The Sound of the British Music Embassy at SXSW

This year, we had the privilege of returning to SXSW in Austin, Texas, once again helping to power the British Music Embassy Main Stage alongside our partners, the BPI.

The BME is one of the most established and sought-after showcases at SXSW, running for an incredible 18 years, and is dedicated to championing homegrown UK talent. Each year, the BME provides emerging British artists with a global platform, introducing them to new audiences and industry professionals at one of the world’s most influential music festivals.

Over the years, the BME stage has hosted some of the biggest breakthrough acts, including Amy Winehouse, IDLES, Wet Leg, Little Simz, Sam Fender, and Dave, cementing its reputation as a launchpad for rising UK artists’ careers. With such a strong legacy of emerging talent, it’s vital that the sound quality matches the calibre of the performances and ensures that each artist sounds as good as their music deserves. That’s where the expertise of Bowers & Wilkins is essential.

As a British brand dedicated to making great music sound exceptional, we were more than happy to help. We believe music should always sound true to the artist’s intent, and we understand how important it is for emerging performers to showcase their sound as authentically as possible. A debut at SXSW is a defining career milestone, and we’re committed to making sure it sounds flawless.

Setting the stage

So, how do the BME and Bowers & Wilkins create the best-sounding stage at SXSW? To deliver the impact, performance and precision that both artists and audiences deserve, we deploy our very own large-scale audio powerhouse: the Bowers & Wilkins Sound System – a custom-built PA system unlike any other.

Designed and built by the same engineers responsible for our award-winning, high-performance loudspeakers, Sound System was created with a different goal in mind. Rather than simply delivering sound to fill a large space, we wanted to bring our revered True Sound to the live stage, allowing every detail of a performance to shine. This wasn’t just about making a statement – it was about connecting with and introducing Bowers & Wilkins to a different breed of music lover.

Delivering both power and precision in a live setting is no small feat. Most PA systems prioritise raw volume and scale over clarity, but we took an unconventional approach. Our engineers carefully balanced the scale needed for live performance with the clarity and definition that defines Bowers & Wilkins True Sound.

In 2014, Sound System was finished. Making its debut at Primavera Sound that year, supporting – and powering – performances from Jamie xx, The Haxan Cloak, Lunice and more, it instantly solidified its reputation as a force to be reckoned with.

The birth of Sound System

The roots of Bowers & Wilkins in live sound go all the way back to the company's early days when John Bowers would rent out PA systems to schools and community events. This connection to live music stayed with us, even as we became renowned for our high-fidelity loudspeakers and headphones.

We wanted to create a sound system to go beyond home and studio environments and bring True Sound to live audiences. We wanted to create something that delivers the nuance, detail and emotion of a live performance without compromise.

To achieve this, we took inspiration from our most powerful loudspeakers. Our engineers adapted components from our CT8 home theatre speakers, using bass technology from the CT8 to provide deep, controlled low-end impact. The midrange drivers and tweeters were selected from our CM Series, ensuring that vocals and instrumentation retained their detail and authenticity, even at high volume levels. To make the system versatile, we developed a modular design, allowing it to scale to different venues and be tailored to each space.

The full Sound System is composed of four clusters of speakers, each of which is made up of eight different modules. There are four ‘Bass’ enclosures, each of which has two 38cm (15in) bass drivers. These are complemented by four ‘Mid-top’ enclosures, each of which has two 20cm (8in) bass drivers, 165cm (6.5in) mid-range driver and four 25mm (1in) tweeters. As it’s a modular system, different configurations can be deployed in different orientations to suit the requirements of the venue and the artist.

Today, Sound System still combines the precision of high-end audio with the power needed for live music, giving emerging artists the best possible platform to shine at SXSW.

2025 highlights

This year’s performances illustrated the depth of incredible rising music talent coming out of the UK. The range of different genres and styles on display was staggering; from the majestic Future Jazz of corto.alto to the unrelenting energy of Big Special, to the intimacy of Jacob Alon, and the beautiful melodic harmonies of Jo Hill – and many, many more. The present and future of British music is looking incredibly bright and we’re excited to follow the upward trajectory of so many talented artists. 

Looking ahead

The Bowers & Wilkins Sound System isn’t just about delivering great sound – it’s about supporting artists and ensuring their music is heard as it was meant to be heard. With another SXSW behind us, we remain committed to pushing the boundaries of live sound and continuing to bring True Sound to music lovers worldwide.

To everyone who joined us at the BME stage – thank you for being part of this incredible experience. We’ll see you next year!