BPI’s Director of Independent Member Services, Chris Tams, flew to Austin, Texas last month for South by Southwest (SXSW). As a longstanding partner of the British Music Embassy (BME) - SXSW’s venue for break-out UK music stars - Chris delves into the BPI’s role and the festival’s importance as a platform to amplify the UK’s voice and showcase our brilliant new music talent.
Photo credit: TyneSight Photographic
You may not know but South by Southwest (SXSW) has been running since 1987! As the premier live music showcasing event in the world, every year hundreds of UK artists make their first steps into the US market through their performances at this unique festival.
Since 2008, the British Music Embassy (BME) has been a home from home for UK artists and their crews to highlight the creativity and diversity of our music scene. Backed by the UK music industry, which includes not only the BPI but other partners, and the BBC, we have showcased the very best of new UK talent each year. It is a hugely important event for driving the success of UK music, with the US being our main export market, making up 38.7% of all UK recorded music exports in 2022, representing £228.7m. The BPI’s role in the BME and wider SXSW activities ensures that artists are given the best possible platform to showcase the brilliance of UK music to the US and to the world.
Last year, four acts that appeared at the SXSW BME showcases were shortlisted for the 2022 Mercury Prize with FREE NOW - Nova Twins, Wet Leg, Yard Act, Self Esteem; two were nominated for BRIT Awards - Nova Twins and Wet Leg; and Wet Leg won two Grammy Awards and two BRIT Awards.
It was very exciting to be back at SXSW this year and great to see the levels of attendance returning to pre-pandemic levels. For the first time ever, Bowers and Wilkins supplied the PA system meaning the artists had the best possible sound system to play through, thereby ensuring they really did make the best impression possible to the audience.
In addition to the artist performances, the BME provides platforms through its numerous non-showcasing activities. For example, panel sessions focusing of key growth areas such as tech dominated the first four days of the music festival, featuring top UK executives and industry experts. Later in the week, visitors could also take advantage of B2B networking activities which culminated with ‘Country Connections’ wherein 140 international and UK delegates had an opportunity to network through speed dating style meetings which facilitated introductions and brokered business connections with people and companies from around the globe.
It was great to see so many of our independent label members out in Austin and watch their artists perform during the week. It was also fantastic to see some of our previous Music Export Growth Scheme (MEGS) recipients performing including Samm Henshaw, Obongjayer, Bellah, Strawberry Guy, Yazmin Lacey, Max Cooper and Red Rum Club. I’m always asked what the highlights of my week in Austin are – and truthfully there are too many to choose from - although, I must admit a K-Pop/Hip Hop Band, Balming Tiger, were certainly the most impressive new act I saw. After that, spending a week seeing 60 of the most amazing up-and-coming UK acts perform to packed audiences is always the highlight of my time at SXSW – oh, that and the Tacos and BBQ food!
If you would like to find out more about the British Music Embassy at SXSW, please contact Chris via [email protected].
