German Music @ SXSW 2024

At South By Southwest (SXSW) in Austin, Texas, artists and professionals from the music, film and tech industries met organizers, investors and key players from the international creative industry.
With the presence of the German music industry as German Music @ SXSW, artists from Germany were offered a unique platform to network internationally and present their musical diversity. A total of 19 acts from Germany conquered the showcase stages at SXSW and presented their talents to a global audience.

The presentation of German Music @ SXSW and the performances of the German artists and bands were supported by the Federal Ministry for Economic Affairs and Climate Action.

The next edition of SXSW will take place in Austin from March 7-15, 2025. You are a musician from Germany and would like to showcase your talent on the stages of the SXSW Music Festival next year?
Then take the chance and apply now to SXSW for a slot at one of the biggest showcase festivals in the world.
Click here for the SXSW application.
We also have the opportunity to support professional artists from Germany with their showcase application for SXSW 2025. We have a limited number of coupons for a free application.
Click here for more information.

To SXSW Website
Program

The programmatic focus of our presence at SXSW this year was on the musical presentation of German acts. With an exciting program, German Music @ SXSW offered the foundation to highlight the diversity and creativity of the German music scene and focused on the artists.

Here are more impressions from American media such as FLOOD Magazine and Stereogum, who were on site in Austin and reported on our showcases:

Modern Classical Music from Germany
Concert Review by Flood Magazine

Electronic Music from Germany
Concert Review by Stereogum 

German Music @ SXSW BBQ
Concert Review by Stereogum

Official SXSW Nighttime Showcases

Our Nighttime Showcases presented two different genre-focused showcases. A “rave” presenting Electronic Music from Germany and Modern Classical Music from Germany with a total of 7 artists.

Modern Classical Music from Germany
March 12, Central Presbyterian Church

Grandbrothers
Lisa Morgenstern
Sofi Paez

Electronic Music from Germany
March 13, Coconut Club Rooftop

Malugi
Nils Hoffmann
Sofia Kourtesis
Session Victim Live

German Music @ SXSW BBQ
March 15, Shangri-La

As part of our BBQ, we presented five more artists from Germany:

ÄTNA
LIE NING
Meagre Martin
orbit
Willow Parlo

The German Music @ SXSW BBQ highlighted the participating artists and music professionals from Germany and created room for international exchange.

 

Exclusive b2b Matchmaking Lunch

Our German Music @ SXSW LUNCHEON took place at Uptown Sports Club, March 13 and provided a curated opportunity to bring together more than 20 members of the German music industry delegation with an equal number of international industry representatives.

Panel:  The AI Impact – Reshaping the Music Industry

We had an insightful session at SXSW that delved into the profound effects of AI on the music industry. The discussion began with a fireside chat focusing on government initiatives to support AI growth in creative sectors. It then shifted to a panel discussion with industry experts, examining AI’s influence on music production, distribution, marketing, and copyright law. This panel explored the challenges and opportunities AI presents, offering practical advice for SMEs adapting to this new landscape.

Speakers 

  • Marco-Alexander Breit, Deputy Director-General for Artificial Intelligence, Data and Digital Technologies in the German Federal Ministry for Economic Affairs and Climate Action – Berlin, Germany
  • Eduardo Garcia, CEO German Wahnsinn – Hamburg, Germany
  • Vickie Nauman, Founder CrossBorderWorks – LA
  • Jessica Powell, Co-Founder, CEO Audioshake AI – San Francisco

Chair / moderator 

  • Cliff Fluet, Joint Head of Media & Entertainment at Lewis Silkin, MD of Eleven Advisory – London, UK

 

Timetable

March 11

04:00-05:30pm Panel: The AI Impact – Reshaping the Music Industry
by German Music @ SXSW
Innovation Bridge Europe
08:50-09:20pm Deer Park Avenue
by Give A Note Foundation + Artist For Artist
Mohawk Outdoor
10:00-10:40pm Minimal Schlager
by Ristband: Future x Music
Palm Door on Sixth 
11:00-11:40pm Moritz Simon Geist 
by Ristband: Future x Music
Palm Door on Sixth 

March 12

08:00-08:30pm Minimal Schlager
El Cockfight
08:00-8:40pm Sofi Paez
by German Music @ SXSW
Central Presbyterian Church
08:45-09:15pm LIE NING
El Cockfight
09:00-9:40pm Lisa Morgenstern
by German Music @ SXSW
Central Presbyterian Church
09:30-10:00pm ÄTNA
El Cockfight
10:00-11:15pm Grandbrothers
by German Music @ SXSW
Central Presbyterian Church

March 13

08:00-08:40pm Enji
Central Presbyterian Church
8:00-09:30pm Session Victim Live
by German Music @ SXSW
Coconut Club Rooftop
08:45-9:20pm Minimal Schlager
by Italians Do It Better
Elysium
09:30-11:00pm Nils Hoffmann
German Music @ SXSW
Coconut Club Rooftop
10:00-10:40pm ÄTNA
Cuatro Gato
11:00-12:30pm Malugi
by German Music @ SXSW
Coconut Club Rooftop
12:30-2:00am (Night to March 14) Sofia Kourtesis
by German Music @ SXSW
Coconut Club Rooftop

March 14

07:00pm orbit
by Reeperbahn Festival
Shangri-La
08:00-08:40pm LIE NING
Victorian Room at the Driskill
08:00-08:40pm Lucy Kruger & The Lost Boys
by Reeperbahn Festival
Shangri-La
10:15-10:55pm Meagre Martin
by Gorilla vs Bear + Luminelle
Las Perlas

March 15

12:45-12:55pm Moritz Simon Geist
Ballroom D
01:00-06:00pm German Music @ SXSW BBQ
Shangri-La
01:00-01:30pm Meagre Martin
by German Music @ SXSW
Shangri-La
02:00-02:30pm Willow Parlo
by German Music @ SXSW
Shangri-La
03:00-03:30pm LIE NING 
by German Music @ SXSW
Shangri-La
04:00-04:30pm orbit
by German Music @ SXSW
Shangri-La
05:00-05:30pm ÄTNA
by German Music @ SXSW
Shangri-La
08:00-08:40pm Lucy Kruger & The Lost Boys
by Synásthesie Festival / Dedstrange
The 13th Floor
08:00-08:40pm Moritz Simon Geist
by Houndstooth / MUTEK
Central Presbyterian Church

March 16

01:00-1:45am Friedberg
by End of Trail
Las Perlas
03:00-03:40pm Minimal Schlager
International Day Stage
10:50-11:20pm Friedberg
by British Music Embassy
British Music Embassy at Sheraton
11:00-11:40 pm Meagre Martin
Esther’s Follies
Artists
Nils Hoffmann
GENRE
Electronic
DATE
13/03/2024_8:00 pm
LOCATION
Coconut Club Rooftop
WEBSITE
Grandbrothers
GENRE
Piano, Electronic
DATE
12/03/2024_12:00 am
LOCATION
Central Presbyterian Church
WEBSITE
ÄTNA
GENRE
Indie, Pop, Electronica
DATE
15/03/2024_5:00 pm
LOCATION
Shangri-La
WEBSITE
CONTACT
Friedberg
GENRE
Indie Pop
DATE
16/03/2024_1:00 am
LOCATION
Las Perlas
WEBSITE
CONTACT
Moritz Simon Geist
GENRE
Electronic
DATE
09/03/2024_12:45 am
LOCATION
Ballroom D
WEBSITE
CONTACT
Enji
GENRE
Jazz
DATE
13/03/2024_7:00 pm
LOCATION
Central Presbyterian Church
WEBSITE
Jeannel
GENRE
Left Field, Trip Hop, Alt RnB
DATE
14/03/2024_11:00 pm
LOCATION
Victorian Room at The Driskill
WEBSITE
CONTACT
LIE NING
GENRE
Soul, Pop
DATE
15/03/2024_3:00 pm
LOCATION
Shangri-La
WEBSITE
CONTACT
Lisa Morgenstern
GENRE
Orchestral Pop
DATE
12/03/2024_9:00 pm
LOCATION
Central Presbyterian Church
WEBSITE
CONTACT
Lucy Kruger & The Lost Boys
GENRE
Art Pop, Alternative
DATE
15/03/2024_8:00 pm
LOCATION
The 13th Floor
WEBSITE
CONTACT
Malugi
GENRE
Electronic
DATE
13/03/2024_11:00 pm
LOCATION
Coconut Club Rooftop
WEBSITE
CONTACT
Meagre Martin
GENRE
Indie
DATE
15/03/2024_1:00 pm
LOCATION
Shangri-La
WEBSITE
CONTACT
Minimal Schlager
GENRE
New Wave
DATE
13/03/2024_8:45 pm
LOCATION
Elysium
WEBSITE
CONTACT
orbit
GENRE
Electronic, Indie
DATE
15/03/2024_4:00 pm
LOCATION
Shangri-La
WEBSITE
CONTACT
Sofia Kourtesis
GENRE
Electronic
DATE
14/03/2024_12:30 am
LOCATION
Coconut Club Rooftop
WEBSITE
CONTACT
Sofi Paez
GENRE
Neo-Classical, Electronic
DATE
12/03/2024_8:00 pm
LOCATION
Central Presbyterian Church
WEBSITE
CONTACT
Willow Parlo
GENRE
Indie
DATE
15/03/2024_2:00 pm
LOCATION
Shangri-La
WEBSITE
CONTACT
Session Victim Live
GENRE
Electronic
DATE
13/03/2024_8:00 pm
LOCATION
Coconut Club Rooftop
WEBSITE
Partner

The presentation of German Music @ SXSW is a project coordinated by German Music Export of Initiative Musik and supported by the Federal Ministry for Economic Affairs and Climate Action (BMWK) through its division Cultural and Creative Industries.

Further partners are The Federal Government Commissioner for Culture and the Media (BKM), the Digital Hub Initiative as well as the German General Consulate in Houston.

Federal Ministry for Economic Affairs and Climate Action (BMWK)

Initiative Musik has been coordinating the German joint presentation at the South by Southwest (SXSW) creative conference in Austin, Texas, for the German Federal Ministry for Economic Affairs since 2010.
The presentation of German Music @ SXSW and the performances of the German artists and bands are supported by the Federal Ministry for Economic Affairs and Climate Action.

The Federal Government Commissioner for Culture and the Media (BKM)

It is a duty of the state to protect the freedom of artistic expression and to create the conditions required for cultural life to flourish. Germany’s Federal Government supports cultural institutions and projects that are of national importance and the Federal Government Commissioner for Culture and the Media (BKM), Minister of State Claudia Roth, is responsible for promoting culture for the government. The BKM has been promoting institutions and projects within the framework of cultural federalism since 1999 and has been the main sponsor of Initiative Musik since 2007. The BKM has also assumed a portion of the costs for Initiative Musik’s administrative offices, which are co-financed by the GVL and GEMA.

Consulate General in Houston

The German Consulate General in Houston includes the states of Texas, Arkansas, Louisiana, New Mexico and Oklahoma in its jurisdiction and represents Germany, German trade and industries, and German citizens living in those states.

The Consulate General strives to strengthen and expand the multifold economic, political, and cultural relations between Germany and the United States.

Digital Hub Initiative

The Federal Ministry for Economic Affairs and Climate Action Digital Hub Initiative promotes digital innovation in Germany. In different digital hubs, entrepreneurs, founders and researchers develop digital solutions for services, trade and production. Their respective core areas range from artificial intelligence to digital health and smart systems.

German Music Export by Initiative Musik

Initiative Musik is the central funding institution and music export office for the German music industry. Its programs, projects and awards focus on supporting professional newcomers, musicians, live music clubs and music businesses, as well as developing sustainable structures for rock, pop and jazz.

As a division of Initiative Musik, GERMAN MUSIC EXPORT aims to strengthen the presence of German music abroad and supports the international activities of German-based musicians, music professionals and companies in order to build up and expand their visibility abroad and create new opportunities for them in the international music market.
To achieve this goal, Initiative Musik offers several funding programs, including the International Tour Funding, through which some of the German acts at SXSW were able to apply for financial support for their appearance at SXSW this year.

Initiative Musik ist supported by the German Society for the Administration of Neighboring Rights (GVL), the German Music Authors’s Society (GEMA) and the German Music Council (Deutscher Musikrat). The institution’s funding is provided by the Federal Commissioner for Culture and the Media (BKM).

 

Contact

Portraitfoto

Neus López (she/her)
Head of Department

neus.lopez@initiative-musik.de
+49 (0)30 - 531 475 45 - 411

Portraitfoto

Lena Engeln (she/her)
Project Management Export

lena.engeln@initiative-musik.de
+49 (0)30 - 531 475 45 - 171

Anna Sophie Rosenhayn (she/her)
Project Management Communications & Festivals

anna.rosenhayn@initiative-musik.de
+49 (0)30 - 531 475 45 – 417

Maximilian Domma
External Project Lead

max.domma@germanmusic-sxsw.com

Timo Wiesmann
External Project Lead

timo.wiesmann@germanmusic-sxsw.com

Jonas Johne
External Project Management

jonas.johne@germanmusic-sxsw.com

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