British Music Embassy

SXSW 2024: British Music Embassy to return with over 70 live showcases

The BME will run in Austin, Texas from 9-16 March.

Sam Moore
  • By Sam Harteam Moore
  • 15 Feb 2024
  • min read

The British Music Embassy (BME) is set to return to SXSW Festival in Austin, Texas next month to shine a light on some of the most exciting music talent from across the UK.

Taking up residence in the Backyard at Downright Austin (formerly the Sheraton) from 9-16 March, the BME — which is run in partnership with BBC Music Introducing (who will host three nights at BME), the BPI, the Department for Business & Trade, The Ivors Academy, The British Council, PPL and PRS for Music — will stage over 70 live music showcases across eight days.

A host of new and established British artists will perform on BME's two stages during SXSW 2024, including the likes of Ash, Gruff Rhys and Frank Turner & The Sleeping Souls. Rising acts like Victoria Canal, Rachel Chinouriri, Coach Party, Jeshi, Divorce, Jaz Dhami, Lottery Winners, Äyanna, Porij, Sanity and Fat Dog also form a key part of the line-up, which you can see below.

Angélica Garcia, Ash, Äyanna, Bleach Lab, Bodur, Chalk, Chartreuse, China Bears, Coach Party, Conchur White, Cosmo Pyke, Crae Wolf, CURRLS, Divorce, Do Nothing, Dream Nails, Dry Cleaning, Dumb Buoys Fishing Club, Eleni Drake, Ellie Bleach, Enola Gay, Fabiana Palladino, Fat Dog, Faux Real, Frank Turner & The Sleeping Souls, Friedberg, Gareth Donkin, Gruff Rhys, Harvey Whyte, HighSchool, Holly Macve, HotWax, Humour, Izo Fitzroy, James Smith, Jaz Dhami, Jeshi, KiLLOWEN, Lambrini Girls, Lauren Ruth Ward, The Lottery Winners, The Manatees, Miso Extra, Mui Zyu, Nabihah Iqbal, Neon Waltz, Noah And The Loners, O., Pauli The PSM, Pet Needs, Porij, Rachel Chinouriri, Reevah, Sanity, Shelf Lives, Sinkane, Skinny Lister, Spyres, Tamera, Until The Ribbon Breaks, Victoria Canal, Viji, VLURE, Vulva Voce.

Other BME programming partners include ATC-Live, Clash Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda and Xtra Mile Recordings. The main stage will once again be powered by the Bowers & Wilkins Sound System, with the audio brand’s custom-built high-performance PA system bringing its revered True Sound to the live music stage.

In addition to the live music, there will also be a week-long programme of panels and roundtables featuring top UK executives and industry experts, as well as networking opportunities for those looking to build business connections worldwide.

Andrea Czapary Martin, CEO of PRS for Music, said in a statement: 'For 110 years PRS for Music has championed our global community of trailblazing songwriters, composers and music publishers. Our continued investment in the BME at SXSW allows us to provide a springboard for our members to showcase their music on an international stage. We are delighted to return as one of the key partners to power this takeover at The Backyard.'

Joe Frankland, CEO, PRS Foundation, added: 'Overseas showcasing is an incredibly important stepping stone for talented UK-based music creators to break into new territories, build audiences and broker deals to develop their careers. The British Music Embassy at SXSW in Austin, Texas, has a fantastic reputation of unmissable shows from some of today’s most exciting UK artists and is an important platform for the UK music industry at this world-renowned festival.  We’re delighted that through our International Showcase Fund we are supporting 28 exceptional UK-based artists to showcase at this year’s festival, many at the BME, and we’re very much looking forward to seeing the impact of this opportunity on their careers.'