The British Music Embassy (BME) has announced that it will host a two-night music showcase at the first-ever SXSW London this year.
The showcase will take place at Devonshire Square (DSQ) from 7-11pm on Monday 2nd and Tuesday 3rd June 2025.
The British Music Embassy in London is a collaboration between UK record labels association the BPI (British Phonographic Industry), the British Council, the Department for Business & Trade (DBT), music licensing companies PPL and PRS for Music, the UK’s leading charitable funder of new music PRS Foundation, and collective voice of the industry, UK Music.
The BME will take over DSQ, a multi-purpose venue a two-minute walk from Liverpool Street Station, to spotlight some of the leading musical talent in the UK, with multiple showcases taking place over two nights.
The BME will form part of UK House, which will bring together innovative minds to spark ideas, forge partnerships, and shape the future of the creative economy during the day at the same venue.
The BME SXSW London 2025 line-up
Beth McCarthy
Charlotte OC
Ellur
Freak Slug
Gurriers
Joviale
L’objectif
Master Peace
The showcases will be open to SXSW London badge-holders and music festival pass-holders.
Peter Leathem OBE, CEO of PPL said: “PPL is proud to support the inaugural British Music Embassy at SXSW London having been involved in the Austin edition from the very start. We are looking forward to helping showcase some brilliant British and Irish talent in Shoreditch next month.”
Production partners Production Park and Allen & Heath will bring their craft and expertise to the venue, ensuring artists benefit from world-class production and design, with further production support from the likes of Marshall, DB, Creative Technologies, TAIT and more.
Now in its 18th year, the BME has become a mainstay at SXSW in Austin and one of the conference’s most popular music destinations, having hosted shows for over 700 UK acts since 2008.
The BME is credited with having helped launch the international careers of the likes of Little Simz, Sam Fender, IDLES and many more. In 2025, the BME at SXSW in Austin featured 80 performances from over 50 artists over an eight-day period.
Check out PPL’s coverage of SXSW Austin 2025 here, including interviews with BBC Introducing, rock duo Big Special and music not-for-profit organisation jazz re:freshed.
Dr Jo Twist OBE, CEO of BPI said: “The British Music Embassy has been a real musical highlight of SXSW internationally for many years, and a vital launchpad for British acts looking to reach global audiences. This year, we’re excited to be bringing the format to our very own backyard as part of the inaugural SXSW London, and to shine a light on some of the incredible musical talent coming out of the UK.”
Joel Mills, Director, Music, British Council added: “I am excited to see how the inaugural SXSW London offers new opportunities for international connections to the UK’s vibrant music and arts sectors. Working in partnership with other UK music organisations to support British Music Embassy and UK House enables us all to showcase some of the best UK talent, as well as offers a brilliant hub for networking, cultural and business exchange. Together we are able to support building strong foundations for making SXSW London a destination for music, arts and creative innovation on the global stage.”
Gareth Thomas, Minister for Exports and Small Businesses said: “The UK has always led the way with its world-renowned musical acts, and over nearly twenty years the British Music Embassy has supported the careers of our homegrown talent – from Amy Winehouse to Sam Fender – so it’s brilliant to have them join UK House for the inaugural SXSW London.
“As one of our growth-driving sectors, the creative industries have a huge part to play in delivering this Government’s Plan for Change and our mission to grow the economy. I’m proud this Government’s collaboration on programmes like the Music Export Growth Scheme and International Showcase Fund is continuing to help UK artists break into new markets, and excited to see what SXSW London brings.”
Andrea Czapary Martin, CEO of PRS for Music said: “We are pleased to support the British Music Embassy as it joins the SXSW London line-up. BME is a unique showcase for the UK’s incredible songwriter community and has been instrumental in raising awareness of UK acts to the rest of the world.”
Joe Frankland, CEO, PRS Foundation said, “The British Music Embassy at SXSW in Austin, Texas, has an unparalleled reputation of unmissable shows from some of today’s most exciting UK artists and is an important platform for the UK music industry, so we’re delighted to see the BME being brought to the UK for SXSW London. We’re also proud to see that at the BME and across the festival, many exceptional UK-based artists that have received PRS Foundation support will be performing and having that vital opportunity to showcase their talent to international delegates and audiences.”
Tom Kiehl, CEO of UK Music said: “The UK music industry generates £7.6 billion for our economy along with export revenues of £4.6 billion and supports 216,000 fantastic jobs. I’m confident that British Music Embassy at SXSW London will act as an important catalyst to help further grow our sector and showcase the huge range and diversity of British talent. Having seen the success of the original SXSW in Austin, I hope we can capture that same spirit of enterprise and ambition to make SWSW a fixture in the UK’s musical calendar.”
