British Music Embassy celebrates a triumphant return to SXSW Austin and announces LA date in May 2026
- Nineteenth edition of SXSW’s official UK musical presence saw over 60 of the UK’s most exciting emerging artists perform across ten showcases in seven days
- West LDN Carnival on Sixth paid homage to London’s Notting Hill Carnival with a vibrant showcase featuring DJAG, Rampage Sound, Kairo Keyz and more
- Northern Sound showcases platformed artists from the North of the UK, with Wales and other UK regions represented in line-up
- BBC Introducing hosted three-day BME line-up and Steve Lamacq live broadcast
BME announces first ever Los Angeles showcase on May 20th featuring Red Rum Club and more soon-to-be-announced performers as part of Greater Together LA
Austin, Texas, Thursday 19th March 2026: The British Music Embassy (BME) staged a triumphant return to SXSW in Austin, with performances from over 60 of the UK’s most exciting new and emerging breakthrough artists, including MEEK, DJAG, Adult DVD, Geordie Greep, Sofia And The Antoinettes and more, in a bill that included 10 showcases across seven days. For many artists on the line-up, the BME represented their first time performing in the United States, making it a major opportunity to reach international audiences at a key point in their development.
The British Music Embassy is the official UK musical presence at SXSW, featuring an array of panels, performances and showcases celebrating the best of the British music scene. A collaboration between UK record labels association the BPI, music licensing companies PPL and PRS for Music, the Department for Business & Trade (DBT), the British Council, PRS Foundation and BBC Introducing as lead media partner, the BME has hosted shows for 775 UK acts since its launch in 2008, including the likes of Olivia Dean, Sam Fender, Little Simz, Jungle and The 1975.
BME’s production was once again delivered by Production Park, who worked to ensure that UK artists benefitted from world class stage production and design across the showcases, supported by production partners including the Academy of Live Technology, Elation Lighting, Allen & Heath, Creative Technology and more.
British talent represented from across the UK’s regions
Northern Sound returned to the BME to celebrate new music from across the North of England - a region playing a key role in the future of UK music through bold ideas, independent spirit, and deeply-rooted creativity. Curated by the Northern Music Export Office, Northern Sound brought together artists from Liverpool, Leeds, Sunderland, Newcastle and beyond to capture the spirit and energy of the North’s local scenes, as well as collaborating with DBT Wales on a celebration of emerging Welsh talent which featured the likes of Ben Ellis and Hana Lili.
Showcase hosts elsewhere across the BME’s seven nights included [PIAS], Chris Hawkins/LIIFT, SXSW London and Future Arts & Culture.
BBC Introducing returns to Austin with three-night showcase and live broadcast
British Music Embassy mainstays and lead media partners BBC Introducing returned to the BME with a three-night showcase featuring some of the UK’s most exciting emerging talent, including the likes of Adult DVD, Sofia And The Antoinettes, TTSSFU, Werkha and Tom A. Smith.
Performances were introduced by BBC R6 Music’s Steve Lamacq and BBC R1’s Sian Eleri. Lamacq also recorded his 6 Music show live from the BME on Monday 16th, which can be listened back (in the UK) here.
The British Council’s Selector Radio, hosted by Sian Eleri, also returned to the BME, capturing performances by Adult DVD, Chalk, JayaHadADream, Kofi Stone and Panic Shack. Selector Radio reaches 67 million listeners around the world, and highlights will be running on Selector Radio in the weeks and months ahead.
Austin celebrates London’s Carnival spirit on Sixth Street
Sixth Street was given a taste of one of Europe’s biggest events on Monday as Kolt AI and Happaning paid homage to a major cultural tradition, Notting Hill Carnival, in a year marking 60 years of the event.
Featuring masquerade dancers, DJ sets from the legendary Rampage Sound sound system and Jamie Dred, performances by Armanii, Kairo Keyz, Vital Powers and more, and a Sixth Street livestream by DJAG featuring a host of special guests, the showcase well and truly brought the energy and spirit of UK carnival celebrations to delighted SXSW audiences.
British Music Embassy announces upcoming showcase in Los Angeles on 20th May at the iconic Roxy Theatre
The British Music Embassy also today announces that it will be hosting a special edition in Los Angeles, California on May 20th at the iconic Roxy Theatre, featuring Red Rum Club and other soon-to-be-announced performers.
The showcase will take place as part of ’Greater Together LA’ (May 2026), an ambitious programme of business and cultural activity which will celebrate the creativity and innovation that US-UK partnerships have achieved while paving the way for future collaboration, and which will feature music, cultural and sporting events across the city.
Phil Patterson OBE, Project Leader for the British Music Embassy, said:
“This has been one of the best BME showings in years. Thousands have been introduced to some incredible new talent from all corners of the UK over the course of the week, in what has been a brilliant showcase of Britain’s dynamic music ecosystem.
"Events like this are testament to the strong collaboration and partnership that exists at the heart of our industry. We’re very grateful to the many partners who have come together to showcase British music at its very best, to the Department for Business and Trade for their steadfast support of the BME, and for the SXSW team for welcoming us back with open arms.“