SXSW (South By Southwest) is back – the annual festival based in Texas, USA famous for showcasing new music and exploring new technology, films and culture. And we’re back at SXSW, ready to bring you live music and videos, a special edition of our weekly Selector Radio show and continue our support for Future Art and Culture – the innovative platform for premiering major new work by artists, technologists and scientists that explore ideas about the human condition, society and the world around us.
Selector at SXSW 2025
Get ready for live UK music at SXSW and insights into the festival which we will share with you through our weekly Selector Radio show and our Selector Sessions on YouTube.
To make this happen, we’re teaming up with the British Music Embassy (BME) – in collaboration with BBC Introducing, UK record labels association the BPI, the Department for Business and Trade (DBT) and music licensing company, PPL – to take over the 700-capacity Palm Door venue on Sixth Street from Saturday 8 March until Saturday 15 March.
‘We are delighted to be supporting British Music Embassy again in 2025 alongside other UK music partners to showcase some of the best of UK talent’ says Joel Mills (Director, Music at the British Council). ‘It’s a fantastic catalyst for developing and artists’ international profile and careers’.
Host of Selector Radio, the wonderful Sian Eleri, will be alongside Steve Lamacq – the BBC Radio DJ whose been at the forefront of music discoveries for decades – as they introduce phenomenal UK acts on the BME stage.
‘As the host of Selector Radio, it’s an honour to celebrate UK sounds in all their glory every week,’ says Sian Eleri. ‘Cultural exchange and collaboration are at the heart of what we do, making our partnerships with the British Music Embassy and our friends at BBC Introducing truly special. With our shared mission of highlighting the rich and diverse sounds from the Isles, watching industry leaders witness the talent of our emerging acts at SXSW is unparalleled.’
Joining us on Selector, we’re delighted to be interviewing and recording highlights from the sets of these four inspiring UK acts.
Antony Szmierek
15 March 2025, 00.00 – 00.40
‘Absolutely brilliant artist to keep an ear out for’ – Lauren Laverne, BBC 6 Music
Manchester-based poet, writer and producer Antony Szmierek is set to be the last act on the BME stage on Friday night into Saturday morning at SXSW and we can’t wait to share this will you, whether you’ll be in Texas with us or watching highlights online. As well as gracing the cover of Dork magazine, Antony Szmierek has featured in NME’s Most Anticipated Albums of 2025 has been announced on the lineup for Reading and Leeds music festivals in the UK.
Master Peace
14 March 2025, 23.20 – 23.50
‘The singer leading the way for a new generation of indie stars’ – Rolling Stone UK
MasterPeace, real name Peace Okezie, has already racked up bold collaborations with Santigold, Georgia and The Streets, played a string of electric headline shows across the UK country and won the Rising Star trophy at the 2024 Ivor Novello Awards on the back of his Top 30 debut album, How To Make A Master Peace. ‘I knew that if I was going to make music, I wanted to go all the way with it’ he says. ‘I do feel like I’m this voice of a generation, but I don’t want to box it in as just indie, because it’s more than that.’
Jasmine.4.t
12 March 2025, 20.00 – 20.30
‘2025's brightest new talent’ – The Line of Best Fit
‘Just giving a trans woman a microphone shouldn't be taken lightly’ says Jasmine, lead vocalist of Jasmine.4.t. ‘I will use that opportunity to talk about the issues we face.’ Surrounded by friends, the recording of the band’s debut album, You Are The Morning, was a positive process for Jasmine despite the songs’ histories in a dark period of her life. Through performances, activism and artistry, the all-trans band Jasmine.4.t are ushering in a new dawn. The first UK signee on Saddest Factory Records, the album was produced by Julien Baker, Phoebe Bridgers and Lucy Dacus. The band travelled to Los Angeles to record at Sound City Studios and it was made across 12 days in a highly collaborative and emotional process.
OneDa
13 Mar 2025, 22.40 – 23.10
‘OneDa's story is so clearly mirrored in her music: as sprightly flow preaching a message of empowerment, enveloped in a dark, raucous soundscape’ – DJMAG
Manchester rapper and poet OneDa is on the cusp of a major breakthrough with the release of her debut album Formula OneDa. Building on the success of tracks like Major Pay, Set It Off, Superwoman and The Western Way, this 12-track LP sees OneDa collaborating with artists such as Renee Stormz, PRIDO, Prince the kid, Ace Clvrk, Superlative and Miss Stylie. Spanning hiphop, drum and bass, reggae and electronic, Formula OneDa highlights her versatility and bold artistic vision.
Future Art and Culture
We are proud to support Future Art and Culture at SXSW – a programme supporting an array of artists working within arts, music and technology – together with British Underground and Arts Council England.
On Tuesday 11 March, Future Art and Culture (FAC) will take over UK House with a series of showcases, conversations and networking. In the evening, FAC team up with award-winning creative studio Ristband who return for the brand-new Future x Music showcase – their biggest at SXSW to date. This work includes a groundbreaking live music mixed reality concert performed by artist and producer Venice Bleach, a diverse lineup of live bands and DJs and an entirely new spatial audio installation that pulls the audience into a world of digital distortion and immersive soundscapes. The event also kicks off the SXSW music festival and closing XR festival, bringing the music, tech, film and gaming communities together and offering a window into the future of entertainment.
‘Future Art and Culture has been making waves through the support of UK artists and creative organisations working at the helm of cross-disciplinary arts, new technologies and science. We’re delighted to support Future Art in Culture in partnership with British Underground and Arts Council of England to ensure this vital platform showcase UK arts and innovation internationally,’ says Joel Mills (Director, Music at the British Council).
There will also be networking opportunities for those looking to build business connections worldwide, with a week-long programme of panels and roundtables featuring top UK executives and industry experts.
International Showcase Fund
29 UK music creators will receive support to attend SXSW 2025 through the International Showcase Fund, run by PRS Foundation in partnership with Department for Business and Trade, Arts Council England, British Underground, Musicians' Union, Creative Scotland, PPL, Wales Arts International, Arts Council of Northern Ireland and us at the British Council. It offers vital and timely support for artists to take their first steps into international territories by enabling them to perform at key showcasing festivals and conferences. As well SXSW this includes Reeperbahn Festival, Zandari Festa, Womex, Africa Rising, Eurosonic, Jazzahead! and MUTEK which attract thousands of people working in the music industry from every corner of the globe.
‘UK investment in overseas showcasing has become increasingly important in recent years’ says Becci Scotcher, Senior Grants and Programmes Manager at PRS Foundation. ‘This vital stepping stone for talented UK-based music creators to break into new territories, build audiences and broker deals to develop their careers for the first time, builds the foundation for sustainable careers and the UK’s industry to compete on the global stage. The British Music Embassy at SXSW in Austin, Texas, has an unparalleled reputation of unmissable shows from some of today’s most exciting UK artists and is an important platform for the UK music industry at one of the biggest festivals globally.’
