Northern Music Export Office announces new partnership with PRS Foundation to support Northern artists at SXSW Austin

The Northern Music Export Office (NMEO), powered by Generator, has today announced a new partnership with PRS Foundation to support Northern artists to take their music to the international stage, with two dedicated opportunities focused on SXSW Austin.

The partnership will support artists through two distinct strands: the International Artist Programme for SXSW Austin, providing support for Northern artists looking to develop their international careers through participation at SXSW, and Northern Sound, supporting the delivery of NMEO’s showcase stage at SXSW Austin.

Artists and music creators based in the North who are invited to showcase at SXSW 2027 will be directed to apply to PRS Foundation’s International Showcase Fund for funding support to contribute to covering the costs of showcasing at the festival. Successful applicants will receive a grant jointly funded by the International Showcase Fund and NMEO, which can be used towards eligible showcase costs, including flights, accommodation, visas and per diems (see prsfoundation.com for full list).

International showcases and festivals such as SXSW can play a pivotal role in an artist’s career, creating opportunities to build audiences, connect with international music industry professionals, secure new partnerships and develop a presence in one of the world’s most important music markets.

For artists based in the North, however, the cost and complexity of international activity can present a significant barrier. Flights, accommodation, visas, insurance, equipment, local transport and other costs can quickly make international opportunities inaccessible, particularly for emerging and independent artists without significant financial backing.

The partnership between NMEO and PRS Foundation aims to help address those barriers by providing targeted investment and support for Northern artists seeking to build sustainable international careers.

The International Artist Programme for SXSW Austin will support selected Northern artists to attend and participate in SXSW, helping them make the most of the opportunities presented by the festival and the wider US music industry.

Alongside this, Northern Sound will provide a dedicated international showcase platform for Northern talent at SXSW Austin, bringing together artists and industry from across the region and creating opportunities for Northern music to be discovered by international audiences and music professionals. The programme will provide a focused route to market that champions the strength and diversity of the region’s music sector.

The Northern Sound stage will showcase the breadth and diversity of music coming from the North, while creating opportunities for artists to make new connections and strengthen their international networks. By bringing multiple Northern artists together within an international showcase environment, the programme will also help create a stronger collective presence for the region at SXSW Austin.

For NMEO, the partnership represents a continued commitment to creating practical routes for Northern artists to access international markets.

Mick Ross, CEO of Generator: “We’re delighted to be partnering with PRS Foundation to create more opportunities for Northern artists to take their music to international audiences and build their profile on a global stage. Together, we can help open doors for artists at SXSW Austin, connecting them with international industry, new audiences and opportunities in the US market. This partnership is about creating the pathways and support Northern artists need to develop sustainable international careers, while showcasing the strength, diversity and ambition of our region’s music sector to the world. It’s about making sure Northern talent has the visibility, recognition and opportunities it deserves on the global stage.”

Becci Scotcher, Senior Grants & Programmes Manager at PRS Foundation said: *“As music creators and artists battle with increasingly complex barriers to breaking into overseas territories for the first time, collaborating and working together is becoming more important than ever. This new exciting partnership on the International Showcase Fund with our friends at Northern Music Export Office is a perfect example of connecting the dots between opportunities and enabling more music creators and artists to benefit from the pooled resources, access to industry partners and the support of being part of the International Showcase Fund cohort of grantees from across the UK heading to the festival.

Together with the recent announcement of increased UK government funding for the International Showcase Fund through the Music Growth Package, more artists and music creators from the North and across the UK will receive funding and wraparound support, enabling more global breakthroughs and international careers, helping PRS Foundation to continue invest in the future of music in the UK, benefitting the music creators, industry and wider UK economy.” *

The partnership builds on a shared commitment from NMEO and PRS Foundation to ensure that talented artists have access to the investment, opportunities and networks they need to develop sustainable careers.

For Northern artists, international export is not simply about performing overseas. It is about developing new audiences, creating sustainable business opportunities, building relationships with international industry and gaining the experience needed to establish long-term careers in global markets.

Through the International Artist Programme and Northern Sound, NMEO and PRS Foundation will help create those opportunities at SXSW Austin, putting Northern talent at the heart of one of the world's leading international music events.

Further details on eligibility, applications and deadlines for the International Artist Programme for SXSW Austin and Northern Sound will be announced later this week via Northern Music Export Office