The British Music Embassy, SXSW’s destination for breakout UK music stars, has today announced its live return to the festival with its biggest ever venue.
The UK’s official music showcase expands into Cedar Street Courtyard for the return to live music at SXSW Music Festival, 14 to 22 March 2022.
Nearly tripling in capacity, the showcase returns in 2022 with a capacity of 700 at Cedar Street Courtyard, an open-air SXSW hotspot that will host the best of British music.
It is planned as the first in-person British Music Embassy since 2019 following the cancellation of the previous two festivals due to the spread of COVID-19. Having moved to virtual showcases in the interim, 2022 sees the return of one of the largest, and most prestigious, international new music festivals bringing together music artists and professionals in Austin, Texas for a week-long celebration of music and creativity.
The British Music Embassy has been at SXSW since 2008 and has helped over 450 of the UK’s most exciting new artists reach new international audiences and, in some cases, become global success stories - with past performers including AJ Tracey, Arlo Parks, Bastille, Celeste, Dave, IDLES, Rag‘n’Bone Man, Sam Fender, The Big Moon and The 1975.
James Minor, head of music festival, SXSW, said: 'The British Music Embassy showcase has been a highlight of the SXSW Music Festival for more than 15 years. As the world reconvenes in Austin in March 2022 to see where our global industry is headed, we especially look forward to discovering what's next in British Music at the British Music Embassy.'
IDLES, British Music Embassy alumni, said: 'Playing the British Music Embassy at SXSW was a huge deal for IDLES, it marked a turning point where we went from being entirely underground, entirely unheard of. People started to take notice. SXSW is a whirlwind of anxious, eager, thrilling energy and the British Music Embassy shows always bring that energy by the bucketload. It meant a lot for us to be there.'
Tom Windish, agent, Wasserman Music, said: 'SXSW is the most important event of the year in the USA for a musician with a developing career. Every year tens and tens of thousands of people travel to Austin, Texas to see the latest and greatest musicians at music showcases all over the city. Of all the parties and events, the British Music Embassy is one of the very best. Year after year, they consistently feature the brightest rising stars of the UK music scene.'
SXSW will take place in Austin, Texas between 14 and 20 2022.