British Music Embassy Announces 2026 SXSW Austin Line-Up

The British Music Embassy reveals Austin SXSW line-up with performances from 58 of the UK’s most exciting new and emerging breakthrough artists

• Artists including DJ AG, MEEK, Mae Muller, Adult DVD and Sofia And The Antoinettes will take to the BME at SXSW Austin for 10 showcases across 7 days
• For the first time, London’s carnival spirit will be celebrated through a dedicated showcase inspired by Notting Hill Carnival at the UK House and BME
• British Music Embassy will once again take place at the Palm Door on Sixth Street, in the heart of downtown Austin

Tuesday, 24^th February 2026: The British Music Embassy (BME) has announced its line-up for SXSW in Austin, with performances from 58 of the UK’s most exciting new and emerging breakthrough artists across seven days. DJ AG, MEEK, Mae Muller, Adult DVD and Sofia And The Antoinettes are among this year’s performers in a bill that includes 10 showcases across seven days.

The British Music Embassy is the official UK musical presence at SXSW, with an array of panels, performances and showcases celebrating the best of the British music scene. Since launching at SXSW in 2008, BME has hosted shows for 715 UK acts, many of whom have gone on to significant critical and commercial acclaim.

BME is a collaboration between music licensing companies PPL and PRS, UK record labels association the BPI, the Department for Business & Trade (DBT), the British Council, PRS Foundation and BBC Introducing as lead media partner.

Now in its 19^th edition, BME stages have played host to some of the UK’s most celebrated acts, including the likes of Olivia Dean, Sam Fender, Little Simz, Jungle and The 1975. For many artists on the line-up, the showcase represents their first time performing in the United States, making it a major opportunity to reach international audiences at a key point in their development. Last year’s performers included BRIT Award winner and Mercury Prize nominee Jacob Alon, BRIT Award nominees Confidence Man and Sam Ryder, Mercury Prize nominee corto.alto and many more. 

The BME will again take over the 700-capacity Palm Door on Sixth Street with a two- stage indoor and outdoor venue, programming hotly-tipped UK music acts from Thursday, 12 March until Wednesday, 18 March.

UK House will also be returning alongside BME from the 14th – 17th March, offering a not-to-be-missed destination for some of the UK's most disruptive emerging technology companies, from virtual production to immersive entertainment.  Hosted by the UK's Department for Business and Trade (DBT), UK House is a pop-up event bringing a curated programme of events, demonstrations and networking opportunities.

At SXSW, 6th Street will get a taste of one of Europe’s biggest events as Kolt AI and Happaning pay homage to a major cultural tradition, in a year marking 60 years of Notting Hill Carnival. Bringing the hugely popular energy of UK carnival celebrations to the US, the event will feature masquerade dancers, the legendary Rampage Sound playing dancehall, R&B, hip-hop and more, plus a line-up of fantastic performers and special guests.

The BME’s full line-up includes:

The BME is also working with a range of programming partners for day parties and evening showcases throughout the week. Evening showcases will be hosted by [PIAS], BBC Introducing, West London Carnival on 6th and Liift/Chris Hawkins, while daytime events will be hosted by Northern Sound, DBT Wales, and Future Arts and Culture.

Production Park will once again deliver the production, ensuring UK artists benefit from world class stage production and design, with production partners including the Academy of Live Technology, Elation Lighting, Allen & Heath, Creative Technology and more.

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.

Dr Jo Twist OBE, CEO of the BPI, said:

“The BME at SXSW in Austin has introduced international audiences to the likes of Olivia Dean, Little Simz and Sam Fender over the years. It’s a hugely important stepping stone for artists looking to grow their audiences in the U.S. and beyond and represents the UK music ecosystem coming together to celebrate and platform the best and brightest new British musical talent. We’re delighted to be returning as a key partner in 2026.”

Peter Leathem OBE, CEO of PPL said:

"As proud, long-standing champions of the British Music Embassy (BME) at SXSW, we’re delighted to again collaborate with our BME partners on this important platform for rising stars. The BME plays a vital role in propelling UK music talent to a global stage and it’s also a fantastic place to network and meet industry peers from around the world. PPL supports an array of emerging artists in the early stage of their careers, such as through PPL Momentum Music Fund and the International Showcase Fund administered by PRS Foundation. We’re looking forward to seeing this year’s exciting new artists perform in showcases and performances at SXSW.”

Oliver Christian, His Majesty's Trade Commissioner to North America, said:

"The UK's creative industries employ 2.4 million people, contribute £124 billion to our economy and are growing at four times the rate of the wider economy — and the US is one of our most important partners. There is no better place to highlight this relationship than SXSW. UK House in 2026 reflects the full breadth of what modern Britain has to offer as a collaborator and an outstanding investment destination. From Saturday's Greater Together programme of showcases, thought leadership, and immersive experiences across music, screen, creative tech, sport, and AI; to our Notting Hill Carnival-inspired takeover on Monday night, bringing the performers and energy of Europe's largest street festival to the international stage, UK House spotlights the UK's outstanding investment and collaboration offer."

Kelly Betts, Editor of BBC Introducing, said:

“I’m excited that BBC Introducing will be returning to SXSW with BBC Radio 6 Music. The British Music Embassy is our UK collaboration and is now a legendary part of the festival, showcasing some of our hottest acts from the UK. Be sure to also keep your eyes peeled for our BBC Introducing in America line-up on the Radio Days stage!”

Joel Mills, Director of Music, British Council, said:

“The British Music Embassy is ever the vibrant hot spot at SXSW for catching the best of UK music talent. It's a vital catalyst for artists developing international profile, building audiences and creating a buzz - as well as a meeting point for making international connections and doing business. We’re delighted to be supporting British Music Embassy as a key partner again in 2026. Selector Radio, and presenter Sian Eleri, are once again collaborating with BBC Introducing to share hosting duties alongside Steve Lamacq throughout the weekend – and we’ll be recording a SXSW Selector special show and filming Selector Sessions, so we can share the excitement with global audiences.”

Becci Scotcher, Senior Grants & Programmes Manager at PRS Foundation said:

"The British Music Embassy at SXSW in Austin, Texas, has the well-earned reputation for unmissable shows by the some of the most exciting music creators coming out of the UK and as a hub for connections and brokering deals that benefit and develop their international careers. At a time when barriers to music exports have increased and the importance for artists to break into new international territories grows, this opportunity for talented UK-based music creators remains as vital as ever. So we're delighted that through our International Showcase Fund and BBC Introducing partnership we are continuing to invest in the future by supporting over 20 exceptional UK-based artists to showcase at this year's festival as well as championing the UK presence at the BME and across the festival through our collaborative partnership, UK Sounds.”