South by Southwest (SXSW) in Austin, Texas, is one of the biggest and most influential music showcase festivals in the world. Each year, it brings together artists, industry professionals and audiences from across the globe – offering emerging acts a chance to build international audiences and industry connections at a pivotal stage in their careers.
For UK artists, performing at SXSW can be a defining moment. But getting there often depends on access to the right support and resources.
Travel, accommodation, visas and production costs can quickly add up, particularly for artists who are still developing their careers. So how do UK artists make it to SXSW and what support is available to help them take that step?
The role of the British Music Embassy
One of the key platforms for UK talent at SXSW is the British Music Embassy (BME).
Now in its 18th year, the BME is the UK’s official music presence at SXSW, hosting a week-long programme of live performances, panels and networking opportunities. Since launching in 2008, it has showcased more than 700 UK artists – many of whom have gone on to achieve significant critical and commercial success.
Just some of the artists who have performed on BME stages in previous years include Olivia Dean, Sam Fender, Little Simz, Jungle and The 1975.
For 2026, the BME featured over 60 emerging UK artists across seven days of showcases alongside a wider programme of industry events and collaborations.
Delivered in partnership with organisations including PPL and PRS, UK record labels association the BPI, the Department for Business and Trade (DBT), the British Council, PRS Foundation and BBC Introducing, the BME provides a platform for UK artists to reach international audiences – often for the first time.
How funding helps artists get to SXSW
Behind many of these performances is targeted funding designed to support artists at key moments in their development.
One route is the International Showcase Fund (ISF), delivered by PRS Foundation and part-funded by PPL and other industry partners.
The ISF offers grants of up to £5,500 to UK-based artists, bands, songwriters and producers who have been invited to perform or create new music at international showcasing festivals, songwriting camps or conferences – including SXSW.
This funding can be used to cover essential costs such as travel, accommodation and preparing a live show. For many artists, it makes the difference between being able to take up an international opportunity or not.
In practical terms, it allows artists to present their music at its best – whether that means bringing a full band, or making sure a manager is able to join them in order to maximise all opportunities to build the right team around the band that international showcasing presents.
Speaking to PPL, Manchester-based electronic-jazz producer Werkha (aka Tom Leah) told us how the ISF supported his journey to SXSW, where he performed at the BME’s BBC Introducing showcase. He emphasised the importance of not being afraid to “speak to the people who want to give you the money”.
Werkha also explained how it was music creative team British Underground and jazz re:freshed – a music and arts not-for-profit organisation also supported by PPL through PPL Giving – who encouraged him to apply for funding and supported him through the process.
Watch Werkha share his journey to SXSW here:
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Read more on guidance for applying for the International Showcase Fund here.
Building an international career
For artists, SXSW is a chance to take meaningful steps in building an international career.
For London shoegaze band Whitelands, who also received support from the International Showcase Fund to perform at the BME at SXSW, they used the experience as an opportunity to connect with new audiences and industry partners – from securing a manager to beginning to build a US-based team and establishing an international presence.
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The role of PPL
PPL has supported the British Music Embassy at SXSW since its inception in 2008 and continues to play a key role in helping UK artists reach global audiences.
Alongside our involvement in the BME and supporting talent development through our partnership with PRS Foundation’s International Showcase Fund, we also support PRS Foundation’s PPL Momentum Music Fund and Talent Development Network, which help artists at earlier stages of their careers build the foundations needed to reach opportunities like SXSW.
Supported by Creative Wales and Arts Council of Northern Ireland, the fund awards grants ranging from £5,000 to £15,000 to UK-based artists to support a range of career-building activities – from touring and recording albums or singles to marketing to reach a wider audience.
For more information and guidance on applying, visit the PRS Foundation website.
Why SXSW matters
Showcase festivals like SXSW play an important role in the global music ecosystem.
They create a space where emerging artists can perform in front of international audiences; connect with labels, managers and agents; and build relationships that support long-term career growth.
For UK artists, platforms like the British Music Embassy – supported by organisations including PPL – help ensure that talent from across the UK can access those opportunities.
By combining performance opportunities with targeted funding and industry support, SXSW forms part of a wider pathway for artists building sustainable, international careers.
