The British are coming – and they’re bringing their best and brightest to Austin’s SXSW this March. The British Music Embassy (BME), celebrating its 17th year as the UK’s musical beachhead in Texas, is set to showcase a massive lineup of 80 performances across eight days.

This year, the BME is leveling up with a move to the 700-capacity Palm Door on Sixth, featuring both indoor and outdoor stages. The new venue will host a who’s who of British talent, including Eurovision sensation Sam Ryder, the genre-defying collective Steam Down, and buzz-worthy acts like Alt Blk Era and Man/Woman/Chainsaw.

But it’s not just about the music. Set to kick off at the start of the SXSW Music Festival, The BME is merging live performances with mixed reality in its Future x Music showcase as it takes over UK House. Venice Bleach is slated to headline this tech-meets-music spectacle, complete with spatial audio installations that will should have heads and ears swimming in a digital dreamscape.

The embassy’s programming will also bridge the Atlantic. With collaborative events happening between UK House and the BME, there will be special takeovers featuring crossovers between American and British artists, including performances from Jurassic 5’s Soup (aka Fullee Love) and beatbox champions The Beatbox Collective and The Beatbox House.

The BME’s return to SXSW is a testament to the UK’s ongoing influence on global music culture. With support from heavy hitters like BBC Introducing, the BPI, and the British Council, this year’s showcase promises to showcase the next wave of British musical talent.

“The British Music Embassy is our UK collaboration and has become an iconic part of the festival where we showcase the hottest acts from home,” said Kelly Betts, Editor of  BBC Introducing. “Alt Blk Era, Jasemine.4.t, Maruja, Deja & Antony Szmierek are just a few of the names we’re all really excited to bring from the UK to Texas.”

Catch the action from March 8-15 at Palm Door on Sixth (508 E. 6th St.), where the future of British music will be on full display in the heart of Texas.

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