British Music Embassy full schedule at SXSW
Credit: British Music Embassy

SXSW: British Music Embassy announces its full schedule at a brand new two-stage outdoor venue

The British Music Embassy (BME) has announced its showcases and set times for this year’s SXSW events in Austin, Texas, taking place Saturday 9 March to Saturday 16 March at a brand new, two-stage outdoor venue. The Backyard at Downright Austin (formerly the Sheraton) will be a festival within a festival, shining a light on some of the most exciting music talent from across the UK. Day shows are open to the general public.

Across the eight days there will be 12 shows, with eight night and four afternoon shows. The BME will be presenting more than 60 showcase performances representing the breadth and depth of new and established British music across different genres. This year’s events include showcases hosted by ATC-Live, BBC Introducing, CLASH Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda, and Xtra Mile Recordings. A new addition to the schedule is grime artist, MC and producer Skepta, who will take to the BME stage on the Sunday night.

The incredible wealth and array of talent across the eight days includes Äyanna,Victoria Canal, Chalk, Rachel Chinouriri, Coach Party, Conchúr White, Cosmo Pyke, Divorce, Do Nothing, Fat Dog, Jeshi, Lauren Ruth Ward, Lottery Winners, Porij, Sanity, and many more, along with established acts such as Ash, Dry Cleaning, Gruff Rhys, and Frank Turner & The Sleeping Souls.

The British Music Embassy is brought to you by lead media partner BBC Music Introducing, UK record labels’ association the BPI, the Department for Business & Trade (DBT), The Ivors Academy, The British Council, and collective management organisations PPL and PRS for Music. ​​There will also be networking opportunities for those looking to build business connections worldwide, with a week-long programme of panels and roundtables featuring top UK executives and industry experts.

Full line-up includes:
Angélica GarciaAshÄyannaBleach Lab • BodurChalkChartreuseChina BearsCoach PartyConchúr WhiteCosmo PykeCrae WolfCURRLSDivorceDo NothingDream NailsDry CleaningDumb Buoys Fishing ClubEleni DrakeEllie BleachEnola GayFabiana PalladinoFat DogFaux RealFrank Turner & The Sleeping SoulsFriedbergGareth DonkinGruff RhysHarvey WhyteHighSchoolHolly MacveHotWaxHumourIzo FitzroyJames SmithJaz DhamiJeshiKiLLOWENLambrini GirlsLauren Ruth WardThe Lottery Winners The ManateesMiso ExtraMui ZyuNabihah Iqbal Neon WaltzNoah And The LonersO.Pauli The PSM Pet NeedsPorij Rachel ChinouririReevahSanityShelf LivesSinkaneSkeptaSkinny ListerSpyresTamera Until The Ribbon BreaksVictoria CanalVijiVLUREVulva Voce

Peter Leathem, OBE, CEO of PPL:
“As long-time supporters of the British Music Embassy, we’re delighted to be heading back to SXSW with all our partners. Through our continued investment in the PRS Foundation, PPL Momentum Fund and the International Showcase Fund, we’ve continued to support grassroots talent. The British Music Embassy provides a wonderful opportunity to put the very best of British creativity centre stage and in front of a global audience.”

Dr. Jo Twist OBE, BPI Chief Executive:
“In today’s globally competitive music market, SXSW remains an essential platform for talented new British artists to showcase in front of influential audiences from across the world. This marks an exciting year for the British Music Embassy as we take our biggest venue yet, running across two fully outdoor stages and continuing our partnership with Bowers & Wilkins for their incredible sound system technology. BPI is proud to return as a partner of the British Music Embassy and I look forward to seeing the British presence at SXSW continue rising.”

Tom Gray, Mercury Prize winner and Chair of The Ivors Academy:
“I’m thrilled with the abundance of songwriting talent at this year’s British Music Embassy. Rising stars including Ivor Novello Award winner Victoria Canal and nominee Rachel Chinouriri exemplify the UK’s vibrant and diverse music scene, which teems with artistic strength and boundless creativity.”

Joel Mills, Director, Music, British Council:
“The UK’s music sector is world renowned worldwide for its breadth, diversity and innovation as well as its numerous cultural influences that reflect the diversity of the UK. It’s never been more vital to work together to strengthen the music ecosystem, to build international confidence, new connections and opportunities. We’re really pleased to support the British Music Embassy this year to secure such opportunities for a wide range of UK artists to showcase their talents to the industry and audiences from around the world.”

Kelly Betts, Editor, BBC Introducing:
“BBC Introducing are always excited to return to SXSW with our British Music Embassy partners, to showcase new and emerging UK acts on their first steps to conquering the US. We can’t wait to see who will follow in the footsteps of Celeste, Arlo Parks, Idles, and Sam Fender.”

Andrea Czapary Martin, CEO of PRS for Music:
“For 110 years PRS for Music have championed our global community of trailblazing songwriters, composers, and music publishers. Our continued investment into the British Music Embassy 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.”

PRS for Music is a world-leading music collective management organisation representing the rights of more than 165,000 talented songwriters, composers, and music publishers around the globe. Headquartered in the UK, it works diligently on behalf of its members to grow and protect the value of their rights. With a focus on innovation and integrity, PRS for Music is redefining the global standard for music royalties to ensure creators are paid whenever their musical compositions and songs are streamed, downloaded, broadcast, performed and played in public. In 2022, PRS for Music collected £964m and paid out £836.2m in royalties.

The British Council is the UK’s international organisation for cultural relations and educational opportunities. “We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. We do this through our work in arts and culture, education and the English language. We work with people in over 200 countries and territories and are on the ground in more than 100 countries. In 2022-23 we reached 600 million people.”

The Ivors Academy is the UK’s independent professional association for music creators. “We represent and champion a diverse, talented community of songwriters and composers. We are a self-funded not-for-profit organisation, relying on the continued support of our members and partners to carry on our work. The Academy is known internationally for The Ivors and The Ivors Classical Awards. An Ivor Novello Award is the pinnacle in the career of many songwriters and composers.”

The BPI is the trade association for the UK’s record companies and labels and is the representative voice of British recorded music. Through its policy and public affairs-led work, it campaigns to foster an environment in which its members and their artists can thrive, championing the rights of more than 500 independent labels alongside those of world-leading record companies Sony Music UK, Universal Music UK and Warner Music UK, and of the artists, performers and label members of music licensing company PPL. The BPI safeguards recorded music through its Content Protection work, tackling digital piracy and counterfeit products, and actively promotes British music and artists at home and around the world, including through the Music Export Growth Scheme; international trade missions, including LA Sync; and participation at events overseas, such as SXSW.

For full details please check out the British Music Embassy 2024 Guide Book.


God is in the TV is an online music and culture fanzine founded in Cardiff by the editor Bill Cummings in 2003. GIITTV Bill has developed the site with the aid of a team of sub-editors and writers from across Britain, covering a wide range of music from unsigned and independent artists to major releases.