SXSW attendees are invited to discover the latest in Icelandic music at the Iceland Airwaves artist showcase inside The Victorian Room at Austin’s Driskill Hotel
(AUSTIN, TEXAS – Feb. 28, 2024; source: Juice Consulting) – Award-winning multi-genre music festival Iceland Airwaves announces their official music showcase event for SXSW 2024 happening inside The Victorian Room at The Driskill Hotel (located at 604 Brazos St, Austin, TX) on Wednesday, March 13 at 8 p.m. With the support of Iceland Music and Business Iceland, this event will feature a variety of leading edge Icelandic artists Axel Flóvent, Myrkvi, GRÓA, JFDR and Ásgeir collaborator as well as music prodigy Arny Margret. Wristband or badge is required for entry, with limited public entry as available. You can RSVP for the showcase here and find more information at the event page here. Media interested in event coverage can RSVP here. Iceland Music is also a supporter of the Ja Ja Ja Nordic Music Biz Mixer happening Tuesday, March 12 on the fourth floor rooftop of The Thompson Hotel from 5:30 – 7 p.m. Media and industry members can request entry here.
“Iceland Airwaves is returning to Austin this year with an incredible lineup in partnership with Iceland Music and Business Iceland, celebrating Icelandic music by giving guests a taste of the homegrown local talent that they continue to champion at the festival each year,” said Sindri Ástmarsson, Iceland Airwaves Bookings & Program Manager. “Few have done more for the next generation of artists than Iceland Airwaves which has consistently programmed the best new talent, who have used the platform as a springboard, leaping into a flourishing career in music.”
Iceland Airwaves is an award-winning multi-genre music festival that takes place in Iceland’s capital, Reykjavík. Each year in November, music lovers and adventure seekers from all over the world gather in the city for three days and nights of music in venues across downtown. Outlets such as NME, Rolling Stone, and The Independent have all shared rave reviews of the festival in years past. The fest has also won for the “Best Indoor Festival” at the European Festival Awards. Conveniently situated halfway between North America and continental Europe, Iceland is the perfect location for culture, nature, and music. The IA Conference, which includes all-star panels and ample networking opportunities, also takes place during the festival, set within the backdrop of one of the world’s most beautiful countries and vibrant cities.
Iceland Music is a music export office helping to create opportunities internationally for musical talent from Iceland. Icelandic artists are renowned the world over for their artistic innovation that has a global impact. Laufey, their latest prodigy, took home a Grammy just last month for her album “Bewitched” bringing a modern spin on classical and jazz music to Gen Z thereby joining the group of Icelandic artists taking home the highest honors in their fields. Other notable examples include film-composers like the late Jóhann Jóhannsson and Hildur Guðnadóttir who pioneered “film composer as artist” bringing each of them home an Oscar, Grammy, BAFTA, and Golden Globe awards. That’s before mentioning the impact of the likes of Björk, a cited influence of the likes of Elton John, Thome Yorke, Travis Scott, SZA and Sigur Rós, whose music hasn’t just changed the landscape of indie-rock music, but their film “Heima” is also partially responsible for putting Iceland on the map as one of the most popular tourist destinations in recent years.
That’s why Iceland Music is so incredibly proud to partner with their biggest showcase festival, Iceland Airwaves, to bring you the next generation of game-changers. Arny Margret is only 22 years old and is already bringing her world-class songwriting and tender performances to both sides of the Atlantic. GRÓA’s performance at last year’s Iceland Airwaves was featured in Billboard as absolute stand-out, and JFDR, Axel Flóvent, with Myrkvi will provide everything your indie-heart desires live on stage. Join the other 20,000 followers who love them and the best of our indie music scene on our Iceland Music Indie Spotify playlist. Further, Iceland Music offers an innovative platform for live music lovers to learn which Icelandic artists are currently on tour in the US. Iceland Music LIVE features information for artists like Laufey, Kaleo, Daði Freyr, Vikingur Olafsson, Arny Margret and Kælan Mikla.
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For more info on Iceland Airwaves, see:
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ABOUT THE ARTISTS AT SXSW 2024:
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Axel Flóvent
The world initially met singer-songwriter and producer Axel Flóvent in 2015 when he unveiled his independent debut EP “Forest Fires.” The title track eventually gathered north of 74 million Spotify streams and counting. He engaged audiences with his two following EP’s “Quiet Eyes” (2017) and “Tourist” (2020), as well as his full-length debut album “You Stay by the Sea” (2021). The album has amassed over 100 million streams, earning Axel acclaim from the likes of NPR, The Line of Best Fit, and American Songwriter. Axel has since been performing live on multiple tours and at festivals around the world.
Follow here: WEBSITE | INSTAGRAM | SPOTIFY | FACEBOOK
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Myrkvi
Myrkvi began in 2020 as Magnús Thorlacius’ solo project and quickly established the artist in the Icelandic indie scene. His debut single reached 2nd place on the national radio chart, and a well-received album soon followed. Magnús’ career began a few years earlier, when he won the Icelandic Battle of the Bands playing for Vio, also earning him the Best Singer award. They went on to release two successful records and receive a couple of nominations at the national music awards. Myrkvi’s newly released sophomore album was written with Yngvi Holm and is built on the foundation of their old band, Vio. It marks a shift from the first album’s indie folk towards neo-psychedelia, described by Cult Following as a hidden gem and “certainly one of the more interesting releases of the year.” Myrkvi’s greatest supporter and social media star is Stebbi the cat.
Follow here: WEBSITE | INSTAGRAM | SPOTIFY | FACEBOOK
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GRÓA
Since first bursting onto the global punk scene in 2018, Icelandic trio GRÓA have thrilled audiences across the world by fully embracing an unruly freedom. Made up of sisters Hrafnhildur Einars Maríudóttir (aka Hrabba, age 22), Karólína Einars Maríudóttir (aka Karó, age 20) and their childhood friend Fríða Björg Pétursdóttir (also 22), the Reykjavík-bred band merge elements of post-punk, noise-rock and art-pop with absolute abandon, arriving at an explosive yet magnificently arranged sound unlike any other. As shown on their 2019 sophomore album “Í Glimmerheimi” and its 2021 follow-up “What I like to do,” both soon to be re-released via U.S.-based record label FOUND, GRÓA approaches their output with equal parts DIY spirit, strong-minded vision, and wildly playful imagination. This quality extends to Karó’s recent excursion into inventing and constructing her own instruments. While their songs endlessly veer off into unexpected and sublimely jarring directions, all of GRÓA’s music reveals the deep sense of purpose behind their nonstop experimentation; a profound desire to shatter limitations, dismantle worn-out patterns and narrow ways of thinking, and uncover new possibilities for living without restraint in an all-too-rigid world.
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JFDR
JFDR is Jófríður Ákadóttir. At the age of 14 in Reykjavik, Ákadóttir began her musical career exploring the vast universe of experimental music while retaining a massive heart at the core of her sound. Over the past 12 years Ákadóttir has released 12 records, including when she was a member of Pascal Pinon & Samaris and collaborated with renowned artists Ólafur Arnalds and Damien Rice, who scored the award-winning Icelandic film “Backyard Village” which garnered fans across the world – including Björk who cites Ákadóttir as an inspiration. Following her fist record as JFDR entitled “Brazil” in 2017, Ákadóttir entitled returned in 2020 with her next album; “New Dreams,” which NPR Music called “very haunting electro-pop music that’s very subtle very inward looking” and Sterogum called “the kind of album that might give you space to reach your own small revelations.” Her new album “Museum” is out now.
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Arny Margret
Iceland darling Arny Margret encompasses folk, indie, and introspective style characterized by a heartfelt and personal approach. She uses rich, intimate instrumentation to delve further into themes of self-reflection and existentialism. Arny Margret has been making waves not only in her Icelandic hometown, but across Europe and the US, touring extensively, supporting Leif Vollebekk, Passenger, Blake Mills, Ásgeir and more. She has also played at festivals internationally like SXSW, The Great Escape, Newport Folk Festival, ESNS, Reykjavik Calling and Iceland Airwaves. Arny Margret was nominated for “Newcomer of the Year” at the Icelandic Music Awards in 2022 and won “Best New Act” at the Iceland Airwaves Plus Awards that same year. In 2023 she was nominated for Song, Album and Video of the Year at the Icelandic Music Awards, winning “Song of the Year.” She was also nominated for “Newcomer of the Year” at the Icelandic People’s Choice Awards. In 2024, she was nominated at the MME Awards for “Public Choice.” She’s performed a live KEXP session, and has been praised by the likes of Rolling Stone, NME, The Line Of Best Fit, The Independent, Clash Magazine and many more.
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