The important festival and music conference South by Southwest is currently taking place in Austin, TX, for the 28th time, and the focus on Swedish music is greater than ever. ”Many countries have appeared larger than Sweden in the program since they’ve invested more than Sweden,” says Holger Carlsson, producer and the initiator of this year’s Swedish effort.

”We felt that we either skip it altogether or show them that we’re important are far ahead in the music business.” Creating a Swedish focus means bringing over 14 acts doing 50 gigs a week. This year Sweden is also participating with a panel at the conference, discussing Swedish music history and export.
”If all this works out well, then we can have two, or three panels next year,” says Carlsson.


There are two main reasons Sweden is taking part in SxSW; one is that the festival creates a unique opportunity for bands to perform for people in the business and thus take the next step towards a career in the U.S.
”The second reason is that the more Swedish acts succeed abroad, the better for Swedish music exports,” explains Holger Carlsson. Little Dragon, one of the bands playing this week, has been at the festival before, back in 2011, and are back now thanks to their coming album ”Nabuma rubberband”, which will be released on May 12. ”The festival is important to us because everyone’s there. We hope it leads to more people knowing of us, and that is does something awesome for our album,” says Yukimi Nagano, the singer in Little Dragon. In case you're there, Little Dragon plays for instance Showcase on Thursday night,
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