7-12 March 2025 Manchester in Austin, Texas

Manchester is one of the UK’s fastest growing cities and represents the largest city region economy outside London, with a gross value added (GVA) of £78.8 billion.

This strength has enabled it to establish an outstanding reputation, attracting individuals from across the globe seeking to live, work, study, and invest.

Home to world-class universities, leading research institutions, and a thriving business ecosystem, Manchester offers endless opportunities for growth and exploration and has a growing prominence on the global stage, due to its vibrant cultural scene; built on a rich social and radical history.

Attending SXSW for the third year running, 2025 marks a key moment for Manchester, as the two cities of Manchester and Austin officially recognise its connection and continues to build relationships with key stakeholders and partners in the US.

Manchester Presents...

Sunday 9th March

Watch Party: Manchester United vs Arsenal
🕛 11:00-13:30 CT
📍 UK House @ Palm Door on Sixth

Find out more.

2 Cities 5,000 miles apart: The Tale of Austin & Manchester
🕛 14:30-15:30 CT
📍 Austin Marriott Downtown

Manchester & Austin have a reputation for being radical, socially conscious and always championing equality and justice. Both are also important economic hubs and magnets of diverse talent, innovators and business leaders that are changing the cities’ fabric. Manchester and Austin continue being two of the most interesting and welcoming places in the world. How in this interconnected society, can cities manage growth and maintain sustainable and inclusive development? Be part of the conversation, hear from inspiring voices that are already changing the world.

Find out more.

Monday 10th March

Art Not Evidence: Free Expression on Trial
🕛 11:30-12:30 CT
📍 Austin Convention Center

How do police and prosecutors misunderstand expression and misuse art? What harm does this do – and what can be done to fight back? Join an eye-opening, interactive panel of lawyers, artists, and journalists to explore the role of art and how legal systems treat (and mistreat) expression. A case study of The University of Manchester’s ‘Prosecuting Rap’ project will give you shocking real-life insight of how rap lyrics are used to label and convict young Black men, and the struggle against this injustice. Don’t miss this chance to dive into a vital conversation about art, justice, and identity!

Find out more.

North: Different by Design
🕛 12:00-18:00 CT (BBQ 13:00-14:30 CT)
📍 UK House

Whether spotting Tom Cruise parachuting from a helicopter above the Lake District or Chanel choosing the red brick of Manchester as the backdrop for its 2024 Métiers d’Art show, The North of England lies approx. 2 hours ‘up’ the country from London and its growing reputation as a place for creativity and innovation has swiftly become a global destination for those at the cutting edge of music, film & tv, gaming and tech.

Forget everything you think you know. Kicking off with a true Texan BBQ to celebrate arriving at this year’s SXSW – Liverpool, Manchester, North East, Tees Valley, and West Yorkshire extend a warm Northern welcome to friends near and far in celebration of all the surprising opportunities that await in the UK’s most connected, scenic, and talented region.

So, if you’re curious to learn more, come and say “Whey aye”, “'Ey Up”, “Alright ‘r’ kid”, or even just “Hello” – it’ll be great to see you in the place we Brits affectionately call “up North.”

Find out more.

RSVP Now

Meet the Mayors: Greater Manchester's Andy Burnham
🕛 12:15-13:45 CT
📍 LBJ School

Nine in 10 Americans live in metropolitan areas. These cities offer great opportunities, but they they also face grand challenges. Throughout Texas, the rest of the country and the world, our cities require fresh ideas, innovative partnerships, and feasible and affordable policies to address growing challenges. The Meet the Mayors series at the LBJ School brings together the Mayors building the cities of the future.

Urban Lab Director, Steven Pedigo, is joined by Greater Manchester's Andy Burnham to discuss Greater Manchester's commitment to improving public transport, economic growth, and skills development for young people.

Find out more.

Wednesday 12th March

Northern Sound: A Celebration of Northern England’s Best New Music
🕛 12:00-18:00 CT
📍 UK House

The North of England has always been a powerhouse of musical innovation, and right now, it’s buzzing with some of the most exciting new talent around. Sound of the North, curated by leading music development agency Generator, brings seven outstanding artists to the British Music Embassy at SXSW 2025, offering a taste of the fresh, fearless, and diverse sounds shaping the region today.

From the hypnotic folk-pop of Amelia Coburn to the raw energy of The K’s, the genre-blurring creativity of Dilettante to the electric flow of OneDa, the soaring indie hooks of Ellur to the magnetic storytelling of Finn Forster, and the alt-pop edge of Cortney Dixon—this lineup is a true feast for the ears. Whether you’re drawn to ethereal vocals, anthemic indie, or cutting-edge hip hop, this showcase is here to surprise and inspire.

We’re proud to fly the flag for Northern creativity at the British Music Embassy —because if you’re looking for the next big thing, chances are, you’ll find it up North.

Come for the music. Stay for the movement. The North is now!