Snowballing bigger and bigger since 1987, South by Southwest (also known as SXSW) is known for their music division, which is something to behold.
Jump to present day, and the lineup of a few hundred has turned into a mammoth of a few thousand. You’d be forgiven for feeling too overwhelmed to even look in the SXSW’s direction. But never fear. I’m here to gently take your hand, kiss it, and launch you into the mosh pit of my personal preferences so hard your arm is going to pop out of its socket.
In no particular order, here are ten artists you should certainly give a listen to if you’re attending SXSW this year, or even if you have internet access. Why? They’re great? What else? I said so.
Monsoon (Athens GA)
A two-piece indie band from Athens (Georgia USA, not Greece) that really knows their way around a pedalboard. They’re moody but with a sense of rhythm, definitely the type of thing you’d hope to dance to when trying to forget something tragic at a party with too much smoke not enough strobes.
Fake Dad (Los Angeles, CA)
Are you ready to dance to another two-piece act? Do you like attitude, a confessional style and Chappell Roan? Well, Fake Dad may be the act for you. Clean drums and a fun guitar wrap around vocalist Andrea de Varona’s notes with some other sounds peppered in for body, making for the perfect blend of cool-girl sound waves.
Arsun (New York NY)
The best way I can describe Arsun is the sound you expect in a montage of you summer European travels right before you realize your new friend is turning into your love interest. The New York artist may grace a smile at that sentiment, as he has experience in soundtracks in addition to the whole singer-songwriter gig. A controlled voice that isn’t afraid to show some gravel is accompanied by piano, brass and elements of rock and all its sister genres.
MAGNA (Medellin COLOMBIA)
So you’re a fun-loving cool girl with the perfect sweater to cargo pants combo that loves to occupy indie spaces but wants to represent La Raza. I get it, you’re cooler than us, we want to be you. Allow me to introduce MAGNA, the soundtrack to your spring. He sings in Spanish, accompanying his dreamy vocals with guitars and electronic elements over the unmistakable, pillowy sounds of a drum kit attune to dream pop.
Wade Forster (Winton AUSTRALIA)
But we’re in Texas, so it would be a crime to compile a list without throwing in some country. However, this isn’t a token artist, Mr. Forster deserves every bit of attention he gets. By the drawl, fiddle and mournful, self-deprecating storytelling, you’ll be surprised to learn he’s coming to us all the way from Australia. But once you get over that, grab a partner, appreciate the very obvious rhythm to the songs as you find your footing on the dance floor, and close your eyes as Forster paints a picture with his words. Yes, some people are still making country the way master orators like Cash and Kristofferson used to, pulled heartstrings and all.
Jennifer Touch (Berlin GERMANY)
Gather around Baby Bats and Batcavers alike, Jennifer Touch is here to crone into your pointed ears. For every person that heard the dark synths and features on Stranger Things a few years ago that said ‘wow, I wish this sound was still around,’ there’s a goth saying ‘it never left.’ She’s very good at getting the point across succinctly in her lyrics, while still keeping depth. This makes it extra easy to get a good trance going when swaying in a dark club or your kitchen floor, whichever happens to be the closest.
Summer Pearl (London, England)
The United States is a melting pot, it’s the LITERAL best thing about us, by a parsec. However, the U.K. has a lot of multiculturalism too. Enter Summer Pearl, a Londoner with heritage rooted in Grenada and Jamaica. Her influences call back to her ancestors, her personal growth and political messaging. Upholding the power is a sound influenced by Reggae, Jazz, R&B, Hip Hop and Soul. Be forewarned, if you’re going to show up to her set, make sure you look good. Pearl sure as hell will, and her fans seem to have gotten the memo and tend to dress to the nines too. So… try.
Twin Shadow (Los Angeles, CA)
So this one is wonderful, and I don’t just say that because I’ve had Dominican and Puertorican musicians on a pedestal since I was 5 years old and discovered Aventura. Well, maybe a little, but Twin Shadow holds his own regardless. With George William Lewis Jr. at the helm, Twin Shadows is an introspective, moody project that isn’t afraid of space and a good buildup. Trust me, the storytelling will keep you engaged. Imagine if you could listen to a sunrise after the worst night of your life, with the pale colors coming in like watercolor before blooming into something more vibrant. Trust me on this one, but go into it open to being hurt.
Shallowater (Houston TX)
H-Town, hold it down. But not ‘til we drown. This self-proclaimed ‘dirtgaze’ act is set in their eternal dustbowl ways. The band originates from Lubbock. Instead of shunning it, they’ve chosen to embrace it. Wherever they play, they make it clear they came to rock. The trio give you exactly what you want if you’re the type that frequents house shows and has run from a police bust as said house show at least once. We don’t know if things have ever gotten that wild at a Shallowater show, but give them a stream and help make it happen at SXSW.
Coldwave (Adelaide AUSTRALIA)
Taking another look at the land down under, we have Coldwave. There’s six people in this band, making a cacophony of chaos sound coordinated thought he power of a desperate, eager storyteller in their singer. It’s rock, but with horns, but waaay too mournful to be ska. They have less than 5,000 listeners on Spotify as of January 2025, so if you hop on the bandwagon now, you’ll have ‘I knew them before they sold out’ bragging rights once they blow up.
HONORABLE MENTIONS
| Volcan (San Antonio, TX) | Xavier Omar (San Antonio TX) | sunnbrella (London UK-ENGLAND) |
| Daniela Pes (Tempio Pausania ITALY) | Vraell (London UK-ENGLAND) | mary in the junkyard (London, England) |
SXSW 2025 will be taking place from March 7th through March 15th. View SXSW Badge levels + prices + more information here.
CHECK OUT OFF RECORD MEDIA’S 2024 COVERAGE 🙂
I am a multimedia journalist with a passion for guitar-based music – be that rock-n-roll, bachata, or anything in between. When not in a mosh pit, I can be found knitting, collecting CDs, thrifting, journaling, or attempting to incite chaos among feuding global powers. I hold a bachelors degree in Broadcast Journalism and a masters degree in Mass Communication from the University of Houston, making me twice the Coog you'll ever be 😉
