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British Music Embassy reveals SXSW Online line-up

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.

Maya Radcliffe
  • By Maya Radcliffe
  • 25 Feb 2021
  • min read

The British Music Embassy today unveils 35 artist showcases as part of SXSW Online 2021. 

The Embassy is the official UK residency at SXSW and annually takes over an Austin venue to hosts a number of events and showcases throughout the convention. 

Since 2008 it has hosted over 450 UK artists, positioning them in front of a global audience in order to help them to break into new markets and advance their careers. The British Music Embassy also uses UK-only production and equipment, giving artists from the UK an unparalleled platform on the world music stage. 

As this year’s festival is online-only this, 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 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 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

Andrea Czapary Martin, chief executive officer, 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, 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.’

For more, head to The British Music Embassy website