Three NI artists – Winnie Ama, JC Stewart and Wynona Bleach – are off to Austin, Texas, to perform at South by Southwest (SXSW) 2025. Supported by PRS Foundation’s International Showcase Fund, with funding from The National Lottery, they will take to the stage at one of the world’s most influential music festivals, gaining exposure to global industry leaders and new audiences.

PRS Foundation’s International Showcase Fund has long provided vital support for UK artists breaking into international markets. This year’s recipients span a range of genres, with Wynona Bleach (alternative/shoegaze/pop) also preparing for an 11-date headline UK tour and having their latest album co-produced by Andy Bradfield and Avril Mackintosh (Björk, The XX, Manic Street Preachers, Bryan Adams).

Winnie Ama, one of the supported artists, said, “The PRS Foundation International Showcase Fund is a game-changer! It’s providing the resources I need to build a team and reach new audiences to take my music to the next level.”

Ciaran Scullion, Head of Music and Opera at the Arts Council of Northern Ireland, welcomed the news, stating, “The Arts Council of Northern Ireland is delighted that three musical acts from Northern Ireland will be showcased at this year’s SXSW Festival in Austin, Texas, thanks to game-changing funding from The National Lottery players. We are committed to providing valuable, meaningful opportunities for our artists to develop, and this opportunity does just that by giving artists the chance to connect with industry leaders whilst shining a light on the tremendous talent that is inherent to Northern Ireland.”

Becci Scotcher, Senior Grants & Programmes Manager at PRS Foundation, highlighted the importance of such opportunities: “At a time when competition and investment in music export from other countries has increased, the opportunity to showcase at overseas festivals and conferences and take those first steps in a new territory is more important than ever. A huge thanks to all the partners on the International Showcase Fund (ISF) as their vital partnership and collaboration enables this key stepping stone for so many UK music creators to showcase and export their music.”

The full schedule of official showcases for International Showcase Fund-supported artists will be announced on PRS Foundation’s website in the coming weeks. All artists will also be listed on UK Sounds, a collaborative initiative promoting UK talent at major international festivals and conferences.