More than 300 artists, bands and businesses from across the Northern Powerhouse have crossed the Atlantic to take one of the world’s largest festivals by storm.
Yorkshire’s top creative talent travelled to the South by Southwest Festival (SXSW) in Austin, Texas, as part of a 1,500 strong British delegation, to join the crème de la crème of music, film, television and tech.
With the support of the Department for International Trade (DIT), six artists from Northern Powerhouse regions, including Sheffield-based singer Lucy Spraggan, performed at the British Music Embassy venue at the festival.
With more than 200,000 visitors expected, SXSW celebrates the convergence of the interactive, film and music industries.
Attendance at the festival is one part of the United Kingdom’s efforts to increase exports and trade with the USA and increase global market access.
The USA is already the UK’s largest trading partner and investor, with trade between the two worth £179.1 bn last year.
Mark Robson, Regional Director for Yorkshire and the Humber, said:
“There is a huge appetite for British music and creativity overseas which is why the DIT plays an integral part in building networks in both new markets and with the industry here in the UK.
“We have an abundance of Yorkshire talent and we have dedicated advisers working to help bands and artists break into what can often be a difficult market.
“I’d encourage anyone thinking of exploring new markets to get in touch with one of our 29 dedicated International Trade Advisers.”
Minister for Investment, Graham Stuart said: “Whether through art, music or technology, British culture has helped shape the world and will continue to do so with more than 200 British companies at the South by South West festival in the USA this week.
“As the UK's first international economic department, DIT wants to help more businesses access these opportunities and provide memorable experiences at some of the world’s largest festivals.
“Through our trade missions, network of international trade advisers and Exporting is GREAT campaign, British companies can maximise their exporting potential.”
The Yorkshire and the Humber DIT team has taken local artists and bands to the festival for the past six years, providing a platform to help them interact with the industry and showcase their talent to a global audience.
The UK’s creative industries sector is also growing three times faster than the rest of the economy, employing more than two million highly skilled workers – 6pc of total UK jobs.
The festival comes as demand for British goods and services rose in the year to the end of January 2018, according to figures published by the ONS.
Exports of goods have risen 13.6% in Yorkshire and the Humber during 2017 compared to the previous 12 months, according to the latest HMRC figures.
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