Crispin Parry set up British Underground (BU) to promote cutting edge music from the UK in 1998. The company produces British show-cases across the globe, including the Rock Over London series that launched Amy Winehouse in New York in 2007.

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The British Underground's primary expertise is in producing high-profile/low-cost international campaigns that work for both the artists and its government partners It receives an annual grant towards the running costs of the company from Arts Council England, as well as receiving project funding for specific events, such as the London Development Agency’s grant for the Rock Over London series in New York City, Austin and Los Angeles. BU also has office space provided by the Musicians Union in London, and is expected to ensure very specific outputs on its projects, which include business support plus embedded targets for education and diversity

This year at the SXSW music festival in Austin, Texas, the Brits will be represented in full force via a partnership between the British government department UK Trade & Investment and the British Music Industry that hopes to address the changing global music business landscape. The group comprises industry trade bodies, rights agencies, cultural institutions, regional development agencies and national media to promote British music and business opportunities under one roof.

The central base for this new initiative will be the British Music Embassy, the first of its kind, and produced by British Underground. The group is launching the campaign with the annual British BBQ at Brush Square on March 13, an event whose guest performances have included Amy Winehouse, James Blunt, Newton Faulkner and Paulo Nutini.

British Music Embassy will host daytime performances and networking events all day as well as showcases during the evening, highlighting the hottest talent from the UK. Daily events include Belfast Nashville Sister City (March 12), New Music from Wales (13), New Music from Northern Ireland and Shocasing Scotland (14) and Liverpool Sound City (15).

"It is extraordinary to see so many great music makers from all over the UK heading out to Austin to showcase their diverse and eclectic talents at SXSW2008," Crispin says. "The British music scene, particularly in the independent and alternative sector, is riding a creative wave and the nigh on 150 UK acts descending on Texas are a good reflection of a nation that takes the art and craft of music seriously."

How are the artists chosen for SXSW, for example?
SXSW selects all the artists for the festival then we program UK events such as the British Music at SxSW BBQ and the Bootleg BBQ according to what we think will work These decisions are made with our promoter Metropolis Music and other UK partners, such as Mojo magazine.

What is provided to the artist to travel to Austin?
UK artists can apply to the PRS Foundation for travel and accommodation grants. We also host Access America seminars and publish extensive support materials.

Do the artists also play elsewhere in the states?
Yes, we host the Rock Over London showcase series in NYC and LA before and after SXSW.

How many acts are brought over?
At last count 150 acts will travel to SXSW from the UK most looking for managers, agents, record and licensing deals.

Where does the funding come from?
Government department UK Trade and Investment offer grants and support for new to export businesses, Arts Council England contributes to the PRS Foundation and other national and local agencies involved in arts and trade funding contribute to the SXSW campaign.

How did the gig with the Polyphonic Spree come about?
Myself and a colleague used to run a small artful music magazine and we were lucky enough to discover a few US and UK artists who went on to be quite successful. Some of the artwork we created for the magazine developed into album covers – one of which was the UK cover for the first Polyphonic Spree album. At a Brixton Academy show the singer asked us to join the band in Japan, and we ended up touring the UK and Europe as well. Crazy times.

But join as a singer?
I was in the church choir, an experience you never forget.

First concert attended
The Cure/Siouxsie and the Banshees – 1979 - Malvern Winter Gardens in Worcestershire, England.

First concert worked
The first British Music Showcase at SXSW 2002 – co-organizer -- Elbow, Oceansize and Oxide and Neutrino

First industry job
Tape Op – Snake Ranch Studios, Chelsea.

Career highlight
Being part of the international story of some great British bands -- Amy Winehouse, James Blunt, Corinne Bailey Rae, KT Tunstall and the Darkness have all played pivotal performances on our showcases.

Greatest challenge
The USA--The biggest and toughest market in the world.

Best business decision
To start British Underground as a vehicle to promote new British music.

Best advice you received
Do it now!

Mistakes you’ve learned from
When I worked in British music magazines, Bang, Circuit and ATFS, I probably compromised too much and dreamed too little.

Most memorable industry experience
Performing at the Summersonic Festival in Tokyo with Polyphonic Spree 2003 and seeing the Creem Magazine panel at SXSW 2001.

What friends would be surprised to learn about you
I’m a magician. I’ve never performed professionally, but I’ve spent a few good nights at the Magic Castle in LA.

Industry pet peeve
Surely some music is sacred and should forever remain brand partner free.

If I wasn't doing this, I would be...
...a gentleman farmer.

Crispin can be reached +44 (0) 2078405514; e-mail: crispin@britishmusicembassy.com