British Music seeks to woo SXSW with Lethal campaign


Lethal has developed a campaign for British Music at the South by Southwest music industry festival in Texas.

British Music, a trade partnership that includes UK Trade & Industry, BPI and Performing Rights Society for Music, looks to showcase UK acts.

Its activity at SXSW will be focused through the British Music Embassy (pictured), a venue that Lethal has branded as an oversized flight case. This, the group says, ’suggests a multitudinous musical offering from the UK, as though it has landed in downtown Austin just in time for SXSW’.

Themed as a ’diplomatic institution with a rock ’n’ roll twist’, Lethal designer Ben Aldis says this is extended into brochure design ’by referencing passports, visas and government documentation’, which provides a framework for adapting artist press shots.

Latest articles

Design Week Awards 2020 judges revealed…

Wolff Olins creative director Emma Barratt, creative director Kate Dawkins, Yarza Twins, Barclays Experience design director Noel Lyons join more experts from across the design industry.