City of Austin Promotes 'Live Music Capital of the World' on International Stage

Austin Arts, Culture, Music and Entertainment is sending three Austin bands to the United Kingdom during the first week of June to participate in the second annual SXSW London and tour the region. This formal partnership with SXSW is dedicated to promoting Austin’s music industry globally, while building lasting industry relationships and networks between Austin and network cities for ongoing touring, recording, publishing, and licensing collaboration. 

Austin Arts, Culture, Music and Entertainment, also known as ACME, is the City of Austin’s hub for all things cultural arts.  ACME recently launched the Austin Music Trade Alliance, an initiative dedicated to promoting Austin’s music industry globally while building long-term relationships between artists, venues, promoters, and industry leaders in partner cities. 

“Austin’s creative economy is one of our strongest economic development assets, driving tourism, small business growth, international visibility, and cultural exchange,” said Angela Means, Director of Austin Arts, Culture, Music, and Entertainment. “Through the Austin Music Trade Alliance and our international partnerships, we are creating opportunities for Austin artists and music businesses while strengthening Austin’s global reputation as a city where creativity, culture, and innovation fuel economic growth.” 

The Austin Music Trade Alliance delegation includes Austin-based artists Briscoe, Quentin, and Nagavalli, alongside industry leaders Dev Sherlock, Director of SXSW Music, and Deidre Gott, Assistant Program Director at KUTX. And since already in London, Blakchyl will also be a part of the SXSWL official showcase. The delegation also includes collaboration with promotional and tourism partners including Visit Austin, SXSW London, KUTX, and destination city organizations.  

The initiative builds on work launched in 2025 between Austin and Greater Manchester, including artist exchange programs tied to SXSW Austin and SXSW London. These international partnerships support Austin’s local music ecosystem while expanding opportunities for Austin-based creative businesses, artists, and cultural organizations to access global audiences and markets. 

Funding for the trip comes from hotel occupancy tax revenue, which is earmarked for tourism promotion and other related initiatives. 

“Austin has a reputation as a global music destination, and international Alliance activities like this one are more important than ever,” Means said. “Alliance promotional campaigns will remind the world that Austin remains the ideal tourist and business travel destination, whether to attend SXSW or to enjoy world-class music experiences year-round." 

Alliance activities will be promoted through destination cities and partners including SXSW London, Greater Manchester Combined Authority, Music from Ireland, Dolans Presents, and Visit Austin. Radio promotional spots will be coordinated through KUTX in Austin and through radio partners in the destination cities. 

For more information about Austin Arts, Culture, Music and Entertainment, visit
austintexas.gov/arts-culture.