At SXSW Austin, our team of expert live event producers and future talent tastemakers create transformational opportunities for UK musicians, artists and producers by connecting them to international creative communities and industry networks.

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  • What is SXSW?

    South by Southwest dedicates itself to helping creative people achieve their goals.

    Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film, music, education, and culture.

    SXSW now holds events in Austin, Sydney, and as of June 2025, London.

  • When does it happen?

    SXSW Austin takes place from the 7th to the 15th March 2025

  • What do BU do?

    Our team of expert live event producers and future talent tastemakers We work with platforms like Jazz re:freshed, Selector Radio and Broadside Hacks to create transformational opportunities for UK musicians, artists and producers by giving them a stage to perform and connecting them to international creative communities and industry networks.

  • Who has participated from the UK?

    Our work at SXSW started in 2003, and has since helped emerging musicians in the thriving UK music scenes and introduced acts like Amy Winehouse, Chiedu Oraka, Ezra Collective, Shabaka Hutchings, The Darkness, Porij, Stormzy and Yola to the USA and beyond.

  • How do I apply?

    Apply via the SXSW application portal, which can be found here.

“It is a privilege to work in Austin highlighting some of the most exciting independent acts in the UK to the international music industry. We love being part of the unique SXSW experience of weird, inspiring and amazing new music.”

– Crispin Parry

KYRA Jazz re:freshed

KYRA Jazz re:freshed

Sultan Stevenson Jazz re:freshed

Sultan Stevenson Jazz re:freshed

Lady Apple Tree Broadside Hacks

Lady Apple Tree Broadside Hacks

Chelsea Carmichael Jazz re:freshed

Chelsea Carmichael Jazz re:freshed

Richard Spaven Jazz re:freshed

Richard Spaven Jazz re:freshed

Arielle Soucy Broadside Hacks

Arielle Soucy Broadside Hacks

NEONE the Wonderer Jazz re:freshed

NEONE the Wonderer Jazz re:freshed

Ebi Soda Jazz re:freshed

Ebi Soda Jazz re:freshed

Shaina Hayes Broadside Hacks

Shaina Hayes Broadside Hacks

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Enola Gay Selector presents

Enola Gay Selector presents

Chiedu Oraka Selector presents

Chiedu Oraka Selector presents

Eleni Drake Selector presents

Eleni Drake Selector presents

The New Eves Broadside Hacks

The New Eves Broadside Hacks

O. Selector presents

O. Selector presents

Daisy Rickman Broadside Hacks

Daisy Rickman Broadside Hacks

Nabihah Iqbal Selector presents

Nabihah Iqbal Selector presents

Porij Selector presents

Porij Selector presents

Folk Bitch Trio Broadside Hacks

Folk Bitch Trio Broadside Hacks

Explore our current projects

BU Culture
Welsh Artists Eve Goodman and Taff Rapids Set to Make Waves at Folk Alliance International
Welsh Artists Eve Goodman and Taff Rapids Set to Make Waves at Folk Alliance International

In partnership with Wales Arts International, two exceptional artists from the Welsh Nation bring their roots, culture and heritage to Folk Alliance International 2025.

Sarah Ticho’s exhibitor guide to SXSW
Sarah Ticho’s exhibitor guide to SXSW

A year on from winning the Special Jury award at SXSW 2024 for Soul Paint, Sarah returns to SXSW 2025 as Future Art and Culture’s ambassador, kicking off this year’s expedition with exhibitor tips, a detailed food & drink guide and all you need to know before you head to Austin.

Bringing International Artists from UK and Beyond to Montréal for Folk Alliance International 2025
Bringing International Artists from UK and Beyond to Montréal for Folk Alliance International 2025

British Underground present a lineup of 30 artists from the UK and beyond in Montréal at the upcoming Folk Alliance International Conference (February 19 - 23).

Industry insights with Yemi Sawyerr: International showcase prep and balancing a multifaceted career
Industry insights with Yemi Sawyerr: International showcase prep and balancing a multifaceted career

Radio host, musician and events coordinator at Jazz re:freshed Yemi Sawyerr heads to her third SXSW in Austin this year. British Underground ask Yemi how to successfully prepare for industry conferences like SXSW, what diversifying the music industry and curating culture entails and how to balance a professional and musical career.

Future Art And Culture At SXSW 2025 - Are You Ready?
Future Art And Culture At SXSW 2025 - Are You Ready?

Look ahead to the British Underground Future Art and Culture key dates at SXSW in Austin, Texas.

Schedule Announcement: Folk Alliance International 2025
Schedule Announcement: Folk Alliance International 2025

The 2025 Folk Alliance International official showcase schedule is now live.

Five minutes with Cerys Hafana
Five minutes with Cerys Hafana

Cerys Hafana is a composer and multi-instrumentalist who mangles, mutates, and transforms traditional music. Set to take the Horizons Regional Stage at WOMEX 2024, British Underground talk all things music, live performance and remaining mysterious. Get to know Cerya Hafana.

Routes: A Brand New Guide to England’s Live Music Sector
Routes: A Brand New Guide to England’s Live Music Sector

British Underground, Arts Council England and Songlines Magazine publish Routes, a free 52-page printed guidebook highlighting England’s best festivals, venues and expos, with additional advice on artist mobility and funding plus insights from artists and industry insiders.

Five minutes with Conor McAuley from Córas Trio
Five minutes with Conor McAuley from Córas Trio

Córas Trio’s drummer Conor McAuley shares the Northern Irish band’s inspirations, unforgettable gigs and their vision for sharing their unique sound with the world at WOMEX 2024.

Five minutes with Strange Boy
Five minutes with Strange Boy

In the world of Irish music, Strange Boy stands out as a pioneering force, blending traditional folk elements with raw, introspective rap. Ahead of his performance at WOMEX 2024, we caught up with him for a five-minute chat…