DIY to media partner the British Music Embassy for SXSW Online 2021

“For 15 years, the global industry has been able to rely on the British Music Embassy to discover what’s next in British Music at SXSW.”
James Minor, Head of Music Festival at SXS

DIY has been confirmed as the media partner of the British Music Embassy, for this year’s online-only edition of SXSW festival.

The British Music Embassy, SXSW’s venue for hotly-tipped UK artists, has unveiled 35 artist showcases as part of SXSW Online 2021. The line-up reflects the UK’s reputation for outstanding talent across the musical spectrum, with acts ranging from pop to psych-rock to afro-futurism all performing. The British Music Embassy is brought to you by AIM, BBC, BPI, the Department for International Trade, PPL, PRS for Music and PRS Foundation, with further support from ATC, media partner DIY Magazine and Belfast City Council

35 acts put UK talent front and centre of renowned international festival

The full British Music Embassy line-up for SXSW Online 2021 – which includes an array of previous Class of… acts – is:

404 Guild / Afronaut Zu / Anna B Savage / Baby Queen / Beauty Sleep / Black Country, New Road / Chubby and The Gang / Connie Constance / Do Nothing / Drug Store Romeos / Ego Ella May / Enola Gay / Finn Askew / The Goa Express / IDER / Katy J Pearson / Lau.ra / Lilla Vargen / Matilda Mann / The Mysterines / Nayana IZ / Olivia Dean / Onipa / Penelope Isles / Phoebe Green / Porij / PVA / Ryan McMullan / Sinead O’Brien / Squid / Tayo Sound / TV Priest / Virginia Wing /  Walt Disco / Yard Act

The previously-recorded live performances can be watched on the SXSW portal from 16th to 20th March 2021. A selection of performances will also be made available after Easter for all to view on SXSW’s YouTube channel.  

During SXSW, The British Music Embassy will also offer networking opportunities for those looking to build business connections around the world. For more details visit

Speaking of the partnership, Rupert Vereker, Chief Executive Officer at DIY Music and publisher of DIY, has said:

“The fact that 2021 is the fifth year that we are involved with the Department of International Trade’s iconic British Music Embassy stage at SXSW festival is particularly pleasing. Despite it being a virtual stage this year, it is still the pinnacle of the UK’s music export showcases for the UK’s up and coming artists. We are thrilled to be continuing the tradition of not just presenting the DIY stage, that once again features many of the DIY Class of 2020 and 2021 artists, but also being media partner to the week-long British Music Embassy stage supported by the UK industry partners that share our purpose of supporting new talent. There has never been a more important time for emerging artists to get in front of the key industry members from around the world.”

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