SXSW is the largest music and innovation conference and festival in the world. ‘The UnXpected’ is an official SXSW music event organised by BLENDID Music & Artists, featuring world class music artists from the UK and USA and special guests.
Including ‘unexpected’ collaborations and live music performed in new and innovative ways, these unique and groundbreaking live music and artist collaborations are performed in a range of music genres with something for all audiences from hip hop to pop, to classical, world, dance and electronic music.
Our performers include Gold-selling hip hop legends, beatbox world champions, DMC World DJ champions, world-renowned Loop Station artists and leading social media music influencers.

These groundbreaking artists perform the music you know and music you don’t know in ways you’ve never heard it before. Expect unexpected and enlightening cross-musical genre collaborations, bringing artists from all over the world and all corners of the music industry to synergise in surprising, thought-provoking exciting ways, and to break musical boundaries.
The event is curated by UK-based BLENDID Music & Artists, with a core roster of artists from USA, UK & Europe, along with a wider roster from across the world.
Play video to see a collaboration performance by beatbox world champions ‘The Beatbox Collective’ and folk-classical string quartet ‘VulvaVoce’ at SXSW USA 2024, one of many collaboration performances arranged by BLENDID Music & Artists.
The mission and vision of The UnXpected is to provide a world recognised platform at SXSW USA for the most innovative music artists to showcase their skills, collaborate with other artists and celebrate music creation. To share the performances and showcase the skills of ‘The UnXpected’ event’s music creators and performers as far and wide as possible, through social media platforms, digital marketing and press and media coverage.
Play video to see a collaboration by renowned Egyptian-Scottish string duo ‘The Ayoub Sisters’ and beatbox world champions ‘The Beatbox Collective’ at SXSW USA 2024, one of many collaboration performances arranged by BLENDID Music & Artists.
“A truly unique performance. These are the moments when music is transformative” – SXSW Official review

Our team at BLENDID Media & Artists, who organise ‘The UnXpected’ music event, are highly experienced including over 20 years of PR, marketing and media experience in events, music and lifestyle, with many key roles including BRIT Awards Voting Academy Judge 2023, 2024 & 2025, judging “The Pilton Stage 2020, 2022 & 2023 Competition with Glastonbury Festival’s Michael Eavis“, programming of the Cornish Arms at Glastonbury Festival, Founder of beatbox world champion crew ‘The Beatbox Collective’ and CEO of The UK Beatbox Championships.
‘The UnXpected’ music event will take place over the course of an evening during SXSW USA music festival in Austin, Texas, which runs from 7-15 March 2025. The event will take place at a key music venue in the centre of the city.
SXSW Music is the largest music festival of its kind in the world. It started in 1987 and now brings over 161,000 thousand attendees to Austin every year. SXSW is one of the world’s premier events showcasing music and creative media and is internationally recognised worldwide.
The audience includes people in the music and tech sectors including labels, streaming platforms, social media platforms, managers, publishers and marketing services. ‘The UnXpected’ is a unique music event at SXSW where innovative music industry and tech delegates can attend, network and enjoy music performances.
Supporting the event offers 3.7 million potential social media reach (from artists in line-up and Blendid Music & Artists). A possible further 1.9 million reach (from SXSW official social media), further audience reach from the event’s active PR campaign, press and media coverage, further reach from in-person audience members posting and sharing on social media, possible further audience reach from SXW official press and media.

‘The UnXpected’ music event will be supported by an active press and media coverage campaign. We have vast experience in PR campaigns including coverage on ITV’s This Morning, BBC 2 Politics Live, ITV News, BBC News, ITN News, Al Jazeera News, BBC Radio, Classic FM, Heart FM, The Times, The Independent, The Guardian, The Metro, Evening Standard, Harpers Bazaar, London Live, The Herald, The Scotsman and more.
We have a proven track record in securing coverage at SXSW USA: during SXSW 2024 we achieved coverage in The Austin American Statesman, radio interviews on KVRX 91.7fm, KOOP 91.7fm, WEQX 102.7fm, overage on Teens Media Network, SXSW official reviews publications, Flagpole.com, Flagpole Magazine, overage on UK Radio BBC Sounds and BBC Radio 6 Music.
“…we had a classical music showcase where The Ayoub Sisters, these Egyptian Scottish classical performers, had The Beatbox Collective jump on stage with them and break into these like jungle breakbeats in the middle of an Egyptian folk song, it was, y’know, a magical moment” – SXSW review with Steve Lamacq on BBC Radio 6 Music
More information
Contact
Gina Akers, Project Leader & Owner of Blendid Media & Artists
+44 (0)7714 123424