Austin Takes Its Sound Global: Local Artists Head to SXSW London as City Expands International Music Partnerships
For decades, Austin has proudly carried the title of the "Live Music Capital of the World." Now, the city is working to ensure that reputation continues to resonate far beyond Texas.
During the first week of June, Austin Arts, Culture, Music and Entertainment (ACME) will send a delegation of Austin musicians and industry leaders to the United Kingdom for the second annual SXSW London, an international event designed to connect artists, music businesses, and cultural organizations from around the world.
The initiative is part of the newly launched Austin Music Trade Alliance, a City of Austin effort focused on promoting Austin’s music industry globally while creating lasting relationships with artists, venues, promoters, publishers, and industry leaders in partner cities.
For Austin residents, the effort represents more than a cultural exchange. It is also an investment in one of the city's most recognizable economic drivers. Austin's music industry supports tourism, hospitality businesses, venues, festivals, recording studios, and thousands of jobs tied to the region's creative economy.
Why This Matters for Austin
Music is deeply woven into Austin's identity, helping attract millions of visitors annually and generating economic activity throughout the city.
The delegation's trip is designed to create new opportunities for Austin artists while strengthening international awareness of Austin as a destination for both tourism and business travel. Funding for the initiative comes from hotel occupancy tax revenue, which is specifically designated for tourism promotion and related activities.
“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.”
Means added that international outreach efforts remain important for maintaining Austin's position as a leading global music destination.
“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."
Meet the Austin Artists Representing the City Abroad
The Austin Music Trade Alliance delegation includes three distinctly different Austin-based artists whose work reflects the diversity and evolution of the city's music scene: Briscoe, Quentin, and Nagavalli. Austin artist Blakchyl, who is already in London, will also participate as part of the official SXSW London showcase.
Briscoe: Texas Roots with a National Following
Austin folk-rock duo Briscoe, made up of lifelong friends Philip Lupton and Truett Heintzelman, has emerged as one of the most promising acts in contemporary Americana.
The pair first met at summer camp as teenagers and later attended The University of Texas at Austin before signing with ATO Records. Their debut album, West Of It All, helped establish the group nationally, earning a Top 40 Triple A radio hit with "The Well" and opportunities to tour alongside artists including Noah Kahan and Dave Matthews Band.
Their latest album, Heat of July, expands on their Texas-inspired sound with richer arrangements and stories shaped by extensive touring across the American Southwest. The album blends themes of family, marriage, home, and life on the road while drawing inspiration from the landscapes that helped define their songwriting.
As Austin ambassadors abroad, Briscoe brings a distinctly Texas perspective to an international audience, combining folk, rock, bluegrass, and Americana influences into a sound deeply connected to the region they call home.
Quentin: Art, Identity, and Creative Expression
Austin-based artist Quentin is known for creating work that blends music, visual storytelling, and performance art into immersive experiences centered on identity, empowerment, and cultural pride.
Having performed at major events such as Austin City Limits Music Festival (ACL) and venues in Los Angeles and New York, Quentin has built a reputation for pushing creative boundaries while fostering conversations around vulnerability, authenticity, and personal transformation.
Through music, visual art, and community collaborations, Quentin represents a modern side of Austin's creative landscape—one that embraces innovation while creating space for diverse voices and experiences.
Nagavalli: Bridging Cultures Through Music
Indian-American artist Nagavalli brings a truly global perspective to Austin's music community.
Born and raised in Mumbai and now based in Austin, Nagavalli's work blends Indian classical influences with contemporary global sounds, creating performances that cross cultural and musical boundaries. Her music incorporates layered percussion, powerful vocals, and diverse sonic textures that reflect both her heritage and her life in Texas.
Her artistic journey includes acclaimed projects such as Eastern Soul, Immersion, and NUMINOSUM, with performances at prestigious venues including One World Theatre and Stateside at the Paramount Theatre. In 2023, the City of Austin officially proclaimed a performance date as "Nagavalli Day" in recognition of her contributions to the local arts community.
Nagavalli's presence at SXSW London highlights Austin's growing role as a city where artists from around the world can create, collaborate, and thrive.
Building International Opportunities for Austin's Music Community
The SXSW London delegation builds on partnerships established in 2025 between Austin and Greater Manchester, England, including artist exchange programs connected to both SXSW Austin and SXSW London.
Beyond live performances, the initiative is designed to open doors for touring opportunities, recording partnerships, publishing agreements, licensing relationships, and long-term business collaboration between Austin's music industry and international markets.
The delegation also includes music industry leaders Dev Sherlock, Director of SXSW Music, and Deidre Gott, Assistant Program Director at KUTX. Promotional efforts are being supported by Visit Austin, SXSW London, the Greater Manchester Combined Authority, Music from Ireland, Dolans Presents, KUTX, and other international partners.
What Happens Next
As Austin artists take the stage overseas, city leaders hope the relationships built through SXSW London will continue creating opportunities for local musicians and creative businesses long after the event concludes.
For residents, the effort serves as another reminder that Austin's music scene remains one of the city's defining assets—not only shaping local culture but also helping drive economic growth, tourism, and international recognition.
As Austin continues investing in global partnerships, the sounds created in local clubs, theaters, studios, and festivals are finding new audiences around the world, further strengthening the city's reputation as a place where music, creativity, and innovation continue to thrive.
For more information about Austin Arts, Culture, Music and Entertainment, visit AustinTexas.gov/arts-culture.
Stay tuned to My Neighborhood News for more updates on Austin's arts, culture, business, and community development.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.