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.

Join Liverpool, Manchester, North East, Tees Valley, and West Yorkshire in Austin at this very special event - a unique, first-time collaboration in celebration of all the surprising opportunities that await across one of the UK’s most connected, scenic, and talented regions.

RSVP now 👉 www.survey.marketingmanchester.com.

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

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.”

RSVP now 👉 www.survey.marketingmanchester.com.

What to Expect

This unique, first-of-its-kind collaboration is one you won’t want to miss; mingle with special guests over refreshments and enjoy an afternoon of Northern culture at UK House.

• Dance like no-one’s watching: Enjoy a Northern soundtrack played by DJ Mix-Stress, whilst some of the North’s most exciting artists perform a ‘Live Lounge’ set of their own tracks and nod to the past with their favourite covers.

• The North on Screen: from Peaky Blinders to Harry Potter, watch the North come alive on the big screen in our mini-cini and see why the region is a prime film location choice for production teams like Netflix and Paramount to shoot their next Hollywood blockbusters.

• The Innovation Arcade: pop-in and play the newest gaming experiences from across the North.

• From booze to brews: Long Island Iced Tea-ers or Tea-totallers rejoice! The bar will be flowing as well as the conversations… even coffee drinkers will love our brown water in a cup!

• PLUS! A little more conversation… panel sessions brought to you by some of the regions’ most forward-thinking organisations, ‘Northern’ activities, and more…

Timings

12:00-18:00
Northern soundtrack played by DJ Mix-Stress all afternoon between panels/performances.
Mini movie-theatre screening showreels on loop.
Gaming/tech activations.

13:00-14:30
North-entic Texan BBQ provided by ‘Stubbs’

13:15-14:00
Discussion: The New Powerhouses: Rethinking Where Great Stories are Made

14:00-14:30
Discussion: Why the North is perfectly set up for businesses looking to grow/expand their AI operations

14:30-15:30
Panel: Second Cities: Culture Beyond the Capital

15:30-16:00
Discussion: Sync: what does the North need to do to ensure future export?

16.00-16:15
Introduction: Mayor Burnham and Councillor Craig with Alison Gwynn 

16.15-17:50
Live music from Northern artists: The K’s, Cortney Dixon, Finn Forster, Dilettante, and OneDa.

🕛 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!