The British Music Embassy (BME) is returning to Austin, Texas from Saturday, March 9 to Saturday, March 16 to shine a light on some of the most exciting music talent from across the UK.
UK House will feature a series of flagship activations covering creative technology, sports, advertising, music, and film, taking place across multiple live stages and spaces at Downright Austin over four days.
The BME will be presenting more than 60 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 as 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 and 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.
