The British Music Embassy unveils full 2018 SXSW line-up

A BBC Radio 1Xtra line-up headlined by AJ Tracey on 16 March completes the British Music Embassy programme

South London rapper Dave performing live at the Radio 1 Showcase with PRS and PPL at last year's British Embassy Stage at SXSW

The British Music Embassy returns to SXSW in 2018 for its 11th year with six night time official SXSW showcases in partnership with AIM, BBC Music, the Department for International Trade (DIT), PPL and PRS for Music. The showcases will put a spotlight on the best of new British music and will take place at the Latitude 30 venue in Austin, Texas, 11–17 March 2018.

The line-up for the BBC Radio 1Xtra showcase taking place on Friday 16 March can now be revealed with AJ Tracey headlining alongside Yungen, Yxng Bane, Big Zuu and Silvastone. The evening will be hosted by DJ Target. 

In addition to the night time showcases, The British Music Embassy will host three specially-programmed daytime international networking events on 14, 16 and 17 March, also at the Latitude 30 venue. Full details below:

Wednesday 14 March – Brunch with the Brits 
10.30am – 12.30pm
These two hours give you the chance to meet and put questions to the British Music Embassy partners over brunch, including representatives from AIM, BBC, PPL, PRS for Music, PRS Foundation, and DIT (Department for International Trade), all of whom will be in attendance to give you information on their services and how they may be able to help you develop your business internationally. DIT will have representatives from the USA and UK.

Friday 16 March – Country Connections: ‘A focus on USA’ (speed meetings) 
10.30am – 12.30pm
Networking event coordinated by DIT and the international Music Export Offices, Sounds Australia and CIMA, where participants have the chance to meet industry from the USA.

Saturday 17 March – Country Connections: ‘It’s a Small World’ (speed meetings) 
11.00am – 12.30pm 
Networking event, coordinated by DIT and the international Music Export Offices from the UK, Canada, New Zealand, Ireland and Australia, which encourages international delegations to meet as many businesses as can be put in front of you in the time available. These quick-fire meetings aim to facilitate introductions and broker business connections with people and companies from around the world.

The British Music Embassy at Latitude 30, SXSW 2018 - full night time showcase line-up:

Monday 12 March – DIY presents
LIFE, Our Girl, Francobollo, Catholic Action, Boniface, Breakfast Muff.
8pm – 2am.

Tuesday 13 March – BBC Music Introducing presents in association with PRS Foundation
Touts, Bugzy Malone, Pale Waves, Rachel K. Collier, Jerry Williams, Himalayas. 
DJ host: Huw Stephens.
8pm – 2am.

Wednesday 14 March – BBC Radio 2 presents in association with PPL and PRS for Music
Nina Nesbitt, Gaz Coombes, Sam Fender, Frank Turner, Jade Bird, Rhys Lewis. 
DJ host: Jo Whiley.
8pm – 2am.

Thursday 15 March – BBC Radio 6 Music presents in association with AIM
IDLES, Goat Girl, Girl Ray, Shopping, LIFE, Nilüfer Yanya.
DJ host: Steve Lamacq.
8pm – 2am.

Friday 16 March - BBC Radio 1Xtra presents in association with PPL and PRS for Music
AJ Tracey, Yungen, Yxng Bane, Big Zuu, Silvastone.
DJ host: DJ Target.
8pm – 2am. 

Saturday 17 March - BBC Radio 1 presents in association with DIT
Benin City, NOT3S, Suzi Wu, IDER, Superorganism.
DJ host: Huw Stephens
8pm – 2am.

The British Music Embassy at Latitude 30, SXSW 2018 - full daytime and warm-up line-up:

Sunday 11 March - Kycker presents British Music Embassy warm-up
LIFE, Wyldest, Emme Woods. 
8pm - 11pm.

Wednesday 14 March – British Music @ SXSW presents
Shame, IDLES, Our Girl, Doe, Breakfast Muff. 
2pm - 6pm

Thursday 15 March – Output Belfast presents
Touts, *repeat repeat, Joshua Burnside, TBC, The Lost Brothers.
2pm – 6pm.

Friday 16 March – British Music @ SXSW presents
Lucy Spraggan, Colin Macleod, Flyte, Findlay, The RPMs.
2pm – 6pm.

Saturday 17th March - British Music @ SXSW presents
Beating Heart, Lucy Rose, Otzeki, Francobollo, Benin City.
2pm – 6pm.


With so many obstacles on the path to success for an artist, not least the brutal cost of trying to break America, it is so, so important that we are able to offer the acts that make this investment the best possible chance to shine at SXSW.  With gold standard backline from Marshall, great crew from Cato, a mighty Tannoy PA and a beautiful desk from Allen & Heath, we feel that The British Music Embassy offers an unparalleled showcasing platform in Austin for new British acts often playing the US for the very first time.

P-C Rae, Event Producer for The British Music Embassy

About AIM

The Association of Independent Music (AIM) is a trade body established in 1999 to provide a collective voice for the UK’s independent music industry.

AIM represents over 800 music companies, from the largest independent labels in the World to underground stalwarts, DIY artists, start-ups and independent distributors. AIM promotes this exciting and diverse sector globally and provides a range of services, discounts and events to members, enabling them to grow, grasp new opportunities and break into new markets.

AIM was instrumental in the creation of Merlin, the global digital rights which ensures that independents have a vehicle to protect and enhance their ability to compete in the ever changing world of digital music. In 2006 AIM worked with sister organisations across the globe to set up the Worldwide Independent Network (WIN), in response to business, creative and market access issues faced by the independent sector everywhere.

The AIM Independent Music Awards is the leading awards ceremony for independent music, shining a spotlight on the great wealth of talent to come out of the most exciting and forward thinking sector in the UK. The AIM Awards is proud to recognise the real heroes of music; those who do things their own way, make incredible music and inspire us all with their creativity, commitment & spirit.

Head to to find out more.

About BBC Music

BBC Music, led by Bob Shennan, Director of Radio and Music, is the corporation’s strongest commitment to music in 30 years – comprising of new partnerships and ground-breaking music initiatives, which include Ten Pieces, the classical music initiative for schools, and BBC Music Day. Recent programmes last include Sounds Like Friday Night, a six part music show for BBC One returning for a second series this spring, produced by the award-winning independent production company Fulwell 73; and Old Grey Whistle Test Live: For One Night Only on BBC Four, celebrating the legendary music series.  Radio 2 In Concert presented Tears for Fears, CHIC feat. Nile Rodgers, Liam Gallagher and Paloma Faith and Deep Purple, with all performances on Radio 2 and in vision on BBC Red Button, produced by BBC Studios. BBC One presented Children in Need Rocks the 80s! Harry Styles at the BBC, Sam Smith at the BBC, with U2 at the BBC in December, which follow the acclaimed Adele at the BBC and Michael Bublé at the BBC.  Also in December was Gregory Porter's Popular Voices, a new three part series on BBC Four, and The Year In Music 2017, a one hour special on BBC Two, hosted by Claudia Winkleman with guest presenter Clara Amfo, which featured the BBC Music Awards 2017. In May 2018, BBC Music presents The Biggest Weekend - a music festival with all the BBC’s music stations for over 175 000 people, taking place across four sites, in four nations, over four days celebrating the range and diversity of music supported by the BBC.

About DIT

The UK’s Department for International Trade (DIT) has overall responsibility for promoting UK trade across the world and attracting foreign investment to our economy. We are a specialised government body with responsibility for negotiating international trade policy, supporting business, as well as delivering an outward-looking trade diplomacy strategy.

About DIY

Previous generations have had their influencer brand and, over the last fourteen years, DIY has become the music discovery media platform for a new generation of artists and fans who are still passionate about music. DIY is the UK’s largest free media platform dedicated to music and - more importantly - supporting emerging artists as a music discovery brand. We have an international following of over 1m+ a month (500,000 on social media alone), reinforced by a national presence led by our print magazine, which boasts distribution at over 200+ outlets, now including Rough Trade NYC. DIY also offers an ongoing programme of regional live events and hosts stages at festivals like The Great Escape, and Latitude where we help to showcase great new acts. 

About PPL

Founded in 1934, PPL is the UK music industry’s collective management organisation (CMO) for tens of thousands of performers and record companies.  We license recorded music in the UK when it is played in public (shops, bars, nightclubs, offices etc.) or broadcast (BBC, commercial radio, commercial TV etc.) and ensure that revenue flows back to our members.  These include both independent and major record companies, together with performers ranging from emerging grassroots artists through to established session musicians and influential festival headliners.  

PPL has a market-leading international collections business, with 86 agreements in place across 41 countries, helping members to maximise their revenue when their repertoire is played overseas.  We collected £212 million in the UK and internationally in 2016 and paid over 92,000 performers and record companies.

About PRS for Music

PRS for Music represents the rights of songwriters, composers and music publishers in the UK and around the world.  As a membership organisation the company ensures creators are paid whenever their music and songs are played, performed, broadcast or reproduced in public and provides business and community groups with access to 22.2 million songs through its music licences. With over 100 representation agreements in place globally, PRS for Music's network represents over two million music creators.

In 2016, the organisation collected over half a billion pounds (£621.5m) on behalf of its members, making it one of the world’s leading music collective management organisations.

About PRS Foundation

PRS Foundation is the UK's leading funder of new music and talent development. Since 2000 PRS Foundation has given more than £29.5 million to over 6,300 new music initiatives by awarding grants and leading partnership programmes that support music sector development. Widely respected as an adventurous and proactive funding body, PRS Foundation supports an exceptional range of new music activity – from composer residencies and commissions to festivals and showcases in the UK and overseas.