British Music Embassy returns to SXSW London with two-night UK talent showcase
The British Music Embassy will present two nights of UK music at SXSW London, with UK Music, PRS for Music and the British Council among the partners supporting the showcase.
Taking place from 7pm to 11pm on Tuesday 2 June and Wednesday 3 June 2026, the showcase will be open to SXSW London badge-holders and music festival pass-holders.
The first night will feature performances from Nadine Shah, Michael Aldag, Venus Grrrls and Young Rebel Set. The second evening will include Future Utopia, CQ Wrestling, Precious Pepala and Daytime TV.
The British Music Embassy is delivered through a partnership between the Department for Business & Trade, PPL, PRS for Music, the BPI, the British Council, PRS Foundation, UK Music and the Northern Music Export Office.
UK Music Chief Executive Tom Kiehl said the showcase had an important role to play in supporting the UK music industry’s international growth.
‘Our sector contributes £8 billion a year to the economy, generates £4.8 billion in export revenues and supports 220,000 jobs – but is facing intense competition from international markets more than ever,’ he said.
‘The British Music Embassy has a vital role to play as fantastic global showcase to help the UK’s incredibly diverse musical industry grow at home and abroad.’
The British Music Embassy has become a regular fixture at SXSW in Austin, where it has hosted more than 700 UK acts since 2008. Previous performers associated with the platform include Olivia Dean, Sam Fender, Little Simz, Jungle and The 1975.
PRS for Music CEO Andrea Czapary Martin said live music remained central to career development for artists and creators.
‘Live music plays a vital role in how music creators connect with audiences, how new voices are discovered, and how careers gain momentum,’ she said.
British Council Director, Music Joel Mills said SXSW London was becoming ‘a landmark moment in the global creative calendar for cultural exchange’, adding that the partnership was creating opportunities for networking, UK talent development and business growth.
Trade Minister Chris Bryant said the Government was increasing funding to the British Music Embassy and continuing to invest in export support schemes including the Music Export Growth Scheme and International Showcase Fund.
SXSW London Chief Programming Officer Katy Arnander said the British Music Embassy reflected the festival’s cross-sector spirit, bringing music together with technology, film, fashion, gaming, politics and innovation.
The showcase also marks the launch of Northern Sound, led by the Northern Music Export Office, which aims to create new international opportunities for artists, businesses and music professionals across the North of England. Mick Ross, CEO of Generator and the Northern Music Export Office, said the initiative would help ensure that ‘the future of the UK music industry will be built far beyond London.’