Deep in the heart of Texas

Lawrence Arabia. Photo / Supplied

A record number of New Zealand acts are heading to the annual music showcase, SXSW, in Austin, Texas, this year.

The 15-strong contingent are a diverse bunch including everyone from Silver Scroll winner James Milne (aka Lawrence Arabia) and chirpy pop chick Gin Wigmore, through to electronic woman-machine Bachelorette and hip-hoppers David Dallas and Young Sid.

The influential music and film industry event from March 12-21 is the place to make an impact and get yourself noticed on the world stage.

Ladyhawke debuted at SXSW last year which helped build her profile further following the release of her debut album in late 2008.

And rowdy Christchurch band Bang! Bang! Eche!, who have also been accepted for this year's showcase, made their presence felt last year with a fiery and obnoxious set which had a helping hand in them playing numerous tour dates in both Europe and the US.

Australasian SXSW representative Phil Tripp says this year Gin Wigmore could be another Ladyhawke.

"People are looking for the little guys who are going to become the big guy so that's why I think Gin is perched for the kind of momentum Ladyhawke got from last year."

He says New Zealand bands do well on the SXSW stage because they thrive in the live music environment.

"We have to perform to live. And we have to rely on our wits and be professional and it's a long way to get over there, so New Zealand artists especially have an unrelenting stage presence and they have a real hunger to succeed."

He also says it helps that the Government views SXSW as a launch pad for Kiwi music acts into the world market and has strategies and funding in place to get bands there.

Also going to Austin in 2010 are returnees Die!Die!Die! and the Ruby Suns, as well as Kidz In Space, Kingston, Miho Wada, Mr Sicc, Steriogram, Surf City and the Veils.