Sports Team are set to be the Friday headliners, bringing their brand of indie bangers to Norfolk. Sports Team are gearing up for the release of a demos and unreleased material LP, ‘Plant Test’ that is available only through independent record shops. Sports Team also recently dropped a new single, ‘Happy (God’s Own Country’).

The Big Moon are due to take part, their second album ‘Walking Like We Do’ was released as the country was on the verge of lockdown, so they’re doubtlessly itching to get their groove on in the live arena again. Post-punkers Do Nothing are on the line up, their second EP ‘Glueland’ was a real hit amongst fans, plus some other superb bands including Regressive Left, Vanity Fairy and many, many more.

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deep tan are on the bill, another band setting up for a tour and an EP release. The trio are set to drop their debut EP in the coming weeks. Buzzard Buzzard Buzzard are exciting additions to the bill, BBB play a superb blend of glam rock and classic rock, Bowie and Stones-esque – its bound to be a huge party.

Wild Paths is a multi-venue festival set to take place over four days. There are upwards of 200 acts on the bill, set to be spread over 20 stages. The genres represented are eclectic, from hip-hop to jazz, via post-punk and soul, there is really something for everyone here.

Wild Paths is due to celebrate art as well as music, with drag queens, tattoo artists and speakers all taking part. It’s an incredibly exciting weekend coming up and a celebration of live music. As the date for the resumption of live music draws ever closer, announcements like this really kicks the excitement up a notch.

The British Music Embassy typically takes over a venue every year at SXSW in Austin, Texas, putting a spotlight on the best new music from around the UK. As the festival is virtual this year due to the ongoing global health crisis, the British Music Embassy has recorded live performances which can be watched on the SXSW portal. A selection of performances will also be made available after Easter for all to view on SXSW’s YouTube channel.

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The full British Music Embassy line-up for SXSW Online 2021 includes 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 and Yard Act.

Speaking about the event in a press release, Paul Pacifico, Chief Executive Officer at AIM said; “We’re delighted to be returning as a British Music Embassy partner for SXSW 2021. It has always been a key stepping stone for the careers of independent artists, and a valuable way to accelerate their journeys on the international stage. Although we can’t attend in person this year, the positioning of British Music within the virtual showcase platform is the next best thing and a crucial moment to showcase exciting British talent to the world.”

Northern Irish singer-songwriter Lilla Vargen shared her excitement about being on the virtual line-up saying; “The past year has been devastating for live music, and SXSW being able to go ahead in some form is a light at the end of the tunnel, and hopefully can signal the return of more opportunities like this. I can’t wait to head to Austin when it is safe to do so.”

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The British Music Embassy is brought to you this year 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. Since 2008 it has hosted over 450 UK artists, positioning them in front of a global audience in order to help them to break into new markets and advance their careers. The British Music Embassy also uses UK-only production and equipment, giving artists from the UK an unparalleled platform on the world music stage.

Check out the SXSW showcase at The British Music Embassy through the SXSW portal or on SXSW’s YouTube channel.