Humber region's talent goes on show in trade mission to Texas

By Hull Daily Mail | Posted: 16 Mar 2017

Sound, cinema and software talent from Yorkshire and the Humber is being showcased at the South by Southwest (SXSW) Festival in Austin, Texas, thanks to a Department for International Trade (DIT) Northern Powerhouse trade mission.

Hull punk rockers Life are among the bands and businesses from Yorkshire and the Humber appearing at the global event, which runs until Sunday.

They join Huddersfield-based cinema events specialist Live Cinema UK and software firm Techdept, of Sheffield.

SXSW includes the largest musical festival of its type in the world – it will turn the spotlight on more than 2,200 acts, from the unsigned to superstars – a film festival and conference for film-makers and distributors, screenwriters, actors, agents, film crews and fans, and an interactive conference for web and game developers, programmers, bloggers, investors and inventors and tech and new media.

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Life vocalist Mez said: "We can't wait to land in Austin and showcase a bit of Hull culture. It's been an ambition of ours to hit the US and what a way to start by smashing it at SXSW."We are thankful for the opportunity provided by DIT and, like all shows, we will play it like it's our last – so expect pure energy and some major Hull realness."

Four-strong Life, who say they are influenced by "punk, underdogs and our own beautiful city" will make their live debut in the US with a performance at the British Music Embassy today as part of SXSW.

Mez, his brother Mick on guitar and backing vocals, drummer Stew and bassist Loz, have toured relentlessly for the past two years, including being the main support act for Slaves on their sold-out tour of the UK and Europe.

Life have their own headline tour of the UK next month and their self-released debut album is due out this year.

The band have also enjoyed coverage in the national radio and press, picking up "Ones to Watch 2017" tips in DIY, Metro, So Young Magazine and Fred Perry Subculture.

Mark Robson, DIT regional director for Yorkshire and the Humber, said: "The music, film and technology sectors are increasingly important contributors to the economic wellbeing of the Northern Powerhouse region and this mission allows us to once again showcase the burgeoning talent in those areas to a global audience at SXSW as the world's premier event for creativity."

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