The BME will be presenting more than 70 showcase performances representing the breadth and depth of new and established British music across different genres.  As the British presence and influence at SXSW continues to grow, the BME will be taking up residency in the Backyard at Downright Austin (formerly the Sheraton) for the first time, creating a two-stage outdoor venue – a festival within a festival – for some of the most in demand gigs of the week.

Across the eight days there will be 12 shows, with 8 night and 4 afternoon shows. Established acts such including Ash, Gruff Rhys, and Frank Turner & The Sleeping Souls will all take to the stage. The program will also feature performances from hotly-tipped artists such as Victoria Canal, Rachel Chinouriri, Coach Party, Jeshi, Divorce, Jaz Dhami, Lottery Winners, Äyanna, Porij, Sanity, Fat Dog and many more with the occasional surprise mixed in.

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.

The BME are working with a range of partners across the week including BBC Music Introducing who are hosting three nights from 13-15 March. Other programming partners across the eight days include ATC-Live, Clash Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda & Xtra Mile Recordings.

The main stage will once again be powered by the Bowers & Wilkins Sound System, with the world-renowned audio brand’s custom built, one-of-a-kind high-performance PA system bringing its revered True Sound to the live music stage

The full line-up includes:

Angélica Garcia, Ash, Äyanna, Bleach Lab, Bodur, Chalk, Chartreuse, China Bears, Coach Party, Conchur White, Cosmo Pyke, Crae Wolf, CURRLS, Divorce, Do Nothing, Dream Nails, Dry Cleaning, Dumb Buoys Fishing Club, Eleni Drake, Ellie Bleach, Enola Gay, Fabiana Palladino, Fat Dog, Faux Real, Frank Turner & The Sleeping Souls, Friedberg, Gareth Donkin, Gruff Rhys, Harvey Whyte, HighSchool, Holly Macve, HotWax, Humour, Izo Fitzroy, James Smith, Jaz Dhami, Jeshi, KiLLOWEN, Lambrini Girls, Lauren Ruth Ward, The Lottery Winners, The Manatees, Miso Extra, Mui Zyu, Nabihah Iqbal, Neon Waltz, Noah And The Loners, O., Pauli The PSM, Pet Needs, Porij, Rachel Chinouriri, Reevah, Sanity, Shelf Lives, Sinkane, Skinny Lister, Spyres, Tamera, Until The Ribbon Breaks, Victoria Canal, Viji, VLURE, Vulva Voce.

BME Line-up

There will also be networking opportunities for those looking to build business connections worldwide, with a week-long program of panels and roundtables featuring top UK executives and industry experts.

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.”

Joe Frankland, CEO, PRS Foundation: “Overseas showcasing is an incredibly important stepping stone for talented UK-based music creators to break into new territories, build audiences and broker deals to develop their careers. The British Music Embassy at SXSW in Austin, Texas, has a fantastic reputation of unmissable shows from some of today’s most exciting UK artists and is an important platform for the UK music industry at this world-renowned festival.  We’re delighted that through our International Showcase Fund we are supporting 28 exceptional UK-based artists to showcase at this year’s festival, many at the BME, and we’re very much looking forward to seeing the impact of this opportunity on their careers.”

Giles Pocock, Vice President of Brand Marketing, Bowers & Wilkins: “We’re delighted to be a part of the British Music Embassy’s official residency at SXSW once again this year. As part of our ongoing commitment to championing British music, we’re proud to help showcase some of the best up-and-coming British acts and excited that the artists will be able to experience their live sets through the Bowers & Wilkins Sound System.”