SXSW 2016: final Saturday night festivities with NME and UK Trade and Investment at the British Music Embassy – 19th March 2016

By on Monday, 18th April 2016 at 4:00 pm
 

I’ve always had a fondness for stories with tidy endings, so it seems quite natural that I finished SXSW 2016 on Saturday night at the British Music Embassy, even if Mary and I were a bit delayed in getting there. After our dinner hour activities at the Hilton Austin’s Liberty Tavern (which you can read about right back here), we stopped for a quick drink across the street from Latitude 30 before heading over for the NME / UK Trade and Investment showcase. As often happens with when I’m with Mary, we ended up engaged in a rather interesting conversation with some industry acquaintances of hers, and we had trouble tearing ourselves away for the final evening of live shows.

"Lusts

As much as we might have liked to stay and chat, Mary and I both had other activities planned for the evening, and we made our way to Latitude 30 just in time to catch the first act on the showcase, groove rock brother act Lusts. In the brief snippet of what I saw and heard, their music was an interesting combination of heavy rhythms and hazy vocals, but it was really their insistent and compelling energy that left the strongest opening impression.

Julia Jacklin internal

The next act originally scheduled on the showcase was rap collective Section Boyz, but a last minute substitution gave us instead Australian singer/songwriter Julia Jacklin. She facetiously introduced herself and her band as Section Boyz just to see if her audience were paying attention, but in truth, Jacklin’s warm folk rock couldn’t have been stylistically farther from the act she stepped in to replace. Jacklin’s music had more sonic impact than her diminutive appearance might suggest, and the lyrical substance of her track ‘Don’t Let the Kids Win’ particularly tugged at my heartstrings after she shared that she had written it for her little brother because she wanted him to think she was cool. Those small personal details can make a song seem much more special to a listener, and Jacklin certainly won herself a new fan in me that night.

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Following Julia Jacklin was self-described “industrial spiritual” band Pumarosa, who I’d seen previously on the Tuesday night showcase at Hype Hotel. They had the same lengthy setup issues here at the British Music Embassy, but once they got started, they fairly shook the stage with a much more confident sounding set than what I’d heard from them earlier in the week. The lighting at Latitude 30 allowed me to get a better photo of frontwoman Isabel Munoz-Newsome’s unusual guitar technique (which you can see below), and I was thrilled to have another go at dancing to Pumarosa’s exotic hit song ‘Priestess’.

Pumarosa internal

Next on the bill was an artist I’d been looking forward to seeing since our initial preview of this showcase, rock singer/songwriter Barns Courtney (pictured at top). After seeing him blaze through a spectacular set including his currently released tracks ‘Fire’ and ‘Glitter and Gold’, as well as the curiously-titled ‘Hobo Rocket’, I’m more convinced than ever that he has the potential to be a breakout superstar on the order of James Bay or Hozier if he plays his cards right. In the intermission between sets, I snagged Courtney for a quick back alley interview, which turned out to be quite possibly the most unforgettable conversation I had all week long.

Barns Courtney internal

I came back inside just in time to catch dance pop duo Formation, whose number had apparently multiplied ahead of their appearance at SXSW. Comprising brothers Will and Matt Ritson along with Jonny Tams, Sasha Lewis and Kai Akinde-Hummel, the band and their equipment fit on the small British Music Embassy stage with very little room to spare. But despite the close quarters on stage, the band played a beat-driven, movement-inspiring set list much to the liking of the late night dancers in the crowd.

Formation internal

Formation were followed on the docket by another Special Guest, who hadn’t been officially announced before the show but was rumoured to be American veterans-turned-newcomers on the music scene, PARTYBABY. I’d seen PARTYBABY along with Pumarosa on the Tuesday night Hype Hotel showcase, and I have to admit that I was a bit disappointed with the choice. PARTYBABY would certainly make an energetic closing act, I hadn’t found them engaging enough to stick around for twice. Fortunately, Mary arrived back at Latitude 30 just as they came on stage to set up, and we took the opportunity to make a final round of fond farewells to our friends at the British Music Embassy before officially bidding adieu to SXSW 2016.

Au revoir, Austin…until we meet again.

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