Join us this week at SXSW

It’s been one year since I started my job as the Director of the Creative, Lifestyle and Learning team with the Department for International Trade. I was looking forward to a baptism by fire over breakfast tacos and BBQ in Austin for SXSW 2020 where I had hoped to meet many of my team, our partners, UK companies, and global friends. And like many of you, I was disappointed to cancel my flight and start the long, drawn out process of lockdown, and, well you know the rest...

Today, I’m thrilled to share that our team at DIT, along with incredible partners like UK AEG, British Underground, UKRI, and many more, have made lemonade out of COVID lemons to deliver a dynamic, innovative, immersive, and engaging series of talks, concerts, meetings, and showcases.

I’m a passionate music fan, so I’m particularly excited to get introduced to some of the UK’s best up-and-coming bands at the British Music Embassy. Thanks to a great partnership between DIT, AIM, BPI, PPL, PRS for Music, and the BBC, we’ve established one of SXSW’s go-to venues, this year showcasing 35 artists across many genres of music. You can listen to select songs at the BME and don’t forget to tune into online.SXSW.com at 5pm Central Time each day during SX to watch.

British Underground has had a reputation for hosting one of the best jazz nights during SX. This year, they’ve gone a step beyond – a virtual step – to film the talented tuba player, Theon Cross, in mo-cap while he performed from the iconic Abbey Road Studios. Meet “Virtual Theon” and watch the full session at SXSW on March 17.

One of our primary objectives as DIT is to shine a spotlight on British companies at conferences and trade shows around the world. SXSW is an exceptional place to do that because it brings together so many innovative thought-leaders across industries. We received 150 applications to join us for this year’s trade mission and selected 19 of exceptional companies in the creative space. Please take a few minutes to check out our look book If you’re a SXSW badge-holder, you can also find our Trade Mission companies at the DIT exhibition booth (find it via the list of “Creative Exhibition Sponsors”).

We are always thrilled to be a part of the official SXSW programme. Brits have been woven into the panels and parties at SX for years. Check out “CreaTech UK: Where creativity meets technology” or The Future of Storytelling on Channel 5.

 I’d like to think that another place where we can shine is through thought-leadership and convening conversations with our partners, colleagues, and companies to explore collaborations, and provocative ideas. Together with UK Advertising Export Group (UK AEG), the Creative Industries Trade and Investment Board (CITIB), Arts Council England, UKRI, British Underground, and many others, we have built a single UK House. Register in advance and drop in on conversations covering everything from Bridgerton to the metaverse, an AI powered robot to the role of neuroscience in brand-building.

The UK House is free to attend for creative thinkers, makers, and investors across the globe and will offer a chance to hear from leading UK business leaders and companies. Register at www.theUKHouse.com

I’ll see you there. Enjoy!