My favorite SXSW showcase, The British Music Embassy (BME), celebrates its 16th year of spotlighting a variety of musical genre and geographical corners of the U.K., from punk and grime, to indie dance, garage thrash, and glam rock. From Northern Ireland and Scotland, to Wales and the Northern Powerhouse of Manchester, Liverpool, Leeds, Sheffield, Hull and Newcastle, to East of England's Norwich, Suffolk, and Norfolk, through London and down to the rocky beaches of Brighton.
Latitude 30 has been home to BME from the beginning, with shows packing out Latitude 30 and lines forming down the block of San Jancinto. This year DIY Presents returns to kick off the nighttime shows on Monday, March 12. All the hosts and music entities are back as well, including BBC Music Introducing and BBC Radio 1 with Huw Stephens, BBC Radio 2 with Jo Whiley, BBC 6Music with Steve Lamacq, as well as the UK music trade bodies that make BME possible, year after year; organizations that cover the costs to bring these acts to Austin where the talent of the UK can gain exposure to SXSW music fans and the American music market, one of the largest in the world.