Jaded Celebrates Asian Talent With FRIENDS: FOREVER SXSW Showcase

Featuring SE SO NEON, Alice Longyu Gao, mui zyu

Alice Longyu Gao at the Ballroom on June 23 (Photo by Wayne Lim)

Today, independent entertainment company Jaded announces the largest Asian-centric music showcase event to hit this year’s South by Southwest festival.

The two-day event, featuring acts like thuy, SE SO NEON, Rei Ami, Audrey Nuna, Alice Longyu Gao, Reality Club, mui zyu, and TENGGER, is set to take place March 14 and 15 at Empire Control Room & Garage.

Last year, the company’s 2023 Tiger Den showcase was the first all-day Asian showcase, featuring sets from Tohji and the Chairs. Founded by Jing Wang and Cathleen Cher, Jaded platforms Asian youth culture and rising talent. Balming Tiger’s headlining set earned the collective the SXSW Grulke Prize for Developing Non-U.S. Act.

With a lineup of over 40 acts, the FRIENDS: FOREVER event will span genres. Expect performances from hyperpop punk soloist Alice Longyu Gao and the fever-dreamt, electronic sound of Hong Kong British artist mui zyu.

R&B glitter-pop up-and-comer thuy headlines night one of the event. Amid the success of her latest 2000s-nostalgia-fueled record girls like me don’t cry, the L.A.-based singer will be the first Vietnamese-born artist to play at Coachella in April. New Wave trio SE SO NEON closes out night two with bluesy, psychedelic synths. The threepiece garnered an international fanbase through recognition from outlets like YouTube Music Foundry and earned two Korean Music Awards.

The event will be free and open to the public before 7pm both days.

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Jaded, SE SO NEON, Alice Longyu Gao, mui zyu, SXSW 2024

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