Cheers (SXSW) Mate! Why The Brits Set Up a ‘Music Embassy’ In Austin (Guest Post) 

By Peter Leathem, PPL CEO For British Music Embassy at SXSW

This month, the British Music Embassy (BME), the UK’s official residence within SXSW, returns to Austin. In 2024, the team behind the BME are reaching brand new heights, growing our capacity to showcase an unprecedented 70 artists, representing the breadth and depth of new and established music from across the UK and a multitude of genres. 

Attendees can expect show-stopping live performances from established acts including Ash, Gruff Rhys and Frank Turner & The Sleeping Souls, as well as some fantastic gigs from hotly tipped artists such as Rachel Chinouriri, Coach Party, Jeshi, Divorce, Jaz Dhami, Lottery Winners, Chalk, Porij, Sanity and Fat Dog.

There is no doubt we have come a long way since the early days of the British Music Embassy. PPL has been a proud supporter of the BME since it first landed in Austin at Latitude 30, right through to 2022/23 at Cedar Street Courtyard where some of the UK’s biggest music names and up-and-coming talent played – including Yard Act and Wet Leg – in front of a 700-strong crowd each day and night.  This year we will be taking up residency in the Backyard at Downright Austin for the very first time, creating a two-stage outdoor venue – what you could call “a festival within a festival.” We know we can deliver some of the most anticipated performances of the week to the global audience. 

Music is more accessible than it’s ever been. We are fortunate to live in a world where we are inundated with new music daily from all corners of the globe. This has also made the music market much more competitive, and this is one of the reasons the UK is showing up at SXSW in a much bigger way. This newly expanded footprint enables us to ramp up British presence and give our homegrown talent the greatest opportunity to perform live in front of influential audiences in a very short space of time.

Performing live is no mean feat and it takes a small but mighty village to get a single band on stage at SXSW. We all work together on the shared goal and belief that the BME is a vital platform for emerging artists. These are musicians who are already making waves in the UK and are ready to take their first steps in the USA and beyond. Booker P-C Rae builds out a phenomenal programme every year, packing the embassy with the very best music from our nations and regions.

Collaboration is key when it comes to the Brits putting our best foot forward. The BME is made up of a broad mix of government, music, and cultural organisations. From PPL and PRS for Music on the music rights side, the BBC as our lead media partner, the BPI representing recorded music, The Ivors Academy representing songwriters, the Department of Business and Trade and The British Council, we are a very diverse bunch. This is alongside some fantastic programming partners including ATC-Live, Clash Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda & Xtra Mile Recordings. 

The shows are produced by our friends from Production Park, but what is live music without great sound? We’ve the UK’s finest desks from Allen & Heath and a main stage that is once again powered by Bowers and Wilkins with its custom built, one-of-a-kind high-performance PA system. This is not something you want to get wrong at SXSW.

Appearing live on the BME stage enables UK acts to not only build up their audiences and get in front of the world’s music press, but it really is an opportunity to forge industry relationships to help them get to the next stage of their career.  Performing in Austin can enable artists to secure partners for representation in new territories, meet agents, promoters and future champions from around the globe. It is just the tip of the iceberg, the beginning of their touring career on the international stage. We have seen so many UK acts come up through the ranks to tour in the US and beyond on the back of their exposure in Austin including AJ Tracey, Dave, Sam Fender, Idles, Little Simz, and Self Esteem. It truly is a catalyst for recognition, helping build careers and enhance their reputation as exceptional live artists so they can build sustainable and successful careers.

All roads lead to Austin but where it takes UK acts next is what’s really exciting!

Peter Leathem OBE is CEO of PPL, one of the BME partners.  PPL is the UK music industry’s collective management organisation (CMO) for performers and recording rightsholders.