THE BRITISH MUSIC EMBASSY ANNOUNCES SXSW 2026 LINE-UP WITH PERFORMANCES FROM 58 OF THE UK’S MOST EXCITING NEW AND EMERGING ARTISTS

The BME is also working with a range of programming partners for day parties and evening showcases throughout the week. Evening showcases will be hosted by [PIAS], BBC Introducing, West London Carnival on 6th and Liift/Chris Hawkins, while daytime events will be hosted by Northern Sound, DBT Wales, and Future Arts and Culture.

Production Park will once again deliver the production, ensuring UK artists benefit from world class stage production and design, with production partners including the Academy of Live Technology, Elation Lighting, Allen & Heath, Creative Technology and more.

There will also be networking opportunities for those looking to build business connections worldwide, with a week-long program of panels and roundtables featuring top UK executives and industry experts.

Partner Quotes

Peter Leathem OBE, CEO of PPL said: “As proud, long-standing champions of the British Music Embassy (BME) at SXSW, we’re delighted to again collaborate with our BME partners on this important platform for rising stars. The BME plays a vital role in propelling UK music talent to a global stage and it’s also a fantastic place to network and meet industry peers from around the world. PPL supports an array of emerging artists in the early stage of their careers, such as through PPL Momentum Music Fund and the International Showcase Fund administered by PRS Foundation. We’re looking forward to seeing this year’s exciting new artists perform in showcases and performances at SXSW.”

Dr. Jo Twist OBE, CEO of the BPI, said: “The BME at SXSW in Austin has introduced international audiences to the likes of Olivia Dean, Little Simz and Sam Fender over the years. It’s a hugely important stepping stone for artists looking to grow their audiences in the U.S. and beyond and represents the UK music ecosystem coming together to celebrate and platform the best and brightest new British musical talent. We’re delighted to be returning as a key partner in 2026.”

Oliver Christian, His Majesty’s Trade Commissioner to North America, said: “The UK’s creative industries employ 2.4 million people, contribute £124 billion to our economy and are growing at four times the rate of the wider economy — and the US is one of our most important partners. There is no better place to highlight this relationship than SXSW. UK House in 2026 reflects the full breadth of what modern Britain has to offer as a collaborator and an outstanding investment destination. From Saturday’s Greater Together programme of showcases, thought leadership, and immersive experiences across music, screen, creative tech, sport, and AI; to our Notting Hill Carnival-inspired takeover on Monday night, bringing the performers and enegy of Europe’s largest street festival to the international stage, UK House spotlights the UK’s outstanding investment and collaboration offer.“

Kelly Betts, Editor of BBC Introducing, said: “I’m excited that BBC Introducing will be returning to SXSW with BBC Radio 6 Music. The British Music Embassy is our UK collaboration and is now a legendary part of the festival, showcasing some of our hottest acts from the UK. Be sure to also keep your eyes peeled for our BBC Introducing in America line-up on the Radio Days stage!“

Joel Mills, Director of Music, British Council, said: “The British Music Embassy is ever the vibrant hot spot at SXSW for catching the best of UK music talent. It’s a vital catalyst for artists developing international profile, building audiences and creating a buzz – as well as a meeting point for making international connections and doing business. We’re delighted to be supporting British Music Embassy as a key partner again in 2026. Selector Radio, and presenter Sian Eleri, are once again collaborating with BBC Introducing to share hosting duties alongside Steve Lamacq throughout the weekend – and we’ll be recording a SXSW Selector special show and filming Selector Sessions, so we can share the excitement with global audiences.”

Becci Scotcher, Senior Grants & Programmes Manager at PRS Foundation said: “The British Music Embassy at SXSW in Austin, Texas, has the well-earned reputation for unmissable shows by the some of the most exciting music creators coming out of the UK and as a hub for connections and brokering deals that benefit and develop their international careers. At a time when barriers to music exports have increased and the importance for artists to break into new international territories grows, this opportunity for talented UK-based music creators remains as vital as ever. So we’re delighted that through our International Showcase Fund and BBC Introducing partnership we are continuing to invest in the future by supporting over 20 exceptional UK-based artists to showcase at this year’s festival as well as championing the UK presence at the BME and across the festival through our collaborative partnership, UK Sounds.”

Jeff Hawley, Vice President of Marketing at Allen & Heath USA, said:. “We’re incredibly proud to continue our long-standing support of SXSW and the British Music Embassy in 2026. Year after year, we’ve grown our footprint across the festival, and the BME remains a true highlight for our team. There’s nothing quite like the energy of this unique showcase—bringing together outstanding UK talent, world-class production teams, and passionate music fans from around the globe. Everyone at Allen & Heath is excited to be back in Austin, working alongside such talented crews and artists to help deliver unforgettable performances at one of the most inspiring events on the live music calendar.”

Jon Felt, Vertical Market Specialist – Live Production at Elation, said: “We’re happy to support the next generation of great music with the next generation of great lighting. Elation’s Paragon and Rebel lines have the power and artistry to showcase every artist no matter the stage.”

Emma Cook, Director of Student Support & Experience at the Academy of Live Technology, said: “The Academy of Live Technology (ALT) has been a proud long term partner of the British Music Embassy at SXSW, and this collaboration perfectly reflects who we are as an institution. With campuses in both the UK and the US, SXSW gives our students an excellent opportunity to gain real-world experience at one of the most influential and iconic music events on the planet. Our highly experienced studio professionals from Production Park lead the stage management, while students from both sides of the Atlantic support the build and day to day running of the show. It’s exactly the kind of experience that prepares our students to step confidently into the live events sector and, in doing so, directly supports the next generation of live event professionals.”

Tom Walsh, Head of Music & Touring at Creative Technology, said: “Creative Technology is proud to support The BME British Music Embassy at SXSW. We provide video and screen support for the showcase because platforms like this matter. When UK artists step onto an international stage, the production should match the ambition, and we are delighted to play our part in making that happen.”