In the 1960s, bands like The Beatles and The Rolling Stones put British popular music firmly on the international map. They were joined in later decades by artists as diverse as Led Zeppelin, David Bowie, The Sex Pistols and Oasis, making British music a distinctive international brand. British Music is thriving, both at home and overseas, because it continually renews itself, fusing cultural commentary, fashion and politics in a heady mix. Our music scene is diverse and eclectic, reflecting the UK audience's appetite for musical innovation of all kinds.
The originality and quality of our music makes it a major influence on world tastes and trends and the British industry has a strong track record in developing and promoting the international careers of our composers and performers, particularly within the independent sector. The British media are strongly supportive of the music industry and provide a range of rich environments for performers and audiences. Our music media formats, in TV and Publishing especially, are exported all over the world. Leading creative talents in all fields of the music business are drawn to the UK, attracted by its vibrant creative reputation, cultural diversity and sophisticated audiences. The British Music Partnership brings together government departments and music industry organisations involved in supporting the British music industry in the UK and overseas.
The partnership collaborates on major music promotion projects combining their funds, expertise and resources to maximise the opportunities and support available to the British music industry. The partnership has a flexible membership with organisations only participating in projects that match their objectives. We work together to promote British Music and our Industry internationally. This is achieved through a range of activities such as the International Trade Mission programme, various regional business support schemes and enhanced presences at major trade events overseas such as Midem, Womex and of course SxSW.
For SXSW this year, the British Music Partnership will consist of core organisations UK Trade & Investment (UKTI), Association of Independent Music (AIM), PPL and PRS for Music. Alongside us, there will be representation from a number of the UK's regions and nations including Scottish Arts Council, Belfast City Council, Bristol Music Foundation, Creative Business Wales, Generator, Liverpool Sound City, North West Development Agency, One North East, Welsh Music Foundation and Yorkshire Forward.
As well as the main activities during SXSW Music, we will also be looking to develop stronger ties and opportunities for the British music industry with digital and interactive companies participating at SXSW Interactive, this will be highlighted during an invitation only event "Content, New Technologies and the Consumer Experience" taking place on Tuesday 16th March at SXSW Interactive and climaxing with a live music event at the British Music Embassy that evening.