The British Music Embassy (BME) today announces a two-night music showcase at SXSW London 2026, taking place at Devonshire Square (DSQ) from 7-11pm on Tuesday 2nd and Wednesday 3rd June 2026.
The British Music Embassy in London is a collaboration between the Department for Business & Trade (DBT), music licensing companies PPL and PRS for Music, UK record labels association the BPI (British Phonographic Industry), the British Council, the UK’s leading charitable funder of new music PRS Foundation, collective voice of the industry UK Music, and the Northern Music Export Office.
As part of SXSW London 2026, the BME will once again 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 SXSW London 2026 line-up includes:
Tuesday 2 June 2026
- Nadine Shah
- Michael Aldag
- Venus Grrrls
- Young Rebel Set
Wednesday 3 June 2026
- Future Utopia
- CQ Wrestling
- Precious Pepala
- Daytime TV
The showcases will be open to SXSW London badge-holders and music festival pass-holders.
Now in its 19th 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. BME stages have welcomed some of the UK’s most celebrated acts, including the likes of Olivia Dean, Sam Fender, Little Simz, Jungle, The 1975 and many more.
Production Park will once again deliver the production, ensuring artists benefit from world class stage production and design, alongside partners including Creative Technology, Allen & Heath, the Academy of Live Technology, Elation Lighting, TAIT, Subfrantic, DPA, Austrian Audio, Wisycom, Marshall, Natal and dbTechnologies, who will be providing the PA system.
The Northern Music Export Office will officially launch at the British Music Embassy on Tuesday 2 June, with Radio 1’s Maia Beth hosting a dedicated panel on the initiative from 5:30–6:30pm. Joined by Generator and the four Northern Mayors, the panel will explore how regional collaboration, export and cultural investment are reshaping the future of the UK music industry beyond London.
BME will form part of UK House (1-4 June), bringing together boundary-pushing creatives, technologists and business leaders to spark ideas, meaningful connections and shape the future of the creative economy. Sign up here to receive the latest updates and registration details.
Trade Minister Chris Bryant said:
“As SXSW London demonstrates UK music artists are the envy of the world.
“That’s why we are increasing funding to the British Music Embassy and continuing to invest in schemes like the Music Export Growth Scheme and International Showcase Fund which will help the next generation of British artists reach new markets, drive exports and ensure the UK’s global leadership in music endures.”
Peter Leathem OBE, CEO of PPL said:
“The British Music Embassy has long played a pivotal role in introducing UK talent to global audiences, and its return as part of SXSW London underlines how important these showcases are for the next wave of artists. Supporting performers is core to our mission, and PPL is proud to partner on a programme that puts emerging artists front and centre at key moments in their careers.”
Dr Jo Twist OBE, CEO of BPI said:
“The British Music Embassy has become an important and much-anticipated feature of SXSW events in providing a key launchpad for British artists connecting with and growing their global audiences. The BME was one of the highlights of last year’s inaugural SXSW London, and it’s wonderful that it’s now returning for a second year to underline the breadth of diverse talent that, supported by record labels, can be found across the UK as a new generation breaks through.”
Joel Mills, Director, Music, British Council said:
“Through our ongoing partnership with British Music Embassy and UK House, we’re creating powerful opportunities for building strong networks, supporting UK talent, and shaping business development opportunities. SXSW London is proving a landmark moment in the global creative calendar for cultural exchange, and we’re proud to play our part in making that happen.”
Andrea Czapary Martin, CEO, PRS for Music said:
“Live music plays a vital role in how music creators connect with audiences, how new voices are discovered, and how careers gain momentum. With nearly 40,000 PRS members earning royalties from live performances last year, it is clear that live showcase opportunities play a crucial role in elevating UK talent to break into new markets, both at home and on the global stage.”
Joe Frankland, CEO, PRS Foundation said:
“We’re delighted to see the British Music Embassy returning to the UK for this year’s SXSW London. As in Austin, the BME is a key hub at the festival for many UK-based artists, including those that have received PRS Foundation support, to showcase their talent to international delegates and audiences. We’re looking forward to SXSW London bringing international and domestic opportunities for artists and music creators, and we will be facilitating connections and amplifying talented grantees via our UK Sounds site.”
UK Music Chief Executive Tom Kiehl said:
“Our sector contributes £8 billion a year to the economy, generates £4.8 billion in export revenues and supports 220,000 jobs – but is facing intense competition from international markets more than ever. The British Music Embassy has a vital role to play as fantastic global showcase to help the UK’s incredibly diverse musical industry grow at home and abroad. I’m confident this year’s SXSW London will build on its inaugural success last year by promoting our unbeatable musical talent and our brilliant music businesses, as well as helping launch more international careers.”
Mick Ross, CEO, Generator / Northern Music Export Office said:
“Music from the North has always had global influence, but the infrastructure around it hasn’t always matched the scale of the talent. The Northern Music Export Office is about changing that – opening up direct international opportunities for artists, businesses and music professionals across the North, and making sure the regions shaping culture are properly connected to the global industry.
Launching at SXSW London alongside the British Music Embassy feels incredibly significant. The BME has helped platform globally recognised artists for decades, and Northern Sound is a chance to showcase the breadth, ambition and quality of music coming out of the North right now – while sending a clear message that the future of the UK music industry will be built far beyond London.”
Katy Arnander, Chief Programming Officer at SXSW London said:
“The British Music Embassy captures exactly the kind of creative energy SXSW London exists to celebrate – bold, original artists who reflect the breadth of talent emerging across the UK today. We’re incredibly proud to welcome the BME back as part of this year’s festival and to showcase a line-up that spans genres, perspectives and creative influences. What makes SXSW London so exciting is the way music sits alongside technology, film, fashion, gaming, politics and innovation to spark entirely new conversations and collaborations, and the BME is a brilliant example of that spirit in action.”
