British Music Embassy settles in at new SXSW home

The British Music Embassy hosted more than 70 performances at this year’s South By Southwest (SXSW), highlighting the breadth and depth of emerging and established UK music talent.

British Music Embassy @ SXSW serves as the official UK residency at the Texas festival and concluded its eight-day run at its new, bigger home, The Backyard @ Downright Austin.

The 600-capacity space featured two stages on different levels, with this year’s events including showcases hosted by ATC Live, BBC Introducing, CLASH Magazine, Fierce Panda Records, Licks Magazine, Output Belfast, Propaganda and Xtra Mile Recordings.

SXSW 2024, which ran from 8-16 March, was marred by the withdrawal of dozens of acts in protest of the festival’s ties to the US Army and defence industry. Acts such as Squirrel…

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