Belfast City Council will again be playing a key role at SXSW 2012, through participation at the conference and exhibition and helping support Belfast-based creative businesses and musicians attend and perform at this international music event for the 21st century creative industries.

South by Southwest is the premier global event focusing on the creative side of the music and entertainment business, which takes place in Austin Texas from the March 12 – 17.

The previous SXSW conferences and festival events have involved appearances by Tony Bennett, Pete Townsend, Johnny Cash, Neil Young, Elvis Costello, Snow Patrol and Willie Nelson, to mention just a few.

By day, the 10,000+ conference registrants do business in the SXSW Trade Show in the Austin Convention Centre, and partake of a full agenda of informative, provocative panel discussions featuring hundreds of speakers of international stature.

Outside the convention centre, the SXSW Music Festival features over 1800 musical performers on over 75 stages throughout the city.

SXSW remains the key US showcasing, deal striking, networking and media forum for the international media industry, and attendance at the event remains a key priority for all of those interested in the business of media and creativity.

This year will see the largest delegation from Northern Ireland attend the event under the collective brand of NI@SXSW, representing Northern Ireland Music, Interactive and Film business attending SXSW 2012.

This creative industries trade mission is made up of 35 local music, interactive and film companies, with successful showcasing bands Cashier No 9, And So I Watch You From Afar, General Fiasco and The Wonder Villains.

NI@SXSW is supported by Belfast City Council, Digital Derry, Invest NI and the Department of Culture Arts and Leisure.