The British Music Embassy, SXSW’s venue for hotly-tipped UK artists, has announced 35 artist showcases as part of SXSW Online 2021. The line-up reflects the UK’s reputation for outstanding talent across the musical spectrum, with acts ranging from pop to psych-rock to afro-futurism all performing.

The British Music Embassy promotes emerging British artists, utilising support from a multitude of organisations including AIM, BBC, BPI, the Department for International Trade, PPL, PRS for Music, and PRS Foundation, with further support from ATC, media partner DIY Magazine and Belfast City Council. 

The British Music Embassy typically takes over a venue every year at SXSW in Austin, Texas, putting a spotlight on the best new music from around the UK. As the festival is online-only this year, the British Music Embassy has recorded live performances which can be watched on the SXSW portal. A selection of performances will also be made available after Easter for all to view on SXSW’s YouTube channel.

The British Music Embassy /

The full British Music Embassy line-up for SXSW Online 2021 is:
404 Guild / Afronaut Zu / Anna B Savage / Baby Queen / Beauty Sleep / Black Country, New Road / Chubby and The Gang / Connie Constance / Do Nothing / Drug Store Romeos / Ego Ella May / Enola Gay / Finn Askew / The Goa Express / IDER / Katy J Pearson / Lau.ra / Lilla Vargen / Matilda Mann / The Mysterines / Nayana IZ / Olivia Dean / Onipa / Penelope Isles / Phoebe Green / Porij / PVA / Ryan McMullan / Sinead O’Brien / Squid / Tayo Sound / TV Priest / Virginia Wing / Walt Disco / Yard Act

Katy J Pearson – Hey You

Baby Queen – Raw Thoughts

Lilla Vargen – Blueprints

Do Nothing – Gangs

Drug Store Romeos – Jim, Let’s Play

IDER – Saddest Generation

Matilda Mann – Paper Mache World

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