The British Music Embassy returns to SXSW to showcase the best of new British music

The British Music Embassy returns to SXSW in 2018 for its 11th year.

The first six night time official SXSW showcases will be 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.

“This is one of the international music community’s most influential showcases for new and emerging artists,” said Peter Leathem, Chief Executive at PPL. “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.”

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.”

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.


About Laura Barnes 427 Articles
Founder/Publisher of UK musical instrument industry publication MI Focus.