Sounds Australia forced to cancel SXSW virtual showcase

When organisers of SXSW were forced to cancel, Sounds Australia were quick to respond.

The live music export office swiftly established the 3 For The Stream, offering some the 43 bands who were heading to Austin a chance to live-stream to the global music industry.

Those plans, however, are now officially kaput after Premier Daniel Andrews declared a state of emergency for Victoria as authorities ask the public to social distance.

Jack Gray

"It is with an extremely heavy heart that Sounds Australia announces the cancellation of Friday’s live-stream event 3 For The Stream," said organisers.

"Last Monday we began to devise a contingency plan for the Australian artists set to showcase at SXSW 2020. What we came up with was 3 For The Stream: 3-song sets from 19 of those artists, filmed across multiple stages at Bakehouse Studios in Melbourne.

"At the time, this felt like the best way we could support those artists and their teams, who had invested thousands of dollars into an event that was no longer happening, as well as promote their music to an international audience of music industry buyers and potential new fans."

Ali Barter

The enthusiasm of the multiple partners - Art Series Hotel by Accor, Bakehouse Studios, Comes With Fries, Facebook, SXSW, TAG and Young Henry’s – demonstrates how much support there is for these artists in incredibly challenging times.

Sounds Australia have asked industry and fans to support the Aussie acts via a playlist and by purchasing merch from their online stores, with many now thousands of dollars out of pocket.