2 South Korean artists in jackets and 1 Viet American artist in green background.

SE SO Neon and Thuy headline Friends:Forever Asian music showcase at SXSW

Jaded entertainment company returns to Austin's biggest music fest with a lineup of over 40 artists from the Asian diaspora

SE SO NEON (left) and thuy (right)

Jaded, Edgar Daniel

Asian entertainment company Jaded is back at South by Southwest (SXSW) this year with their Friends:Forever lineup, a two-day showcase of Asian musical artists from all over the diaspora. SXSW is an annual convergence of film, technology, music and culture festivals held in Austin, Texas.

Korean indie band SE SO NEON and Vietnamese American performer thuy will headline the showcase, held March 14 and 15 at the Empire Control Room & Garage. They will be joined by over 40 additional acts, like Canadian bedroom pop artist Peach Luffe, South Korean singer Su Lee, Singapore’s Subsonic Eye, Chinese-born DJ Alice Longyu-Gao, American rapper Audrey Nuna and songwriter Kaz Moon.

“Friends:Forever is a concept we’ve been incubating at SXSW since 2022, and it’s been very validating to see the excitement and energy surrounding it,” says Jaded co-founder and CEO Jing Wang. “The reception of our annual events has allowed us to scale two to three times year over year, and has driven our ambition to create what is now the largest Asian-centric event in SXSW history. We put immense effort, thought, and care into crafting this lineupits diversity is designed to highlight the multitude of genres, styles, and unique talents from the next generation of Asian artists. We remain committed to creating ongoing opportunities for vanguard Asian talent to be seen, heard, and valued for their artistry.”

Jaded’s third year at SXSW, Friends:Forever is a follow up to their event last year, Tiger Den, which made history as SXSW’s inaugural full day, all Asian music showcase. It was headlined by South Korean music collective Balming Tiger.

Admission to Friends:Forever is complimentary with RSVP until 7 p.m. daily. Attendees with SXSW badges and wristbands will enjoy expedited entry.

Published on March 1, 2024

Words by Daniel Anderson

Daniel Anderson is a disabled Chinese American adoptee based in Seattle. His freelance writing specialties include K-pop, entertainment, and food. He believes that any restaurant can be a buffet, and the key to success is to take a nap each day. Follow his adventures on Instagram @danzstan.