE) has appointed Chris Carey to the role of Chief Economist, as the live music industry trade organisation continues to grow, establishing a series of specialist...more

23 Apr 2021 | Press release

Spotify Singles original song x Aluna ft. Alicai Harley & Michael Brun

Spotify has released its third mint Singles, a companion to its flagship Dance playlist, mint, and a spin-off of the popular Spotify Singles series.  The release is a Spotify-exclusive brand-new original song by Aluna ft. Michael Brun & Alicai Harley,...more

22 Apr 2021 | Press release

BRIT Awards to go ahead with live audience as latest event in Government research programme

  The 2021 BRIT Awards ceremony will go ahead with a live audience as the latest addition to the government’s Events Research Programme, which looks at how venues can restart large events and welcome crowds back safely this summer. The BRIT Awards...more

22 Apr 2021 | Press release

Brand new wellbeing stream Radio 1 Relax launches on BBC Sounds

Today marks the launch of Radio 1 Relax, a brand new 24-hour stream to help listeners unwind on BBC  Sounds.  The new stream will launch with an 11-hour simulcast across Radio 1 and Radio 1 Relax beginning at 5pm BST today...more

22 Apr 2021 | Press release

Labyrinth Announces Seven 'Sessions Series’ Shows across London w/ Axel Boman, Gerd Janson, Perel and Todd Terje + more

The shows will take place across some of London’s best venues including Loft Studios, Village Underground and The Cause Labyrinth Sessions is a series of shows that allow artists to dig deep into their record collection, showcase the full range of their...more

22 Apr 2021 | Press release

GOAT GIRL, Mystry, Santino Le Saint and Arborist among the latest artists to receive support from PRS Foundation’s PPL Momentum Music Fund

Applications for the next round are open now – deadline for submissions is 24th May 2021 at 6pm  PRS Foundation, the UK’s leading charitable funder of new music and talent development, together with PPL, Creative Wales, Arts Council of Northern Ireland, Invest Northern...more

22 Apr 2021 | Press release

Swallow Events acquire the use of rapid testing provisions for forthcoming events/festivals, including Picnic Records, Campo Sancho Festival and Access the Music Festival

With a sensitivity of 97.1% and a specificity of 99.6%. With pricing starts from a little as £8 per test kit. The individually packaged test is imminently due to receive self-testing approval in the form of UK MHRA Emergency use (it is the second...more

22 Apr 2021 | Press release

220 Kid and Billen Ted release limited edition Wellerman VIP collection NFT's

Available to purchase on OpenSea for Ξ0.2 on Friday 23rd April, 10:00 BST 220 Kid and Billen Ted are the brains behind viral TikTok hit The Wellerman Remix  Proceeds from sales will support the Royal National Lifeboat Institution (RNLI) and 220 Kid Scholarship...more

22 Apr 2021 | Press release

Independent Music Distributor TuneCore launch free youth development initiative

Leading independent digital music distributor  TuneCore, has partnered with Point Blank Music School and youth charity, The Prince’s Trust to create a week-long programme for young people looking to join the music industry. Get Started in the Music Industry runs...more

21 Apr 2021 | Press release

Official BRITs podcast BRITs Top Table with Mastercard launches Friday 23rd April on Amazon Music

First episode features BRITs Rising Star winner Griff and broadcaster Jordan North Exclusive premiere tomorrow night on the Amazon Music UK Twitch channel    The BRIT Awards with Mastercard 2021Tuesday May 11th 2021 – at The O2 arena on ITV and ITV Hub   The BRIT Awards...more

21 Apr 2021 | Press release

MRC Data Reveals France 360 Report

  Music is a reliable source of comfort for consumers, who are turning to music as they spend more time inside: 75% of the general population in France engages with music, with 91% of music listeners saying they listen to it at home.  Among total respondents, 51% say...more

21 Apr 2021 | Press release

BBC Radio 1: Clara Amfo to become new host of BBC Radio 1’s Future Sounds

Clara Amfo has been named as the new host of BBC Radio 1’s flagship new music show, Radio 1’s Future Sounds (Monday – Thursday, 6 – 8pm), with Rickie, Melvin and Charlie to take on Radio 1’s iconic Live Lounge...more

21 Apr 2021 | Press release

The Great Escape


21 Apr 2021 | Press release

Deezer signs major media partnership in Brazil with Globoplay

·  New agreement brings Brazilian fans the best of music, podcast and video entertainment · The deal positions Deezer as the optimal global audio partner for entertainment brands   Deezer, the global audio streaming service, and Globoplay, the largest Brazilian video streaming provider...more

21 Apr 2021 | Press release

Multiple Grammy award-winner Anderson .Paak signs global publishing deal with Warner Chappell Music

  Warner Chappell Music, in partnership with Dr. Dre’s Hard Workin’ Black Folks, has entered into a worldwide administration agreement with four-time Grammy Award-winning songwriter, rapper, singer, producer, director and multi-instrumentalist Anderson .Paak. His latest project brings .Paak together with fellow Warner...more

21 Apr 2021 | Press release

Martin Garrix & Maejor's 'AREA21' sign to Disney Music Group's Hollywood Records

Martin Garrix and Maejor have signed with STMPD RCRDS/Hollywood Records (Disney Music Group) for their collaborative project AREA21. The music of AREA21 follows a story arc of two alien travelers who are tripping through the cosmos spreading a message of...more

21 Apr 2021 | Press release

Beatchain and Better Noise Music Partner for New Marketing Initiative to Amplify Fan Engagement Opportunities

Music marketing and distribution platform Beatchain announces a new partnership with leading independent record label and global artist development company Better Noise Music, sparking an initiative that will better help artists and listeners connect using fan engagement data. The strategic...more

21 Apr 2021 | Press release

BBC’s brand new Britney Spears documentary confirmed for Saturday 1 May 2021

Brand new documentary The Battle for Britney: Fans, Cash and a Conservatorship will drop on BBC iPlayer on Saturday 1 May, with a BBC Two broadcast to follow on Wednesday 5May at 9pm BST.  This 1x60 film will seek to uncover...more

21 Apr 2021 | Press release

Skully Sullivan-Kaplan joins ATC Live

ATC Live are delighted to welcome David "Skully" Sullivan-Kaplan into the company.  A hugely respected agent, Skully joins from United Talent Agency (UTA) and brings with him a diverse and acclaimed artist roster including Larkin Poe, Steel Pulse, Polica, Gentleman's Dub...more

21 Apr 2021 | Press release

UK Music Urges Music Industry To Break Down Employment Barriers As Survey Reveals 1 in 5 Disabled People Face Discrimination At Work

  UK Music is calling on music industry leaders to ensure disabled people and people with long term health conditions can realise their dreams by removing potential barriers to job opportunities. The call comes as UK Music published new findings from its...more

21 Apr 2021 | Press release

MRC Data Reveals Spain 360 Report

  With more in-home engagement, consumers are connecting with music in many ways: 86% of the general population in Spain engages with music, with 62% saying music is important/extremely important to them, followed by music videos (33%) and live streamed/virtual music events (30%) 94% of music listeners...more

20 Apr 2021 | Press release

Help, Not Hype: Lyric Financial Powers $100 Million of Funding to the Music Industry

  Lyric Financial, the company that pioneered royalty-based financing for the global music community, is announcing it has crossed $100 million mark in financing provided to its clients. From automated advances for independent artists and labels to creatively structured facilities for...more

20 Apr 2021 | Press release

Music Creation App BandLab Matches Established Player GarageBand in New Mobile Downloads

  BandLab, the mobile-first music creation and sharing platform, has caught up to GarageBand in mobile downloads, according to data from SensorTower. The app, available for Android and iOS, was installed more than 1.2 million times in March 2021 according to...more

20 Apr 2021 | Press release

Apple leads the next chapter of podcasting with Apple Podcasts Subscriptions

Major updates to Apple Podcasts make discovering and enjoying podcasts better than ever before    Apple today unveiled Apple Podcasts Subscriptions, a global marketplace for listeners to discover premium subscriptions offered by their favourite creators alongside millions of free shows on Apple Podcasts.   Starting...more

20 Apr 2021 | Press release

Warner Music Asia signs deal with global amateur esports league & platform owner ESPL

  Warner Music (WM) Asia has announced a deal that will make it the exclusive music partner to gaming platform Esports Player League (ESPL). The deal will allow ESPL to embed Warner Music songs into its platform and drive awareness of...more

23 Apr 2021

  • Universal report strong Q1 figures (see Business)

  • Summer festivals on the brink without insurance (see News, Features)

22 Apr 2021

  • BRIT Awards to host audience of 4,000 without social distancing (see News)

  • Music NFT market update (see Analysis)

  • Survey of the recorded and publishing sectors reveals changes in global market share (see Analysis)

21 Apr 2021

  • Artists call on the PM to put the value of music back "in the hands of music makers" (see News)

  • Shakeup to Radio 1's schedule (see Media)

20 Apr 2021

  • Facebook to deepen relationship with Spotify (see Digital)

  • Initiatives announced ahead of Earth Day (see News)

  • Musiio's AI analyses viral songs to seek useful patterns (see Analysis)

19 Apr 2021

  • Rebalancing the Song Economy report suggests "payment for writers is dysfunctional at best" (see Analysis, Features)

  • Apple Music’s payment rate for artists and labels is at least double what Spotify pays artists/Also: Why it's misleading to say that (see Digital)

  • Penske Media to acquire 50% stake in SxSW (see Business)

16 Apr 2021

  • The future of how we’ll consume music (see Features)

  • Warner and Spotify announce podcast partnership (see Digital)

15 Apr 2021

  • Rap and Hip Hop accounted for 22% of all UK singles consumption in 2020 (see Analysis)

  • Spotify enables album downloads; partners with virtual events companies (see Digital)

  • Time running out for some summer festivals (see News)

14 Apr 2021

  • Spotify officially announces Car Thing (see Digital)

  • How Tim Burgess’ Twitter Listening Party lifted fans during lockdown (see Features)

13 Apr 2021

  • Nightclub industry fears for its post-Covid future (see Features)

  • Dance music has thrived on Spotify during lockdown (see Digital)

12 Apr 2021

  • Streaming may have saved the industry, but does it now need reform itself? (see Features)