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.

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We’re really excited to share that we’ve joined the @ninjatune family and our new single ‘Talks’ is out everywhere now. Talks is the first single off our debut EP ‘Toner’ which will be out November 20th physically and digitally via @bigdadarecords. Toner features three new tracks and remixes from @the_mura_masa , @lynkslynkslynks and Daniel Fox of @birl_gand . You can preorder the 12” along with some merch bundles via http://pva.band Feels good to finally be sharing this music with you all – thanks for waiting Love to @laurenlaverne for premiering Talks on her show this morning and big love and thanks to all the people who’ve helped us work towards this release in the craziest of times – to Maddy, Darius, Marco, Dan, Lex, Feta, Lewis, Chloe, The Ninja Tune Team, Adam, Oli, Elliot, G, Tim P & everyone else who made this possible along the way. We love you! J, L & E x Artwork photography by @lewis.khan Styling by @chloealicefrieda Design by PVA & @slugxoxo

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The track opens with what sounds like a church organ sound, quickly interrupted by a rhythm section so energetic its impossible not to tap your foot too. PVA is a genre-defying band, but the dance element present in their debut single Divine Intervention is clearly alive and kicking in Talks.

Then enters the dark guttural sound of Josh Baxter’s voice: ‘I’ve been stuck tryna to play this game// and I rolled the dice just to see you again’, he sings, echoed by the heavenly vocals of Ella Harris. The chemistry between their voices is reminiscent of the classic partnership between Serge Gainsbourg and Brigitte Bardot.

Talks was inspired by the relationship between two Red Dead Redemption characters, Abigail and John Marston. The repeated refrain, ‘you don’t wanna talk// nah you don’t wanna talk’ that Harris and Baxter sing interchangeably, could be a back and forth between the cowboy couple.

When Baxter sings ‘I’ve searched for forgiveness’, the edge in his voice makes it sound like he could be taking on the persona of the determined protagonist, with whom Abigail’s main complaint was that he wouldn’t leave behind his violent and vengeful ways. It is a tale as old as time, but PVA’s take is entirely fresh.

One of the most notable things about Talks is the instrumental maturity displayed. Synths, guitars and a tight drum beat all work together flawlessly; disappearing and reappearing at the perfect moments. The electric guitar accent that weaves through the song is is a pure stroke of genius, as is Louis Satchell’s drumming, which provides the framework for all the other layers.

For a young band with only two singles out, one might be surprised at how confident PVA’s sound feels. But the band has been playing together for a few years now, building up support through live performances in cult venues like The Windmill and the Bunker. Managed by members of the powerhouse DIY collective Slow Dance and having just signed to Big Dada, they are well set to go from strength to strength. You can preorder their upcoming EP Toner via their website.