The British Music Embassy returns to SXSW 2018

Six showcases of hotly-tipped British music will return to the festival in Austin, Texas, 12 – 17 March 2018

South London rapper Dave performing live at the Radio 1 Showcase with PRS and PPL at last year's British Embassy Stage at SXSW

The British Music Embassy returns to SXSW in 2018 for its 11th year with the first six night time official SXSW showcases 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.

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.


The British Music Embassy continues to be a top destination for key players attending SXSW.  Renowned for its first-rate sound quality and impressive showcases of the best music the UK has to offer.  We’d like to congratulate all the indie acts playing at our showcase on the Thursday night, and all the labels involved. We can’t wait to see where the opportunity takes them.

Paul Pacifico, CEO at AIM

Helping British artists take their first steps internationally is a key objective for BBC Music and the current variety and volume of British musical talent is incredibly encouraging. Working with our partners at SXSW provides the perfect platform for us to do this through BBC Radio 1, 1Xtra, Radio 2 and 6 Music, and BBC Music Introducing.

James Stirling, Head of Content Commissioning at BBC Music

This is one of the international music community’s most influential showcases for new and emerging artists.  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.

Peter Leathem, Chief Executive at PPL

SXSW truly is an event like no other. It has played an important role in the careers of countless talented UK songwriters and performers, many of whom I’ve had the pleasure of seeing for myself in Austin, early on in their musical journey. The British Music Embassy is an integral part of SXSW, celebrating British culture on an international stage and I am delighted for PRS for Music to be partnering with it once again.

Nigel Elderton, Chairman at PRS for Music 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.

Vanessa Reed, CEO, PRS Foundation

About AIM

The Association of Independent Music (AIM) is a trade body established in 1999 to provide a collective voice for the UK’s independent music industry.

AIM represents over 800 music companies, from the largest independent labels in the World to underground stalwarts, DIY artists, start-ups and independent distributors. AIM promotes this exciting and diverse sector globally and provides a range of services, discounts and events to members, enabling them to grow, grasp new opportunities and break into new markets.

AIM was instrumental in the creation of Merlin, the global digital rights which ensures that independents have a vehicle to protect and enhance their ability to compete in the ever changing world of digital music. In 2006 AIM worked with sister organisations across the globe to set up the Worldwide Independent Network (WIN), in response to business, creative and market access issues faced by the independent sector everywhere.

The AIM Independent Music Awards is the leading awards ceremony for independent music, shining a spotlight on the great wealth of talent to come out of the most exciting and forward thinking sector in the UK. The AIM Awards is proud to recognise the real heroes of music; those who do things their own way, make incredible music and inspire us all with their creativity, commitment & spirit.

Head to to find out more.

About BBC Music

BBC Music, led by Bob Shennan, Director of Radio and Music, is the corporation’s strongest commitment to music in 30 years – comprising of new partnerships and ground-breaking music initiatives, which include Ten Pieces, the classical music initiative for schools, and BBC Music Day. Recent programmes last include Sounds Like Friday Night, a brand new six part music show for BBC One, produced by the award-winning independent production company Fulwell 73.  Radio 2 In Concert presented Tears for Fears, CHIC feat. Nile Rodgers, Liam Gallagher and Paloma Faith and Deep Purple, with all performances on Radio 2 and in vision on BBC Red Button, produced by BBC Studios.  BBC One presented Children in Need Rocks the 80s! Harry Styles at the BBC, Sam Smith at the BBC, with U2 at the BBC in December, which follow the acclaimed Adele at the BBC and Michael Bublé at the BBC.  Also in December was Gregory Porter's Popular Voices, a new three part series on BBC Four, and The Year In Music 2017, a one hour special on BBC Two, hosted by Claudia Winkleman with guest presenter Clara Amfo, which featured the BBC Music Awards 2017. In May 2018, BBC Music presents The Biggest Weekend - a music festival with all the BBC’s music stations for over 175 000 people, taking place across four sites, in four nations, over four days celebrating the range and diversity of music supported by the BBC.

About DIT

The UK’s Department for International Trade (DIT) has overall responsibility for promoting UK trade across the world and attracting foreign investment to our economy. We are a specialised government body with responsibility for negotiating international trade policy, supporting business, as well as delivering an outward-looking trade diplomacy strategy.

About DIY

Previous generations have had their influencer brand and, over the last fourteen years, DIY has become the music discovery media platform for a new generation of artists and fans who are still passionate about music. DIY is the UK’s largest free media platform dedicated to music and - more importantly - supporting emerging artists as a music discovery brand. We have an international following of over 1m+ a month (500,000 on social media alone), reinforced by a national presence led by our print magazine, which boasts distribution at over 200+ outlets, now including Rough Trade NYC. DIY also offers an ongoing programme of regional live events and hosts stages at festivals like The Great Escape, and Latitude where we help to showcase great new acts.

About PRS for Music

Here for music since 1914, PRS for Music is a world-leading music collective management organisation representing the rights of more than 175,000 talented songwriters, composers and music publishers. Redefining the global standard for music royalties, PRS for Music ensures songwriters and composers are paid whenever their musical compositions and songs are streamed, downloaded, broadcast, performed and played in public. 

For 110 years it has grown and protected the rights of the music creator community, paying out royalties with more accuracy, transparency and speed. In 2023, PRS for Music paid out £943.6m in royalties and collected a record £1.08 billion in revenues.

About PPL

Founded in 1934, PPL is the UK music industry’s collective management organisation (CMO) for over 110,000 performers and record companies. We license recorded music in the UK when it is played in public (shops, bars, nightclubs, offices etc.) or broadcast (BBC, commercial radio, commercial TV etc.) and ensure that revenue flows back to our members. These include both independent and major record companies, together with performers ranging from emerging grassroots artists through to established session musicians and influential festival headliners. PPL’s public performance licensing is carried out on PPL’s behalf by PPL PRS, the joint venture between PPL and PRS for Music.

We also collect performance rights internationally when music is played in public and used on TV, radio and some online streaming services, as well as for private copying. This is achieved through our network of 92 agreements with CMOs around the world. International revenues are an increasingly important revenue stream for performers and recording rightsholders – since 2006 we have collected £429.1 million. In 2018 we collected £246.8 million while also distributing money to 105,192 performers and recording rightsholders.

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