Austin translation: How SXSW can boost the careers of new UK artists

Ben Homewood

It’s that time of year again.

Blaring music fills the air, neon lights attack your eyes and crowds of people surge in every direction. Someone, laden down improbably with a guitar amp and two cases of beer, apologises as they brush past. In the distance, you spot an old colleague, ‘We really must lock that catch-up in,’ you think.

Welcome to downtown Austin, during South By Southwest Festival. Now in its 31st year, the event, which attracts delegates and artists ...

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