British Music Embassy set for SXSW return with the UK’s finest emerging talent

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The British Music Embassy will be returning to Austin to host some of the UK’s finest emerging talents at SXSW 2020 next month.

This year, with the new and larger home of Cedar Street Courtyard, British Music Embassy will host ten days of activity.

Now in its 13th year, the British Music Embassy is the official UK residency at SXSW and hosts several events and showcases throughout the convention, which runs from March 13-22.

Each year, the British Music Embassy takes over a venue for the week, playing host to some of the most exciting UK talents at SXSW and will once again be the gold standard for international showcasing in 2020.

There will be six official SXSW night-time showcases in partnership with AIM, BBC Music, the BPI, the Department for International Trade (DIT), PPL, PRS for Music and the PRS Foundation. Combined with a number of day parties, and events during interactive, this means 58 sets from some of the best UK new artists, many of whom are performing on North American soil for the first time.

With a diverse spread of brilliant acts ranging from brand new grassroots bands to more established artists, these showcases have become a firm favorite for thousands of SXSW fans.

Legendary DJ Steve Lamacq will also be hosting a BBC Radio 6 Music showcase (in Association with the BPI) on Wednesday, March 18: Bang Bang Romeo, Pigs Pigs Pigs Pigs Pigs Pigs Pigs, Jehnny Beth, The Murder Capital and BEABADOOBEE.

BBC Radio 6 with Steve Lamacq

Radio 1’s Huw Stephens will again host the BBC Music Introducing / PRS Foundation show on Thursday, March 19, bringing six exciting new acts who are being supported by BBC Introducing this year: Self Esteem, Aaron Smith, Knucks, Arlo Parks, The Orielles and Steam Down.

Details of further acts appearing at the British Music Embassy will be released in the coming days.

The partners involved in the showcases at the British Music Embassy have spoken about the importance of the event to the UK music industry.

Tom Kiehl, Acting CEO of UK Music, said: “UK Music is proud to be part of the fantastic British Music Embassy at SXSW and a partner at the event for a second year.

“Music contributes £5.2billion to the UK economy and brings enjoyment to millions at home and around the world. This promises to be another fantastic global showcase of outstanding UK talent.”

James Stirling, Head of BBC Music, said: “BBC Music is proud to showcase a selection of the most talented emerging British artists at SXSW.

“We have a successful record of delivering great talent to the US and many of the artists have used the opportunity as a springboard for US success. Working alongside our fantastic partners, I am confident this year will bring a similar result.”

sxsw - british music embassy

For more information about SXSW 2020, click the picture for the website.

Founder and Editor-in-Chief of ICM, full-time journalist, occasional photographer, Chelsea FC.