British Music Embassy @ SXSW



As part of a 3+ year partnership, British Music Embassy tasked The Syndicate to promote their 2017 South by Southwest showcases and increase brand & artist awareness on the ground in Austin, Texas. 


The Syndicate organized and executed a multi-day grassroots marketing campaign, activating key trendsetters and festival-goers to increase attendance at British Music Embassy SXSW showcases.

  • Marketing representatives targeted SXSW registrants and other music industry professionals in key areas of Austin over 5 days of SXSW.

  • Promoted British Music Embassy showcases and performing artists

  • Distributed branded showcase booklets that included showcase locations, schedules and artist biographies

  • Blanketed Austin with poster displays around the Convention Center and surrounding streets

  • Engaged and excited music enthusiasts and influencers at the festival


  • 4,000 branded booklets distributed throughout the campaign

  • 1,000 posters hung around Austin

  • 10+ street marketing representatives promoted British Music Embassy over 5 days of SXSW