The British Music Embassy, SXSW’s venue for break-out UK music stars, has announced its line up of the best new British music, including Priya Ragu and Yard Act, as well as BBC Music Introducing Artist of the Year 2021, Self Esteem and YouTube star Strawberry Guy.
Celebrated jazz collective Steam Down, grunge-pop singer songwriter Baby Queen and genre-bending duo Nova Twins will join them on a bill that runs across 12 showcases and will be a triumphant in-person return for one of SXSW’s most renowned destinations.
The full line-up:
Anna B Savage / Baba Ali / Baby Queen / Beauty Sleep / Buzzard Buzzard Buzzard / CHERYM / CMAT / Dani Larkin / Eliza Shaddad / Ferris & Sylvester / Fur / Gallus / George Riley / Grace Cummings / Hamish Hawk / Hamzaa / Jamie Webster / Jelani Blackman / Jockstrap / Joesef / Katy J Pearson / The Lathums / Liz Lawrence / Los Bitchos / Low Girl / Low Hummer / Mace The Great / Max Pope / MEMES / ME REX / Moonchild Sanelly / Nova Twins / Penelope Isles / Poppy Ajudha / Priya Ragu / Red Rum Club / Roe / Ruth Lyon / Self Esteem / Sinead O'Brien / Steam Down / Strawberry Guy / Talk Show / Walt Disco / Wargasm / We Were Promised Jetpacks / W.H. Lung / The Wood Burning Savages / Working Men’s Club / Yard Act.
The British Music Embassy’s 12 showcases run from March 12 to March 19, split between four day-time and eight night-time shows.
It is also the British Music Embassy’s biggest ever presence at SXSW. This year the Embassy has moved from a 250-person venue, to the 700 capacity Cedar Street Courtyard.
The British Music Embassy also offers networking opportunities for those looking to build business connections around the world, with a week-long programme of panels and roundtables featuring top UK executives and industry experts.
“I’ve never been to Texas before so this is going to be a totally new experience for me and I’m so excited to be playing at such an iconic festival that champions new music,” said Baby Queen. “I think this year’s line-up will be one to remember!”
"I think it's any musician's dream to play shows in America, so getting to stop off at SXSW in between playing New York and LA really feels mad to me, canny wait to rep the East End of Glasgow in Texas,” added Joesef.
“It’s great to be back in Austin at SXSW, it feels so long ago!” said The Lathums manager, Dave Pichilingi, CEO Modern Sky UK/USA.
“And we’re particularly delighted to have The Lathums playing at the amazing British Music Embassy and be back to our old hunting grounds.”
“Appearing at the British Music Embassy sees our first trip to the US for SXSW - a milestone event,” enthused Sinead O’Brien.
“It’s a huge opportunity; making our first marks in America. At SXSW we aim to build new relationships with publishers and international bookers. We appreciate all the support from partners and funders assisting our showcase.”
“America has always been somewhere I’ve wanted to visit, but never had the opportunity to do so,” commented Strawberry Guy.
“I feel so over the moon that the first time I’m going is to play SXSW and The British Music Embassy! It feels so magically surreal that I’m finally going to live my dream and meet old and new fans over there… Me and my band cannot wait. See you soon America.”
“I remember dropping Walt Disco at the bus stop to the airport for their flight to SXSW 2020 just as the opportunity got taken away from them so they never ended up getting on the bus,” reflected Walt Disco manager Hamish Fingland, Bounse MGMT.
“Since then they signed to Lucky Number, they now have their album announced and a US PR Team so the band are more prepared and hungry than ever. With PRS Foundation and MMF Accelerator help we can now go across the water and show America The World of Walt Disco."