Universal Music announces SXSW Sydney line-up at Amex x Universal Music House, Oct 18 – 20

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Universal Music announces SXSW Sydney line-up at Amex x Universal Music House, Oct 18 – 20

Today Universal Music has announced the diverse SXSW Sydney line-up of powerhouse voices across three nights of live entertainment and a series of innovative panels from Oct 18 – 20 at Amex x Universal Music House. The House’s theme of ‘Music Futures’ will be explored by leaders in music and brand marketing and artists who will share their unique perspective on how to win in the world of music.


Central to the multi-day programming sees the return of the BRING Artist x Brand Summit, moving from VIVID in 2022 to SXSW Sydney this year. The Summit will now find its home alongside the stellar programming of 700+ inspirational panels and talks at SXSW Sydney.

Says Adam Ireland, managing director, BRING Universal Music for Brands: “We have been collaborating deeply with SXSW Sydney on how we can bring the best stories in music and brand marketing to the festival for the first time. Our second iteration of the BRING Artist x Brand Summit (BABS) will host three inspiring panels designed to showcase the power of music and how brands and artists can collaborate to win in culture today.   We welcome SXSW Sydney badge holders to our House to experience those stories discussed alongside some of Australia’s leading marketers.”

The BRING Artist x Brand Summit will take place on the morning of Thursday October 19

The BABS panels will feature marketing leaders from across the industry, joined by senior BRING executives and a panel hosted by entrepreneur Jules Lund:

The panellists are:
Kim Anderson  – FIFA’s head of marketing at this year’s Women’s World Cup
Adam Slattery  – Director of Brand and Experience for American Express
Joanna Rose – Chief Marketing Officer at Endeavour Group
Belinda Keay  – Operations Director at the BBL

Artists joining to share their stories include alternative sensations and ARIA Award winners Lime Cordiale, UK artist Caity Baser and Hannah Joy (Middle Kids).

A panel on Wed Oct 18, titled ‘Good Vibrations – Music as Therapy’ will bring together live performances, crowd participation and compelling perspectives on music’s healing properties. Included in this discussion – co-CEO Music Health, Nicc Johnson, Renowned Aboriginal Healer Gary Simon Jagamarra, Dr Zoe Schrire and Pianist and composer Sophie Hutchings. The panel will be hosted by co-CEO Music Health & Entrepreneur Stephen Hunt.

More information on the panels can be found on the SXSW Sydney website.

Amex x Universal Music House will open its doors at night with Universal Music announcing 12 artists from around the world gracing the stage to showcase their new music.

Among the names, lively UK pop sensation Caity Baser will be performing in Australia for the first time. Only a year into her career, her charismatic and cheeky songs have already amassed over 80 million streams.

Australian indie darlings Middle Kids are returning with their highly anticipated third studio album and will be performing new songs for the first time for attendees. Further talent includes US alt-pop vocal powerhouse Sarah Kinsley, who has enjoyed virality on TikTok with a staggering 39 million views and with over half a billion streams under their belt, Kiwi party starters Drax Project, will be lifting the energy with infectious sounds from their long-awaited new album.

The packed line-up also includes include ARIA nominated Malyangapa, Barkindji woman BARKAA, Gomeroi man, rapper and master storyteller Kobie Dee, Ben Swissa, Cat & Calmell, Eliott, Telenova, Sgt Slick and Sophie Hutchings.

The line-up will be capped off with a historic music moment. Universal Music will be hosting an exclusive world-first listen of The Rolling Stones hotly anticipated new studio album, Hackney Diamonds. The venue will transform to offer fans the opportunity to hear the future classic songs for the very first time anywhere in the world.

Amex x Universal Music House will also host a Record Shop for fans to sample and purchase music from Universal Music’s roster, a unique printing press that will allow attendees to print their very own custom T-Shirts for FREE, the ability to star in their own music video as part of a Meta Reels activation as well as great food and drink to accompany the live music on offer. It will be open for three days and nights of the festival from October 18 – 20.

For more information on Amex x Universal Music House as it unfolds, please follow BRING- Universal Music for Brands on Instagram.