The South By Southwest music festival is a favorite stop for music lovers, and now it has the attention of foreign governments. Some countries like France and the United Kingdom help bands make their U.S. debut in Austin.
British band Middleman is one of 200 bands from the U.K. that will play SXSW this year.
“SXSW the most exciting big music festival in the world so when we were offered a place to play, it’s a no brainer really,” said Andy Craven-Griffiths, Middleman lead singer.
The British government invests in festivals like SXSW to promote artists and culture. Planning for SXSW began nine months ago.
“We use British music acts anywhere we are in the world and do different events, but SXSW is the biggest and strongest British presence we have anywhere in the world these days,” said Phil Patterson, British music liason.
The French government sponsored a two day event called “France Rocks Austin,” to showcase homegrown talent. Thirty French bands are part of the SXSW music festival.
“We are thinking about the relationship between the two countries from a political point of view and also of course the business,” said French Cultural Attaché Dominique Chastres.
