To launch a series of posts from this year’s SXSW in Austin, Texas, BPI director of membership & international Chris Tams reports from the ground on the trade body’s work at the festival and the multiple partnerships that make it all happen…
As legend has it, the idea and name for the British Music Embassy was conceived during a taxi ride by Crispin Parry, CEO of British Underground, and by Phil Patterson, an industry icon who has for many years worked with the Department for International Trade on all things music.
The idea was ambitious: to put together the best possible showcase for upcoming artists from around the UK, using an all-British production team, and create a gold standard for international showcases.
In the 18 years since, and with the support of its partners, producer P-C Rae, SXSW booker Dev Sherlock and countless others, the BME has grown to become a true South By institution and helped launch the international careers of a whole host of UK music giants: Little Simz, Sam Fender, Idles, The 1975, and many more.
It’s been a total collaboration from the start: every year, partners from across the industry (including recorded music association BPI, music licensing company PPL, independent funder PRS Foundation, the British Council, BBC Introducing and additional supporters) join forces with the Department for Business & Trade (DBT), Bowers & Wilkins, Production Park and a range of production partners to make it happen.
As I write this, we’re several jam-packed days into a week which will see the BME host 80 performances from over 50 incredible emerging British acts across two stages. The BME also forms part of UK House, which showcases British innovation, creativity and technology. This year, we’ve taken on a new venue – the 700-capacity Palm Door on Sixth Street, right in the heart of downtown Austin.
Busy is an understatement. It’s set to be a week of 16-hour days following months of prep work, with no end of pivots, challenges and leaps of faith along the way. If you think herding cats is hard, you should try herding a hundred of them across the Atlantic with keyboards, saxophones and guitars. Like any live music event, there’s only so much you can plan, and there’s all manner of things that can (and do!) go wrong. It’s hard work, and egos have to be left at the door to make it happen. There’s not even much of a breather on the other side – planning for next year’s showcase will start in April…
Thankfully, all of the partners across the BME share a clear objective – to give emerging British talent a much-needed international launchpad – and share a passion for presenting British music in the best possible light. We’ve all rolled up our sleeves, powered by great music and plenty of BBQ. No job is too big or too small.
For the musicians playing BME, it’s a genuinely game-changing opportunity
Chris Tams
One of our most recent partners is the British Council, who joined team BME last year headed up by the incredible Joel Mills. She and the team have brought fantastic energy to the showcase – and through support by the Council’s Selector Radio, which reaches listeners across the globe, showcasing acts now have the chance to reach new audiences far beyond Austin.
We firmly believe that diversity is a key ingredient to British music’s success internationally, and that’s something we always strive to represent across BME programming. This year, among other showcases we’ve got dedicated programming around the North of the UK and Northern Ireland, and as ever have aimed to achieve a 50:50 gender split and to represent acts from the length and breadth of the UK in our line-up.
Chris Tams
For some of the acts on this year’s line-up, their set at BME will be their first international performance, let alone their first time in the States or at SXSW, so providing them with an environment where they feel comfortable is critical. Thanks to tireless work from our production partners and crew, they’re able to sound their best on a great stage.
We want the BME to feel like a home away from home for the bands and artists that play it, and it’s been great this year to see many of the acts in the crowd supporting each other’s sets - the sense of excitement has been palpable.
For the musicians playing BME, it’s a genuinely game-changing opportunity to reach an audience of international booking agents, industry representatives and new connections. It might be hard work for all involved, but it’s well worth it.
