The British Music Embassy will once again return to Austin to host some of the UK’s finest talents at SXSW 2020 next month - this time at the new and larger home of Cedar Street Courtyard for 10 days of activity.

Now in its 13th year, the British Music Embassy is the official UK residency at SXSW and hosts a number of events and showcases throughout the convention which runs from March 13-22.

Each year, the British Music Embassy takes over a venue for the week and fills it with some of the most exciting UK talent at SXSW.

There will be 13 SXSW showcases featuring 63 acts/artists/bands in partnership with AIM, BBC Music, the BPI, the Department for International Trade (DIT), PPL, PRS for Music and the PRS Foundation.

With a diverse spread of brilliant acts ranging from brand new grassroots bands to more established artists, these showcases have become a firm favourite for thousands of SXSW fans and industry alike.

The full line-up for BBC Music Introducing and PRS Foundation’s showcase on Thursday March 19 will be hosted by BBC Radio 1’s Huw Stephens. Huw will reflect the BBC showcases on BBC Radio 1 on Sunday 22nd March and Sunday 29th March 18:00 – 20:00 US time / 23:00 – 01:00 UK time.

The line-up is below:

Self Esteem []
Aaron Smith []
Knucks []
Arlo Parks []
The Orielles []
Steam Down []

Steve Lamacq will be hosting BBC Radio 6 Music showcase in association with the BPI on Wednesday March 18. Steve’s shows will be live from the British Music Embassy on Thursday March 19th and Friday March 20th at 11-2pm US time / 16:00 -19:00 UK time.

The BBC Radio 6 Music showcase line-up is below:

Bang Bang Romeo []
Pigs Pigs Pigs Pigs Pigs Pigs Pigs []
Jehnny Beth []
The Murder Capital []

Details of further acts appearing at the British Music Embassy will be released in the coming days.

The partners involved in the showcases at the British Music Embassy have spoken about the importance of the event to the UK music industry.